All very successful companies have one important thing in common – word of mouth advertising helped get them there. I have often tried a product based solely on someone’s verbal recommendation. If I have delayed trying it, but then hear from a second or third person about how good the product is, then I go out of my way to find it and try it. You can’t pay enough money to get this kind of advertising.
If you don’t know whether you have customers who are ‘championing’ your product, here are a few suggestions on how to find out.
1. Send out a survey to your existing customers. Ask them what they like and don’t like about your company and its products.
2. Have your sales team ask every customer they talk to if they can and/or will recommend your company/products.
3. Ask new customers who referred them to your company.
Once you know who likes you and why, ask them if you can quote them on your website and/or other marketing literature. Ask them if you can use them as a reference to potential new customers. A new potential customer is more likely to buy from you if they can speak with someone who is already using your product and is happy with it. The value of a happy customer willing to share their experience is beyond compare.
The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading packaging machinery manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.
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