It is often said that “word of mouth” is the best form of advertising, but do we really understand how it works?  Or better still, how to make it work better for your business?

Word of mouth is about communicating a message.  The message is in the words you use when telling people about your business - ideally a message that conveys a memorable and meaningful description of how your business can benefit others. 

Communication also requires a medium for delivery.  In word of mouth, the medium is any opportunity you have to meet and talk to people, an example of which is attending a business networking event. 

In fact, the key to “word of mouth” is networking.  Being a member of networking groups provides a great opportunity for networking with other business owners, and in so doing, spreading your message. 

But it doesn’t stop there.  People talk about the people and the things that they know.  By giving them the right words when describing your business when you meet them, they will then spread your message for you too.   

So, by making better use of networking opportunities and developing your message, you can make word of mouth work harder for your business.

So let’s take a moment to consider how to improve the quality of your message.

Do you have a short answer to the questions – “Who are you?” and “What do you do?”  Having a prepared response to these questions is a good way to make sure that you are spreading the right message when meeting people at a networking event.  Some people refer to this as a 30-60 second “infomercial”, or even an “elevator pitch”. In Australia, you can think of it as your BBQ speech. 

This is something that should be well thought out, and practised often.  When developing your “elevator pitch”, make it unique, make it memorable, make it concise and most importantly make it natural!  Get to the point – what are the key benefits of doing business with your company?  Why are you different?

The next thing is to consider how often you find yourself in a networking opportunity, and how well you have “networked”.   Are there more opportunities for you to network?  (Isn’t any time you meet someone a networking opportunity?)

By sowing the seeds when you network, your message will start to get out there by word of mouth.  Sure, it might not lead directly to an opportunity to do business, but it certainly will make more people aware of who you are and what your business can do. 

Word of mouth can indeed lead on to a referral for a business opportunity – because someone you meet might know someone who is looking for your particular product or service.

The thing to remember about networking is that it doesn’t just work one way – it is a two way street. In fact, asking people what they do is a natural icebreaker at a networking function, and a good way to start conversation with new people.  Usually they are just dying to tell you anyway.

But, take this one step further.  You might be able to provide referrals to people you meet through networking.  Action speaks louder than words, and there is no better way of letting people know that you do business by referral than by demonstrating this and providing referrals yourself.

The most important thing about word of mouth is that the positive message that you spread about your business needs to be backed-up by reality.   Your business must actually deliver what you say it does!  (As a word of warning, word of mouth can be detrimental to your business if you don’t deliver, as people will start spreading that message.)

So, I will leave you with this thought – word of mouth marketing ultimately depends on the quality of your customer service.

A platform incorporates all the tools, techniques and connections that allow you to project your business acumen and secure business. Some of the tools, techniques and connections include -

• Creating a blog and publishing regularly can add to the perception of your personal expertise.
• Email newsletters are a great way to connect with clients and prospects as well as stay fresh in their minds.
• Build and maintain databases of clients, customers, prospects and people of interest. Stay in touch with these lists.
• Develop and contribute to networks both in cyberspace as well as in the physical world. Don't ask what the network can do for you; rather ask what you can do for the network.
• The back links that point to your website. Getting found in cyberspace is all about building network linkages from relevant sites back to your own.
• The news articles that you publish. Local community news outlets are an excellent place to get published. Make sure that you know how to send a media release to a news outlet. Keep a record of your media exposure as some clients and customers are impressed by the public perception that you create.
• The public speaking engagements that you undertake both in relation to your areas of expertise and in relation to your areas of personal interest.
• Your unique 'purple cow' strategy i.e. whatever it takes to stand out in your marketplace. Shrinking violets pay a heavy price.

Don't delay; start building your platform today.

Three things that customers want in exchange for giving their business are value, service and help.

As a sales person, you have to be able to articulate the service, value and help that your company provides plus absolutely believe that your company can deliver.

Here is a list of characteristics that distinguish great sales people from the merely average -

• Be creative in presenting your goods and services and demonstrating the features that diferentiate your business from the competition.
• Constant positive outlook and optimism
• Unshaking belief in the ability of the company to deliver
• Unshaking belief that the customer is better of having bought from you
• Exciting presentation skills that capture the imagination of the customer
• Great questioning and listening skills
• Prove your value by using the testimony of others
• Prove value that exceeds simply making a sale and that entices the customer to remain as a customer for the long term
• Building an environment in which the customer want to make a sale
• Build relationships that deliver real value
• Personal values that are never compromised
• The desire to excel & be the best
• Promotion and positioning. Positioning on the web is critical

If you want to win, you have to master these skills. Start the journey today!