Tag: marketing

Why is signage important to your customer experience?

Why is signage important to your customer experience?

Why is signage important to your customer experience?

As I am sitting here at my favorite coffee shop. I enjoy the quiet, but I can’t help but notice when people use the restroom because they never know how to get in. 

People will stand there giggling the handle, waiting patiently, or knocking. Since I am a nice guy, I tell them, “you need to get a key from the counter.” I am usually sitting there getting work done; this process can be disturbing. I ask myself every time, why don’t they just put up a sign? 

Adding a sign that says, “Please get the bathroom key from the front counter,” could elevate this minor problem. My point is that signage is your passive communication tool for getting your clients/customers to do the things you want. 

Think about your sign on the door; it is designed to catch a person’s eye to entice them to walk in. The menu on the wall is to explain what options are available. Every single sign is about creating an ideal behavior. With all this in mind, here are a few tips on making and using effective signage in your business.

 

Tip 1: Design Your Sign to Convey A Clear Direction

 

A good sign tells a person where, when, and how to do a specific behavior. Therefore, it is essential to think of your signs as a sequence of physical actions—a step-by-step experience. You need to consider the person who will follow these directions, who they are, and what problem they have? 

 

Tip 2: Does Your Sign Tell Your Story 

 

What is your business identity? Why do you exist? What problems do you solve? A great sign can convey these messages. For example, take Royal Caribian Cruises. A few years ago, they rolled out their Live, Love, Cruise Campaign. It was to transition their brand from cruise vacation into a lifestyle.

 

If you walk around their ships, they have artwork, decals, and signage just to share and reinforce their beliefs. So when you think about your own location, consider what beliefs will support your companies identity.

Tip 3: Know Your Desired Customer Behaviour

 

Make sure you take the time to map out the action that is important to a successful customer experience. This may take the form of walking through your experience as your customer or creating a process map. It doesn’t matter but make sure you get into the head of your customers. 

 

Tip 4: Talk with a professional about all the above elements

 

Take your time to find a company that will understand your brand and the experience you want to create. Then, they will add their expertise to design signage that does all your desired outcomes and more.

 

A quick suggestion is to talk with my friends at Spark Signs and Graphics; they get that a sign is more than a sign. It is a visual story ready to be told. Here is what owner Alex Maurer has to say 

 

“When working with clients, we set out to understand their business and what challenges they are trying to solve. As an example, effective directional signage within a building – whether it is a corporate environment or a church – can make a visitors’ experience so much more positive when they get from point A to point B in an efficient and easy way.”

 

As you seek to create the best experience for your customers and yourself, make sure to consider these 4 tips. If you want additional help creating a business that thrives and generate the lifestyle you deserve, consider taking a test drive and see what our profit acceleration can do for your business.

 

Remember, the best time to change was yesterday, so you better start changing today.

Part 4: 8 reasons your business is not growing and it has nothing to do with sales, revenue, or profit

Part 4: 8 reasons your business is not growing and it has nothing to do with sales, revenue, or profit

It looks like we have gotten to the end of another series; man, has this one been a pleasure to write. We have learned several tactics and mindsets that can help you overcome your business growth challenges in this series.

It was a pleasure sharing reasons 1-6 in the first three parts of this blog. If you have not read them, make sure to read them on my Linkedin page or my website before diving into part 4 today.

Here is a quick recap of what we have covered in the first three parts.

  1. Cash Flow
  2. Dependent Model 
  3. Supporting Relationships (Trust) 
  4. Waste/inefficiency
  5. Leverage 
  6. Lack of curiosity 
  7. Vision with a plan
  8. A mirror

In this final installment, we will chat about arguably the two most important reasons you have not been able to grow your business the lack of sharable and actionable vision and to set yourself up with a mirror, a system of honest, open feedback.

Vision with a plan

Most people start their business without a plan. To be honest, it is a reaction to a problem that leads them to create a solution. That solution begins to create a vision of what their life could look like without this problem.

I fully agree that this is the best way to start a business. It allows you to follow an organic path and respond appropriately. However, there is a point in this experience where the moment begins to wain, where vision alone will not push you through.

I encourage you to create a plan before you get to this point. Most companies call this a strategic plan or business plan. It doesn’t matter what you call it if you don’t use it. This section will talk about some tips & tricks for constructing your plan, making it actionable, and ensuring it is something your company lives.

Core elements of your plan should include:

  • How you deliver your experience? Think of this as your external client journey. The step-by-step experience of your client. This should include all the actions and feeling your client will go through.
  • How you create your experience? Think of this as your internal client journey—the step-by-step experience of your employees. Include not only what they do but also think about how they will feel when they are doing it, what they need to be successful, and what their benefit is.
  • The financial model. This is self-explanatory but make sure you are projecting revenue, expenses, gross/net profit, and, if you can, cash flow for the next 3-5 years. Bonus if you can include where your expected revenue will come from.
  • Why do you exist? This is the most critical section to live every day. This is the great problem you solve or what change you hope to make in the world. This is the fuel that feeds your engines and those of your employees.

There are many other sections to a good plan, but in reality, it should fit under one of the above four areas of focus.

Tips for making your plan actionable

  • Write 1-5 concrete action steps for every goal in the plan to get it done. If you follow the above core elements, you will do this instinctively.
  • Assign the person or position/positions responsible for achieving the goals. Bonus point if you can break it down into the roles/ responsibilities based on the above journey.
  • Create how you will evaluate your plan’s performance. Include how often you will review goals and action steps. Include who will hold you accountable (best to use an outside coach or third party who can provide a penalty or reward based on achieving).

The final component is to make your plan sharable, making it a part of your companies everyday experience. If you followed all that has been said above and focused on creating your plan as if it is lived experience and not just goals on a piece of paper, then you have taken the first step in making it a livable component of your company. To take it to the next level, you can do a few things.

  • Bring in your leaders from all levels of your business. Create a cross-functional team of people from executive/top-level management to your front-end employees to review and give feedback. Then empower those leaders to propel the plan forward.
  • Create a corresponding training program to push the core reasons why. Teach the necessary skill to achieve the company goals.
  • Give autonomy to execute these plans.
  • Sit back and let things run their course.
  • Repeat your reason why as often as you can.
  • Have your employees share their reason why often and ask them to incorporate those reasons into the companies why.

I know this is a brief overview of strategic planning. However, it is essential that you engage in this process if you wish to grow your business and you’re currently slowing down or lacking momentum.

Lastly, do not do this in a vacuum; get help; it is excellent to engage in an outside agency to help facilitate it. It is worth investment as it will allow you to think and operate with a long-term mindset. Finally, start your planning process before it is too late.

A Mirror

If you have read this far, your head is spinning with the action you can take. However, before you do anything else, could you do one thing?

Turn the camera on your phone and make sure it’s pointed at you. I am assuming you’re now looking at yourself in the screen. Now wave.

What did you notice about how you waved? Did you see your facial expression or the angle of your hand? Did you notice the bags under your eyes or the position of your feet? Did you feel anything interesting?

Now, what if that mirror could talk? What if it could share what it is seeing, the experience it has, and the things it has heard? How could that change you?

If you genuinely want to solve your business’s problems, you need to get an honest view of what and how you’re doing. There are many ways to get this feedback from family, friends, employees, but the best way is going to be through coaching.

The main reason is that you have invested in making yourself better by facing your faults and insecurities. That is in addition to them seeing opportunities where you don’t, providing you business education, access to additional resources, and so much more. However, I don’t want to write an entry on the benefits.

Sidebar: I personally have three coaches, one for business marketing, one for general business strategy, and one for mindset.

Instead, I want to talk about the insecurity of getting help.

The first insecurity to be prepared for is the fear that your coach will make you face yourself. They will force you to confront the things you don’t want to or have neglected. When you start this process, it can hurt, but the relief as you start making progress and begin to see your vision come to life. It can be the most rewarding thing.

The next insecurity to be prepared for; is do you really trust. A great coach is not only going to help you implement profit-generating changes in your business but also time freeing strategies. This usually requires you to invest in more people that can be employees, or it can be outside services.

One of the most demanding challenges is to give up control over your baby. However, learning how to build real trust is a game-changer and the only real way to have the lifestyle you want.

The final insecurity to be prepared for; is delayed reward. Change takes time, and lasting change takes even longer. There are plenty of gurus out there that will say they solve the “insert problem” in just a few weeks or months. Many of them can do it but will that solution last. The answer is no.

The only way to create lasting change is to change yourself. Be prepared that it may take you time to make the internal changes to get the external results, but please do not allow that to stop you.

Thank you for reading this four-part series on the 8 reasons your business is not growing. I hope you have found it enlightening and that you implement at least one change. If you have read this far, I want to make you a special offer. I will provide you with one profit acceleration assessment and one month of coaching for free. All you have to do is email me and write in the header, “I want to grow my business.” Then, I will contact you to get started.

I look forward to helping you achieve your dreams. Remember, the best time to change was yesterday, so you better change today.

The offer of free PAS and one month of coaching is good from January 20th, 2022, until February 20th, 2022.

Charity is Good Business

Charity is Good Business

Is charitable giving a part of your organizational practice? If so, kudos to you; you are well on your way to building a culture and financially optimized business. 

Yes, you read that right, financially optimized. 

If giving purely for altruistic reasons is not your thing, don’t worry; in today’s blog, I will share four reasons why you should make giving a part of your business plan.

Need a little more convincing how about $2.45 trillion reasons

“Omnicom Group’s Cone Communications study shows, 70 percent of millennials will spend more on brands that support causes—and with millennials representing $2.45 trillion in spending power, the subject of corporate social responsibility carries an unexpected level of clout.”

 

Reason Number 1: Employee Morale

Gen Z and Millennials share an appreciation for “Why”; their desire for purpose-driven work can help you retain these employees. In today’s climate retaining talent can be as important as generating new business. 

According to a Deloitte study on volunteering, millennials were “twice as likely to rate their corporate culture as very positive” if their company participated in workplace volunteer activities. This is because employees respect companies that care for their community–it simply makes employees feel good and increases the emotional attachment to their employer.

 

Reason Number 2: Two for One Marketing Dollars

Charitable giving can be like doubling your marketing dollars. The goal of your marketing budget is to get your message in front of your target audience. One of the best ways to do this is by creating strategic partnerships with non-profit organizations that have similarly aligned missions to the product or service you provide. 

For example, if your company makes sporting equipment, consider sponsoring local sports teams or tournaments. That will show your current and future clients that you care about your business and your community.

 

Reason Number 3: Uncle Sam is going to take it anyway’s

This is one of the most immediate benefits of corporate donations. You may not instantly see how your contribution benefits your community, but you will quickly notice the tax savings. Of course, businesses shouldn’t donate with the sole expectation of financial gain, but there are financial rewards for helping a charity in need. In addition, companies can usually receive tax deductions from sponsoring charities or events. Still, you should make sure to follow the rules and go about the process in the right way to comply with all tax requirements. Talk to your accountant about creating a charitable giving strategy as part of your revenue model. 

 

Reason Number 4: Giving is Good

The final reason is arguably the most important. It feels good to know that you have found a way to help build your community. Plus, according to the Cleveland clinic, it can have the following health benefits;

  • Lower Blood Pressure
  • Increased Self-esteem
  • Less Depression
  • Lower stress levels
  • Longer Life
  • Greater happiness and self-satisfaction

Create an Action Plan

As today is Giving Tuesday, there is no better time to build a charity culture into your business practice. So here are a few different ways you to give back.

  • Volunteer Day’s
  • Event Sponsorship 
  • Sponsor Youth Sports or Programs
  • Donate to research 
  • Charitable match program 
  • A competition where each team member represents a charity, whoever sells the most or exceeds monthly expectations the company will donate to their charity.

The options are endless and entirely up to you. If you need help creating a charitable process that will benefit the community and your bottom line click here and one of our coaches can help you design the best program for your organization.

 

Now get out there and give. 

 

39 Tried and True Lessons to Put Your Word-of-Mouth to Work

39 Tried and True Lessons to Put Your Word-of-Mouth to Work

In the last post, we talked about conducting word-of-mouth research and then putting that research to work. Today we’re going to give you 39 great tried and true ways to use word-of-mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. For more information read George Silverman’s “The Secrets of Word of Mouth Marketing”.

Here they are:

  1. Give them something worth talking about
  2. Cater to your initial customers shamelessly
  3. Give them incentives to engage in word of mouth
  4. Ask them to tell their friends
  5. The customer is always right
  6. Always tell the truth
  7. Surprise the customers by giving them a little more than they expected 
  8. Give them a reason to buy, make them come back, and refuse service from anyone else other than you
  9. Make eye contact, and smile, even through the telephone
  10. Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  11. Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  12. The customer is your reason for being. Never take her for granted. If you do, she will never come back and will go straight to your competition.
  13. Always dust off items, but never let the customer see you doing it.
  14. Never embarrass a customer, especially by making him feel ignorant.
  15. Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  16. Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  17. When you don’t know, say so. Do whatever you can to find out the answer.
  18. Every customer is special. Try to remember their names.
  19. Don’t allow known shoplifters into the store.
  20. Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  21. If you can suggest something better, they will be grateful. Always respect their choice.
  22. Never pressure anyone into buying anything.
  23. Never knowingly give bad advice. Just help people come to the right decision.
  24. Personally visit the store of the competition or assign people to visit and report back to you.
  25. Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  26. If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  27. One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
  28. Always look for ways to make a stranger a customer.
  29. People will walk several blocks to save a dollar, or see a smile, or be treated right.
  30. Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  31. Use the best sign-maker you can find and pay him more than anybody else.
  32. If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
  33. Treat your employees and salespeople who sell to you the same way you treat your customers.
  34. Have a zero-error system. There may be terrible consequences for example if a mistake is made filling a prescription. Have people check each other’s work for safety.
  35. Occasionally make intentional mistakes to see if people are checking.
  36. Always measure your performance.
  37. Always ask a customer to “come back soon.”
  38. If customers say they are moving away, offer to send them their favorite items by mail.
  39. Tell jokes.

 

I know your looking at this exhaustive list and asking yourself how can I implement these lessons. We’re going to wrap up this lesson to give you a chance to digest, prioritize, and plan. To aid you with this here is a little homework assignment.

Go through the list again, find 1 or 2 lessons that fit your company and that you feel you can implement. Then I want you to write down we business activities the lessons are relevant to. Next, write down a no more than 5 step process to implement those lessons into that business activity. This will provide you with a quick action plan.

If you need help with this process, feel free to email me at doogie@ideasactionsuccess.com and I will review it and provide you with feedback. 

Remember the best time to change was yesterday, so you better start today.

Search & Implement

Search & Implement

People only remember the extraordinary, strange, wild, surprising, and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm; in fact, this could easily drive customers away. You need to have a product or service that is high quality and marketable, then you need to market it as extraordinary and new. 

As you research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know but are unwilling to ask?
  • What happens when these issues are raised?
  • Precisely what do your prospects have to know to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers tell to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace to turn the tide in your favor, and how will you deliver them?

 

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word-of-mouth research. It’s called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • Two groups of customers 
  • Two focus groups of prospects
  • Two mixed groups (enthusiasts & skeptics)

 

In these groups, you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. To avoid adding pressure to the situation, these teleconferences should not be conducted by you but by an independent party.

We’re going to transition a bit and talk about how to construct a word-of-mouth campaign. First, we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee

 

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word-of-mouth program. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is a high risk in trying the product
  • With older or mature products that have a news story that people tend to ignore
  • With unfair competitive practices such as spreading rumors or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

 

While most of the word-of-mouth tactics are favorable for your word-of-mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotional that rational discussion is irrelevant to the decision
  • The medium will not be cost-effective for products where the decision value is so small (low price/low volume). 

This wraps up this post on word-of-mouth research and how that research can be used when putting together your word-of-mouth campaign. However, if you need help with the research and a plan to use the results of that research, try our FREE test drive to get all the help you need with our top-notch resources and tools.

Decoding Word-Of-Mouth Messages

Decoding Word-Of-Mouth Messages

Title Photo

Today’s lesson will talk about how word of mouth messages are delivered and how you can influence those messages.

There is a simple hierarchy of how to make WOM most effective

  1. Be an expert talking to an expert
  2. Get that expert talking to ICA (Ideal Client Avatar)
  3. Then get the ICA to talk with other ICA’s

 

When experts talk about your products or service, you will usually receive an amazing rush of sales and new customers, so obviously, this is one of the best things that can happen. However, you can also help facilitate this by offering free products to experts to review.

Expert opinion can also bring about new ideas that help to fuel new products, services, and operating systems within your company. If you take the time to change or develop the opinions of even a small group of experts, you will have the opportunity to help your market explode.

There is a standard word-of-mouth delivery system that, in most cases, takes a few years. But, you can speed this up into only a few weeks. The traditional approach is:

  • First impressions from an expert
  • Organized trial of your products or services
  • Pooling peer experiences

 

It’s important to know exactly who is advocating for your products and service. Take the time to find out who they are and reward them. While you may already have a customer service system for filing complaints, do you have one for compiling praise? Most likely not. If you take the time to show these people appreciation, they will help take your products and services to the top. 

Some of the ways you can show them appreciation are:

 

  • Invite them to a customer appreciation dinner
  • Offer to videotape their testimonials
  • Ask to interview them for feedback to improve with
  • Offer them a premier customer membership
  • Ask them to join a referral incentive program

 

There are lots of things you can offer your biggest fans to help spread the word about your products and services. 

Conventional media has been around forever, and while it can still be effective, it’s lost a little of its luster over the last few years. There are a few reasons for this:

  • Expensive and doesn’t necessarily return results
  • Boring, lacking something fresh and new
  • Too short of a time slot to offer enough information

 

While these are all true, there are ways you can make conventional media work for you. For the information to be effective, it needs to be presented in the right sequence, come from the right sources, be relevant to the target customer, be credible, and be delivered at the right time in the medium. 

We’re going to switch gears a little and talk about the two phases of the product adoption cycle. Traditional media is great for taking you through the information stage, where you can offer the information you need to your potential customers. Still, it’s not so great for measuring the results of those efforts. 

Without these results, you can’t fine-tune your marketing and, therefore, can easily miss the boat and lose potential customers and waste a whole lot of money. Once a consumer has the information they need, they’ll go through a verification process as they analyze whether or not the purchase was a good one. They generally get their information through:

  • Direct experience with the product
  • Interaction with peers using the same product
  • Experts’ experience
  • Scientific journals and other resources
  • Independent reviews and opinions

 

You can accelerate this process by:

 

  • Providing your own demos and free trials
  • Offer them indirect experience through the experience of others
  • Offer a good, true story that can be passed around 

Once you have the ability and can work through these concepts, you will be able to target your customers much better. If you need help with any of this along the way, try our FREE test drive to gain access to our experienced business coaches.

Meeting Your Customer Head On WOM Style

Meeting Your Customer Head On WOM Style

Today we’ll cover the idea of shortening your customers’ decision-making process with positive word of mouth. There are essentially five stages in the decision-making process.

They are:

  1. Give the product/service a chance and transition from a “no” to a “maybe.”
  2. Check out the options and investigate the different products/services available.
  3. Observe the product/service to check for potential benefits, features, and operations to see if they fit their needs.
  4. Become a customer and purchase their first item. They will be discriminate with their first product as they form their opinion of you.
  5. Purchase again and starts spreading positive word of mouth as an advocate of your products.

So, let’s take a closer look at each one of these.

From “No” to “Maybe”

This stage is crucial because if your potential client doesn’t even take a second look at your products and services, then you have no chance of sealing a deal. It is paramount that you have invested time in the education of your potential client. This is your chance to provide value before they give up their hard-earned cash.

You want your customer to say how much they enjoyed your presentation, or they say have you seen this new commercial. Better yet they say have you heard of (insert your product/service) I hear it is truly the best at solving their problem.

A couple of quick tips:

  • Have great guarantees like trying it before you buy it or we 100% guarantee your satisfaction or will give you 110% back.
  • Give value before you get value. You can do something as simple as sending a personalized card with a gift card or a copy of your favorite book.

Investigating Your Products

At this stage, they are taking a closer look at your product line to see if there is actually anything that could benefit their life. This is where you need to make sure your information is right out there in front for the customers to see and compare.

Think about creating a comparison between you and your chief competitor or industry leader. It is your chance to explain why your process or product is distinctively better.

Quick tips:

  • Comparison charts
  • Third-party evaluation
  • Testimonials

Trial Period

Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. An excellent way to offer this is through demo videos, product demonstrations, or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”

It is your chance to share how your relationship will develop. All of a sudden it becomes more about you and them instead of your product/service and their problem. This creates long-term value.

Quick Tips:

  • Demo, walkthroughs, 14-day trials
  • Have a communication plan in place during this period

Make a Purchase

At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost-effective, and satisfying your product/service is. At this stage, a common reaction would be, “It was really easy to use and learn from. It’s really great, and you should get it!”

This is your chance to get them to become one of your champions. This can be done in a few ways.

  • You can upsell them on a more premium service or product, giving them more accessible to you.
  • You can engage to write a testimonial or better yet film one
  • Ask them to refer a friend

It is pivotal to have a plan on how to engage them after they purchase.

Advocates for Your Products

At this last stage of decision-making, the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day and have already (or will be) back to your establishment for more.

Types of Purchasers

We talked a minute ago about the different types of purchasers. Now we will take a closer look at their characteristics, so you can figure out which tactics are best to use at the right stage of the decision-making process.

The Innovator

  • Wants to stand out from the crowd
  • Know what’s hot and trendy
  • Likes “strange” or “weird” new products
  • Wants to be the first to try and will talk about it animatedly

Early Adopter

  • Driven by excellence
  • More concerned with possibilities than realities
  • Always looking to be a leader
  • Always looking for a new vision

Middle Majority

  • Wants to be perceived as competent
  • Concerned about practicality and easy comparisons
  • Needs an easy way out if not satisfied
  • Wants products that meet the industry standard

Late Majority

  • Generally skeptical and wants to know the risks upfront
  • Needs to shop around for the best deal
  • Needs a support system
  • Wants what everyone else has

Laggard

  • Needs it to be completely safe and traditional
  • Needs reassurance that nothing will go wrong
  • Won’t try new things unless it’s the last resort
  • Will search for loopholes and problems
  • Wants to use it in the standard industry way

As you can see, each type of consumer wants something just a little different depending on their personality type. Therefore, the key to successful word of mouth is to target and cater to every kind of consumer. If you need help identifying the types of consumers you are currently helping, and how to attract the types you are lacking, book a free consultation and I’ll provide you with one year of access to our online marketing academy $1200 value (offer good until January 1st, 2021).

Next time we’ll talk about how word of mouth messages are delivered and what you can do to help facilitate that.

30+ Way to Take Control of Your Word-of-Mouth Marketing

30+ Way to Take Control of Your Word-of-Mouth Marketing

 

Today we’re going to talk about how to harness the power of word-of-mouth, including the six-step process to success and the 30+ (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!

There are six steps to harnessing word-of-mouth:

  1. Understand your customers’ values and priorities; this will help you understand why they buy your products.
  2. Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards. 
  3. Identify which decision stages are needed for your product to be adopted. 
  4. Use the information from steps 2 & 3 to determine which wording and word-of-mouth tactics will work using the Decision Maker Matrix (we’ll talk about this in a minute).
  5. Put together the resources for the highest word-of-mouth impact.
  6. Create and implement your word-of-mouth campaign.

When creating your decision-making matrix, I strongly recommend reading The Secrets of Word of Mouth marketing by George Silverman. However, if you don’t have time, I have included a brief description of the six types of adopters to get you started.

Innovators

The Innovators want to be the first off the starting block and cross the finish line. They want to be cutting edge, stand out from the crowd, and be the first to adopt the product. So, they want to hear that the product is unique and technologically advanced and that they can be the first to use it. They’re the Alpha testers and the very first users. They are driven by the desire to be outstanding.

Early Adopters

The Early Adopters tend to be visionaries who appreciate the possibilities and potential of the product. They want to hear word of mouth about the power of the product and are willing to take chances on it for its eventual advantages. These people are driven by a desire to be excellent. 

Middle Majority 

The Middle Majority tend to be people who are most concerned with the practicalities of applying the product. These people want to read a review before they try it, but they also don’t want to be the last in their friend group to have used it. They are not so much concerned with the far-reaching possibilities and uniqueness of the product as with immediate usability issues, such as quality, consistency, and ease of use. Even the later middle majority are most concerned with the practical nuts-and-bolts issues, such as delivery schedules, price, and availability. These people are driven by a desire to be competent. 

The Late Adopters

The Late Adopters are most concerned with issues of self-protection. They want to avoid mistakes. They are not so concerned with the benefits of the products as they are with being right-not being criticized for the decision. They want to avoid undue risk. These people are driven by success without risk.

 

The Laggards


The Laggards will not use a product until virtually forced to do so. They are the kind of people who were told by their clients to “get an email account or I won’t do business with you.” They are extreme cynics, rejecting most attempts to change their minds. They want safety.

We are now going to move on to the 30+ ways to harness the power of WOM:

30+ Way’s

Use Experts

Experts can come in many forms, and all their opinions should be considered when putting together a WOM campaign. Some experts from whom you could gather information include:

  • Customers
  • Suppliers
  • Subject Matter Experts
  • Salespeople
  • Experts’ roundtables
  • Experts’ selling groups

 

Seminars, Workshops & Speeches

These venues are a perfect opportunity to gather information. People who attend these events are used to giving feedback, so you can use a survey or other method to gather the information you can look over later. Some events to use are:

  • Speakers program
  • Seminars
  • Webinars
  • Group selling
  • Dinner meetings
  • Peer selling groups
  • Video conference experts’ panels
  • Trade show events/opportunities

 

Referral Selling

As we’ve talked about before, a referral program can help build your business with a variety of things. Using some of the following tactics and opportunities, you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:

  • Testimonials
  • Networking
  • Referral Selling Program

 

“New” Media

The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for feedback about them. Most social media options could be considered “newer” media:

  • Facebook, Facebook Groups, Facebook Messenger, and Facebook Live
  • TikTok
  • Instagram
  • YouTube
  • WhatsApp
  • A host of others

 

Using Traditional Media for Word of Mouth

Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:

  • Customer service 
  • PR
  • Placements
  • Events
  • Promotions
  • Word of mouth in ads, sales brochures, or direct mail
  • Salesperson programs, sales stars, or peer training, 
  • Word-of-mouth incentive programs (“Tell-a-friend” programs)
  • Customer gifts they can share with their friends (articles, how-to manuals) 

 

Internal Word of Mouth

  • Encourage employee word of mouth and sharing feedback with family, friends, and others.
  • Offer rewards or commission for word of mouth success.

As you can see, there are tons of ideas you can work with to increase your level of positive word-of-mouth marketing. If you need help with any of this, please book complete the contact form, and in the comments section, write WOM. I give you a free one-hour consultation where you will leave with a complete word-of-mouth campaign.

9 Levels of Word of Mouth

9 Levels of Word of Mouth

Last time we talked about the second part of word-of-mouth tactics which help you put together a system to help shorten your customers’ purchasing decision time, which can increase your profits immensely.

Today is not so much of a blog but a tool to evaluate where your word of mouth stands and how it affects your business. We’re going to talk about the nine levels of word-of-mouth which gives you a scale to measure the word-of-mouth circulating around your company, products, and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.

So, launching into the nine levels of word-of-mouth, it should seem relatively obvious that the negative levels are, well, negative, and the positive levels are positive. 

Word of Mouth Scale

Minus 4-Death Blow

This is the worst of the worst and means your product or service is creating a scandal. Remember when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.

If this is where you are, it is most likely a death blow for your business and you have most likely done something very wrong. 

Minus 3-Karen is Out for Blood

Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you. 

They are actively making a seen, leaving bad reviews, making their tik toks. In some respect, this can be the worst place to be. Karen does not allow you to have a minute to respond and fix the problem. 

Minus 2-Unacceptable and Unhappy

While not outwardly boycotting, when customers are asked about you, they will give a negative response. They will take the time to leave a Yelp or Google review and most likely leave it at that. 

Minus 1-Solvable 

At this level, people are mildly dissatisfied, and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings; this can be a little confusing. 

These people may stick with you because it is easy or the pain is not enough to change. It is important to spend time giving them a better experience.

Level 0-Neutral 

This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a slippery slope because you don’t want to turn that neutral experience into a negative one. You should work to make it a positive one.

Plus 1-Satisfied 

At this level, we are finally starting to work our way into the positive word-of-mouth about your company, products, and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.

Plus 2-Tip of the Tong Solution

When asked, your customers will talk about how much they love your products or service. They will be a person who says something like, “o I use …” or “consider trying …”. These people need to be prompted but once they have been you’re their go-to.

They may give a review but most likely need to be prompted before they will do it.

Plus 3-Have You Heard About

Customers will go out of their way to talk about your products, services, company, and shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.

These people will leave an unprompted review and 5-star score. These tend to be your 7-9 net promoter scores.

Plus 4- Champion

Your product is the toast of the town. There is an obvious buzz going around, and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service, and how they perceive the company to help them in the future.

These are the people who do not only leave a review but also go out of their way to make a social media post. These are your 9-10 net promoter scores. 

Some great examples of Plus 4 companies are:

  • Lexus
  • Harley Davidson
  • Lululemon 
  • Tesla
  • Apple
  • Costco

 

We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our FREE test drive to get help from our experienced business coaches.

Next ti, we will talk about the 30 ways to harness the power of word of mouth.

Get People to Talk About You The Way You Want

Get People to Talk About You The Way You Want

In the last post, we started our series on word of mouth and talked about making your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We will talk about the power of word of mouth and how to mold it to your advantage.

The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:

  • Accelerate the decision-making process for increased profits.
  • You can accelerate product-making decisions by making the process easier. For example, try delivering on your word-of-mouth promises instead of low-ball advertising and the used car salesman approach.

Traditional advertising draws about one response for every thousand ads, and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average, customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.

So, what exactly is word of mouth? We know how powerful it can be, but to define it: Word of mouth is a communication between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust. 

Now, compare this to advertising where you are providing a message to a potential customer who has not established a relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now; let’s take a look at some reasons why it works. Some of these are:

  • The information is custom-tailored to the potential customer because of the friendly relationship of the referrer.
  • It’s more personal, relevant, and believable.
  • It’s customer-driven.
  • It’s self-generating and can take on a life of its own, especially with the information age of the Internet.
  • It becomes part of the product’s description.
  • The source of word of mouth can be meaningful and more effective when coming from an expert.
  • Word of mouth saves you time and money. 

To fully utilize word of mouth, you need to understand:

  1. Where is your word of mouth coming from?
  2. What products or services are being affected by word of mouth?
  3. How is your word of mouth traveling?

Once you know these things, you can work out a plan to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our FREE test drive to access our wealth of resources and tools.

Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.