Over and over again I hear the people say how powerful it is to have great “word of mouth” going on about you and how it’s the very best way to get referrals and new clients.
Well I strongly disagree as there’s a much better way to build your business.
First, let me agree you want and need the benefits of positive “word of mouth.” True, we all want the positive buzz circulating about us that comes as a result of delivering value, great relationships and active involvement with those around us.
Said differently, we also abhor the thought of negative word of mouth about us. This only reinforces why we need to always strive to deliver on the things that lead to the positive marketplace image and reputation we all seek.
There’s a Problem though… You can’t hear “word of mouth”
Here’s the catch with relying on word of mouth to grow your business. First when it is happening you typically don’t know it’s happening so you can’t act on it. Someone tells another about what a great provider you are and you aren’t there to follow-up on it to convert that into anything good.
Next, you can’t be sure who ever heard these great things about you is ever going to take action to reach out to you, or whether they really need what it is that you do. Perhaps those positive praises simply fell on deaf ears or because you don’t know about them, you can’t do anything… and then people’s memories are often short as well.
So expecting something to come out of those word of mouth praises is likely useless.
Yet worse, if someone is your advocate in the market and shouting your praises to the sky, you can’t acknowledge their support and thank or perhaps reciprocate in some way. Responding to a great advocate or “giver” reinforces their acts of giving and helps keep it going. How can you make that happen?
The answer: Teach people Exactly how to introduce or refer you
OK, I do love positive word of mouth… but even better is to focus specifically on building a circle of trusted advocates and nurturing those relationships so that you can teach them the exact, very best ways that they can be your marketplace champions.
Specifically, when I teach you how to support me with a direct and well documented referral, you likely will. Then I can reinforce how valuable that gift of a referral was to me, help you to understand how to expand on that, say thanks and reciprocate in some way and possibly even return a great referral to further build the value of our relationship.
So you can’t avoid the importance of doing all the right things to build the best reputation possible in your marketplace. Yet, you’re number one goal is to take it a big step above just word of mouth by building a circle of raving, referring supporters who are sending opportunities into you in a systematic and continuing flow.
Great word of mouth is far behind the benefits of having this circle of referral advocates who are doing exactly what you want them to do because you showed them how to refer you.
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