Generating new business through word of mouth and referrals is still an important component of an effective small business marketing system.
It is easy to fall into the trap of thinking it requires a big, involved, and expensive marketing campaign to create a remarkable business that generates new business from word of mouth (or buzz).
The truth of the matter is that it’s often the little things we do consistently that create the biggest buzz.
Recently, I overheard a conversation at Panera that illustrates this point. Two guys sitting next to me were talking about a variety of topics when one of them asked the other if he knew a particular dentist (the 2nd guy did not). He went on to explain that this particular dentist always made sure to play his patients’ favorite music during their appointments.
And then the second guy exclaimed
“Now that’s customer service!”
He followed up by asking all sorts of questions about the dentist. Did he specialize? Where was he located? Was he taking new patients? I’m sure both of those guys told that story at least one more time each that day.
I know another financial planner who records her clients’ favorite beverages in her CRM system so she can have them ready when clients visit.
Each of these examples helps create a memorable story that is easy for people to share. And none of them are terribly expensive.
Are there similar things you can do in your business to encourage people to share their experiences working with you and make it easier for them to talk about you?
There may be “little things” you already do, but maybe don’t do consistently because they aren’t part of a system yet.
Sometimes you can create a talkable difference just by going a little bit beyond what “would have been enough”. For example:
- Making a phone call when an email would have been good enough
- Giving a cash refund when a credit would have been good enough
- Introducing two of your business contacts over lunch, when just introducing them through LinkedIn, would have been good enough
- Sending a book to a customer when telling them about it would have been good enough
Or you could do something small but unexpected. Is there a stereotype or stigma that is typically associated with your business or profession? What can you do to break it or make yourself stand out as an exception?
Do you have an example of something you do (or have witnessed) that creates buzz? Please share it below.
