Word-of-mouth advertising

The problem, you see, is that new media opportunities keep leaping out of the woodwork (or screens) faster than they can be written about.

But there is just one type of advertising which simply cannot be ignored - because it won't go away. It was probably the very first type of advertising ever and it's as important now as it always has been. And that's word-of-mouth.

© Tono Balaguer – 123RF.com

Of course, its raw power has increased dramatically over the years thanks to the various social media platforms we now have, they just speed it along the way - globally.

A single, satisfied Customer is worth another half-dozen Customers at least. (Note that I've spelled the word with a capital 'C' because this person is the lifeblood of your business and deserves respect - hence we spell Customer with a big C).

Take out your calculator and work out 6 to the power of 6 (this assumes that each successive customer is equally satisfied, of course). Your answer should be 279,936 or 270,005, if you remove each successive "first" Customer.

That's all because of one single satisfied Customer.

If the figure looks outrageous to you, ignore the permutation and think only of what would happen to a business if each satisfied Customer introduced six new Customers. The number would be staggering.

This doesn't really need much further amplification, except to say that it also works in reverse (probably more effectively, too). It is a well-documented fact (in retailing) that only one in ten dissatisfied Customers actually takes the time and trouble to complain directly to you. This means that for every six Customer complaints you get, there are another 94 dissatisfied people who are moving around your marketplace, telling anyone who'll listen how lousy your company is.

That will build up to a shed load of negative publicity. Not many businesses can withstand it. Now figure in the impact that social media brings to the party and hey presto, you're facing the next crisis. (Ask the senior guys at SAA and see what they tell you).

So it pays huge dividends to ensure the following:

1. Every Customer is vital to your business. Every single one. So treat him/her with courtesy and respect.

2. Every single employee must extol the benefits of your products and services at every opportunity. Every single employee is an important part of the company's public relations effort. If you have an unhappy staff member, chances are he won't be saying nice things about you to his friends.

3. Dress and appearance of ALL personnel must be exemplary. Remember, you never get a second chance to make a first impression. I understand that it will be unpopular and may even result in litigation to say so, but try to avoid putting people with tattoos in front-of-house positions. Many Customers might like it, but many won't - so why risk it?

4. Your drivers must drive your company vehicles courteously and safely. I've lost track of the number of bad drivers I've seen using company vehicles, cutting people off, speeding, making rude finger gestures - they can lose you a sale, you know. They really can.

5. Your staff must be fully conversant with the latest product knowledge and corporate strategies - including information on your competitors and their products.

6. Never forget that ALL your people are potential sales people.

And, of course, you'll be able to add many more items to this list yourself - it's not rocket science, after all.

Here's another little test that I read about in a book ages ago. Try phoning your company up. Listen to how your switchboard handles the call when you ask for yourself. Then try phoning in with a complaint and assess their attitude.

Would YOU recommend your company to a friend afterwards?

Scary, isn't it?

So, after you've invested all that money into an advertising campaign, be sure to follow through on all levels. The greatest advertising campaign in the world, using the cleverest media plan, will not save a sale against an obnoxious member of staff.

Meanwhile, please drive safely over the next five weeks. Try bringing your average speed down by, say, 10 kph and leave for appointments 15 minutes earlier than you normally would - it does wonders for your stress levels and will possibly keep you, and others, alive long enough to see 2016.

Have a wonderful time and many good wishes from my family to yours - chat again next year.

Chris

Read my blog (brewersdroop.co.za) or see what other amazing things we do at brewers.co.za

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