Experts across the country concur — word of mouth is the best or worst advertisement that a business can receive.
There are many ways to create positive word of mouth, which Ivan Misner of Entrepreneur.com reported makes up for 70 percent of business transactions. In an article entitled “Anticipating Referrals,” he gave several suggestions for maximizing referrals from business networks.
He first claims a business owner should make contacts within his or her contact sphere or “a group of business professionals who have a symbiotic relationship.” For instance, a caterer, florist, seamstress, photographer, wedding planner and several others form a sphere related to weddings.
One should also diversify the types of networks he or she takes part in to create a diverse cross-section of businesses and professionals. Once contacts are established, it is important to cultivate relationships with those professionals. Knowing more about them and their needs builds trust and confidence, building support for a business/product, which is the network’s purpose.
Business contacts are not the only way to create referrals. Pleasing customers will lead them to tell their friends.
Faisal Qureshi, founder of an online referral company, Tell-A-Pal, has his own suggestions for business owners who want to create positive word-of-mouth.
He believes that providing outstanding service to customers is the first and most important way to create referrals. He also suggests business owners find two or three networking groups and attend them regularly. The Valdosta-Lowndes County Chamber of Commerce has programs to build contact networks. Rotary is another; it meets weekly.
Qureshi challenges owners to meet five new people at every event he or she attends. Initiate a conversation, establish a connection then exchange business cards. The more people who know you, the more people there are to refer business to you.
Once contacts are established, make sure it is easy for people to refer you business. A Web page to give business information can be helpful. Rewards for referrals can also encourage customers to spread positive word of mouth.
He suggests sending a thank you note, flowers, a gift certificate or another form of gift to show appreciation for the businesses a contact initiated.
Whether a businesses owner relies on providing quality services to customers or creating a strong referral network, one fact is unavoidable. Word of mouth referrals can make or break a business. Owners should put careful consideration into networking in order to maximize the results it can provide.
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Word of mouth: the best advertisement
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