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2. I don't know who YOU know!
Every business owner loves to hear a client say that they were referred by another happy customer! Day after day, you probably have new customers walking through your doors who were referred and you didn't know it!
So how can we increase that number? One simple word, "ask"! A basic sales class will teach you that if you don't ask for the sale you won't get it. So why don't we ask for referrals? We are scared of the answer; "I don't know anyone". That is like asking a person the age-old question; "May I help you?" You know the answer is going to be; "No, I'm just looking".
I recommend changing the request to: "Mrs. Smith, I know you have shopped here a long time. I hope that you will mention our name when one of your friends is looking for ..."
Better yet, tell Mrs. Smith that for every third person she refers who come in and actually buy, you will give her 25% off her next purchase!
Everyone knows someone who can use what you offer at some time. The point is to use your own mouth and become a shameless self-promoter! Just ask!
3. Have a "Super Bowl" commercial!
Do you remember what kind of hype occurs just before the Super Bowl? Football, yes; but the biggest hype is about the commercials during the game. There are teasers before the game and then there are "arm chair quarterbacks" critiquing the commercials on the early news channels on Monday morning. So what makes them so important? They are memorable and they are repeatable.
That's where big business and small business owners differ. Big businesses realize that if you are out of sight you are out of mind. They spend billions on advertising to make sure you don't forget. If I said the words, Target, Dell, Wal-Mart, McDonald's and gave you crayons and asked you to draw their logos, you probably could without even having an artistic background. Those logos are embedded in our brains. Strategically executed like a well run battle plan!
However, you may be saying; "I'm not one of the "big guns" and I could never begin to develop an advertising plan like that." You probably can't. But what you can do is create a 30-second commercial that perfectly describes what you do so that your "cheerleaders" can repeat it to everyone they know.
Here is an example. I have a favorite restaurant in my town that I love to recommend. When anyone asks where I think they should go to eat, I become the biggest cheerleader for this family owned restaurant. I say, "You have to go to ___because they have the best cold salmon salad that will ever pass through your lips and the atmosphere and service are unbeatable." If you just screwed up your nose when I said salmon, then how about the hot apple pie and cinnamon ice cream dessert that is to die for.
Each and every one of us has done commercials for businesses that we like to do business with. What do you do that is unique or different that makes you and your business memorable. If you could eavesdrop on a conversation between one of your satisfied customers and a potential client, how would they describe you and what you do?
You'd be surprised the different ways people would describe your business. The question is, are they pinpointing what you want to be known for? If not, then maybe your "Super Bowl" commercial isn't memorable enough. Work on a sentence that describes you or your business and practice saying it whenever you meet someone who asks; "so tell me about your business." I once worked with a financial planner who said that people walked the other way when he told them what he did. I said, "Why don't you tell people that you help them sleep better at night." He really looked puzzled, but the end result of managing your finances well is that you probably will sleep better at night. It also was a definite conversation starter!
You may not have the million dollar advertising budget, but you could have word of mouth advertising that affects millions.
About the author:
 Anne M. Obarski is "The Customer Service Spy!" As a professional speaker and trainer, Anne will work with your company to provide you with the clues to keep your customers coming back. Anne presents keynotes, break-out sessions and customized training, nationwide, in the area of customer service. You'll want her two new books, "Surprising Secrets of Mystery Shoppers" and "Real World Customer Service Strategies That Work".
For a limited time get her free, "10 Big Secrets to Giving Mystery Shopper Feedback and Get the Changes You Want", by faxing 636-922-2696 on your letterhead and write the words, BIG SECRETS. For more info go to: www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com.
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