Archive for the ‘PR / Word-of-Mouth’ Category
Seriously, do you like to hear a client complain about their experience with you or your business? I doubt it. But it does happen. How you respond to these ‘bumps’ in your client relationship road may help you turn them into marketing gold.
Here are some points to keep in mind to make the most of these ‘moments-of-truth’ that may have gone bad:
Welcome Negative Comments
The expression, “Don’t shoot the messenger” is very true here. Your client is giving you a GIFT . . . of insight that you may not have known and might never learn . . . except from the symptomatic loss of clients and revenues that a problem may suggest. Don’t turn off this excellent source of insight that, used properly, can help you build a better business experience and increased client loyalty to your firm and brand.
Respond Quickly and Effectively
Another expression. ”Actions speak louder than words”. What you DO to recover from a compromising experience speaks volumes more about whether you care about your clients than any boilerplate copy in your marketing collateral. Use these difficult but important ‘messages’ to show you care and DO whatever is necessary to demonstrate that to your clients and all ‘fans’ of your brand.
A Little ‘BAD’ Generates a Lot of ‘GOOD’
If all you hear are good things about anyone or anything, you’re probably going to discredit the comments and the legitimacy of the firm. But if you have some not-so-perfect comments made along with positive ones, your credibility factor will rise like the temperature on a July day! Just make sure any negative information is a small percentage of the total and show that you used the comments to respond effectively. That . . . is a winning strategy.
KEY POINT:
Negative comments are blessings in disguise — Welcome them and Respond to them
Being crystal clear about WHAT your business does and WHO you serve is a key factor in your ability to attract the interest and response of people who could do business with you.
Typically, that’s not common in businesses. Consider how often you meet someone who tells you what they do and you’re still clueless about what they do and whether you (or someone you know) might benefit from their services.
A business is in one of 4 ‘Clarity Categories’ based on the mission and market it serves.
ZORBA — this firm is completely unclear about what it does and who might care. When Zorba The Greek’s new boss asked, “What do you do, Zorba?” Zorba replied, “Hey Boss Man I have 2 hands and 2 feet. They do whatever they like. Who am I to choose?”. Unfortunately, a ‘Zorba’ business is a muddled business and suffers because of it. (Hope you don’t see yourself in this cataegory!)
MISSIONARY — this firm has ‘seen the light’ and is really clear about why it exists — it’s mission is well defined. Problem is, the firm’s leaders haven’t identified the groups of people who would most likely understand, value and embrace the firm’s mission or ‘beneficial difference’. A ‘Missionary’ business feels good about why it exists but without clarity on the market segments it can serve profitably, it hurts financially.
Tomorrow . . . we’ll touch on the remaining two: the Mercenary and the Marketeer
KEY POINT:
Clarity in your MISSION and MARKET . . . is a beautiful thing
You love getting referrals, right? So tell me, “Are you getting as many as you’d like?” Most people tell me they A) love referrals but B) want more than they’re getting now.
Can you relate? If so, I bet “too few referrals” isn’t reflecting a lack of desire on your part. It’s more likely you lack a SYSTEM for getting referrals. Here’s what a ‘system’ for generating referrals will do for you . . .
Like Attracts Like. No one understands and values what you offer better than your existing business relationships. Leveraging your existing business relationships is the most effective and efficient way for attracting new ones!
“Trust Me”. With all the hyperbole in advertising, credibility is hard to establish. But if someone who knows, likes and trusts your client hears your client say your business is ‘The Real Thing’, you’re golden!
“Pay Me”. Yes, that’s correct. Financial incentive generates referrals better than anything else. You can do this without selling your soul — just see yesterday’s post for a creative way to generate referrals that is actually socially acceptable for all parties involved.
Control Costs. Whether you offer a ‘free dinner for two’ or a “25% discount” on a future purchase of your products or services, you can establish a ‘cost-per-customer’ you can live with and, best of all, you only pay for when someone (new) is paying you.
KEY POINT:
If referrals matter to you . . . Use a SYSTEM to generate them!
