Generate Word of Mouth in Six Steps
Let me ask you a simple question - do you want your customers to
say positive things about your business to other people? I bet
you do, because as we all know "word of mouth" is one of the
most effective and low cost ways to find new customers. And the
most effective way to generate "word of mouth" is to provide
extraordinary customer service.
Remember - the difference between ordinary and extraordinary is
just that little bit "extra." So what is that little bit extra?
I recently decided that I needed a new pair of training shoes. I
was suffering from sore calves after exercising and put it down
to the state of my shoes. (And before you say anything, there's
no way I'm putting it down to old age).
A visit to a local sports shoe store resulted in me walking up
and down the length of the store in my bare feet with my suit
trousers rolled up to the knee. Two sales assistants were
sitting on the floor watching my progress.
After much discussion between us they recommended two pairs of
shoes that I should try. New shoes were purchased; no more sore
calves and I told you it wasn't old age.
These sales assistants provided that little bit "extra." They
made me feel important, they were warm and friendly, they
responded to what I had to say and they listened to my
complaints about my aching muscles. I've now recommended that
sports shoe shop to several people.
Research tells us that customers want two basic things from a
supplier: -
Firstly, they want quality core service. - In other words, they
expect your product or service to work, to do what you say it'll
do. (However, do this alone and you'll only provide "ordinary"
service).
Secondly, they want friendly caring service. - They want to be
acknowledged, to feel that someone is interested in them as an
individual and that they're cared about. (This is what provides
that little bit "extra").
Here are Six Steps to add that little bit extra and generate
word of mouth:
1. First impressions are vital - It therefore makes good sense
to consider what you look like and sound like. In a face to face
situation it's important to make eye contact and smile. On the
telephone, it's not what you say as an initial greeting that
matters, but more important how you say it.
2. Warm and friendly - This is what most people want and it
makes your life easier too.
3. Use names appropriately - A person name is one of the warmest
sounds they hear. It says that you have recognised them as an
individual.
4. Respond - If a customer says something, the intention was for
you to hear it. And if you hear it, it's a good idea to
acknowledge it.
5. Actively listen - When you think about it, most people aren't
very good listeners. We'd all rather be talking. You have to
work hard at listening particularly if you want to let the other
person know that you care. Many people listen but don't show
that they're listening. You've got to do all the nodding head
stuff and look like you're interested. And remember over the
phone; occasionally make some indication that you're still there.
6. Close positively - At the end of an interaction it's a good
idea to make a positive statement on a business level and a
personal level. Say something like - "If you have any further
problems then please phone me on this number and I'm sure you'll
enjoy your holiday next week".
Make no mistake about it, providing friendly caring service
creates that little bit extra and generates word of mouth for
your business