According to the results of the Nielsen study, in which 25,000 users participated, 90% of consumers trust online recommendations of acquaintances. This post is about how to get the recommendations you need.
John Jantsch Answers
John Jantsch – an expert in the field of small business marketing; According to Forbes, the creator of the best niche blog Duct Tape Marketing; Author of marketing courses for small businesses, which shows entrepreneurs, how to promote business through the Internet, as well as through other simple and budgetary methods.
The problem that occurs most often in business literature is formulated as follows: in the overwhelming majority of cases, the working messages migrate from the book of one expert to another. My book also sins, but it has advantages in the form of cases for obtaining recommendations and an impressive list of accompanying advice.
There is nothing surprising in that 63.4% of respondents believe that more than half of their business is working thanks to the testimonials. However, 79.9% of them admitted that they do not have any system for generating testimonials. This is strange.
To begin with, the author advises honestly to answer two questions: “What value does your business bring?” And “Why can someone recommend you?”. These answers are good material for your marketing foundation. If you can not clearly formulate the answers, solve these problems without delay or … look for another area.
Then, says Jantsch, it is necessary to curb psychological resistance and stop being afraid to seek recommendations. If you create a really cool product or service – you are worthy of recommendations.
Clients are flattered to realize that you need their recommendations, that you appreciate their opinion – this is the best motivation.
Feedback should be taken on a regular basis, and not on an ad hoc basis: “Each company must purchase a video camera and take feedback, everyone who deals with customers must carry the camera with them, even if it is on the phone.” The most suitable time for collecting recommendations from customers is the moment when they understand and admit that the work was done “perfectly”.
Advisors – other than clients, are employees, partners, and suppliers.
In a recent survey of recommendations, respondents showed that they received less than 30 percent of recommendations from strategic partners. From my point of view, this indicator should be about 60 percent.
“Get used not only to ask, but also to give recommendations. Help in solving business and personal problems, “advises the expert on small business marketing. In the end, you will get more than just an increase in profits, namely, an impeccable reputation and a trusting relationship. Then you can sell anything. And most importantly, and you do not have to sell – people themselves will want to work with you.
The development of a system of recommendations for the Jantsch is a multi-stage system, similar to the Maslow’s hierarchy of needs. It is based on a personal request after the successful completion of the project, a form on the website or attachments to the letters. For example, send a ready-made tip to the client and ask below to add your comment and impressions of cooperation with you.
One more case:
Let’s say that there are ten potential customers who have been recommended to you. You can send them all an invitation to open an attached link for more information.
Five of those who opened the link will receive an automatic e-mail with an invitation to a webinar next week, and those who have not opened the offer to download free information about the market situation. Contacts of the five invited to the webinar are immediately redirected to the sales team to communicate over the phone.
At the next stage, offer a discount to the client in return for public recommendations in personal accounts of social networks. Or the second way – letting the client know that he is special – give a few nominal (at least, numbered) certificates at a discount. As soon as the certificate is returned back, both the new and the old customer receive a discount.
Online survey tools, such as Survey Monkey or Survey Gizmo, are another great and easy way to gather information and opinions; In addition, it is also an opportunity to establish cooperation with customers.
Triggers are effective. Prepare them in advance and think through arguments for each type of customer, based on the characteristics of your business. Model the situation.
And at the top of the pyramid – so perfect is the product or service itself, service is set up and communication is polished, that everyone you worked with advises you automatically, according to the virus chain.
Finally, you happily state the fact that many people come to you on recommendations. John Jantsch advises here to be cautious and not to frighten off potential customers. The fact that you are interested in a positive response does not mean that they are ready to make purchases or enter into a service agreement.
Do not rush to sell, tell me more about your company and, after finding out the problem of the person, suggest its solution. Even if for the first time a person does not order anything from you, but suppose your travel agency gave the address of the nearest vegan store in the district, which the person was looking for, then with a probability of 90% this person, as soon as he meets on a trip, he will come to you.
And yes, borrow the best ideas and solutions from another industry. John Jantsch made a simple algorithm:
“At the end of the day, the ideal client should earn money, save time, conserve energy, save and not lose money in the future, feel better.”