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Mr. Marketing: Put happy customers to work for you

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Put happy customers to work for you

Since 2002 I’ve worked from home, sometimes seeing things that would otherwise go unnoticed.

I’ve gotten good at intercepting the UPS guy to collect waiting packages.

I observe convalescing neighbors and feed pets of those traveling.

My bride calls me Mrs. Kravitz.

So the van across the street last week caught my eye. The couple pointing and arguing wasn’t unusual, but taking pictures of the houses was.

When they started snapping my property I went to intercede.

These folks weren’t nefarious; merely admiring our xeriscape. Given the award we won for it, my only surprise was that they’d traveled from Scripps Ranch to see it.

“Ornamental Gardens by Lisa sent us,” they said.

Suddenly I understood. They were visiting homes and taking pictures, debating plants, design, and architecture. It’s the exact process my bride and I went through in 2012.

As they peppered me with questions, I waxed enthusiastic about Lisa, the unique results she created for us, her reasonable rates, and lower water bills.

My selling job surpassed any brochure or website.

Average Americans are exposed to 5,000 marketing messages daily. We’re all numb from being shouted at from every direction. Our brains and computers filter out spam in vain attempts to maintain sanity.

But business owners need to break through that shield. Maybe it’s time to put happy customers to work for you.

Start with website testimonials. Real testimonials with real names, not just initials or “Joe in Fullerton.” Trust me…everyone knows those are phony.

Need testimonials? Ask for them.

Then call some happy customers for permission to refer prospective customers their way. Your satisfied customer has something in common with your prospect, but with no vested interest.

A few words with a satisfied customer should close the deal.

Naturally, make sure these people are 110 percent satisfied with everything you did. Have several echoing a positive experience to ratify a prospect’s buying decision.

Real people telling your story with no interest beyond sharing their good experience. That’s powerful!

Naturally you’ll still have to find the sales prospects to send out, but we’ll discuss that in another column.

And if you find yourself in my neighborhood taking pictures, come knock on the door and say hello.

With that said, I wish you a week of profitable marketing.

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