It’s an easy trap to fall into. Maybe you feel like things are already going well with your business. Maybe you live in a small town. Maybe you feel that you have a solid base of loyal customers who tell you that they sing your praises to everyone who will listen. So why not let the power of word-of-mouth carry you?
It’s An End, Not A Means
In short, word-of-mouth is not how you build a successful business, it’s but one way to know your business is successful. It isn’t the strategy, it’s the result of the strategy. You build interest through social media and content driven marketing. You close with excellent customer service, delivering on your promises and exceeding customer expectations. At that point, you begin to see a groundswell of word-of-mouth.
But even once you’ve achieved it, it isn’t enough to sustain you.
Bad News Sells
Ultimately that’s because bad news is much more popular than good news. For every customer who says good things about your store, there will be many more who find something to complain about. It’s a fact of human nature, and as such, relying on word-of-mouth is unreliable at best. Of course, we’d all like to think that we catch any disgruntled customers and make them happy before they leave, but the reality is that for every vocal customer we help, there are far more who never let their displeasure be known … to you.
Don’t rely on the kindness of strangers to promote your business, make your own strategy and watch your company soar!