Please DO Talk About Me When I'm Gone...

In our personal lives we spend a lot of time trying to make sure people don't talk about us behind our backs. In business, though, it's just the opposite. Word-of-mouth referrals are a powerful way to promote your business. When your customers talk favorably of your products and service, they send a free, persuasive and focused message. The “referred” customer is a special kind of customer for whom trust –in you– has been pre-established. A trusted friend has done the research for them and narrowed the field. The referred customer is far less likely to solicit bids from your competitors than customers that find you through a newspaper ad, for example.

Set The Stage! You Have To MAKE It Happen!
Don't make the mistake of thinking that word-of-mouth referrals are something that just happens because you provide good products and great service. It doesn't. There are some things you can do to encourage a customer to tell a friend about you. To be truly effective at gaining referrals takes a concerted effort. Word-of-mouth advertising may not cost much in dollars and cents, but it isn't free. You will have to spend some time and perhaps some money to make it happen.

Quality Products & Service
The first thing is to make sure that you are offering quality products and service. With Hunter Douglas window fashions, you can be sure you've got the quality products. It's up to you to make sure your service is up to par. Measuring, consulting on color and product choices and installation services lay a good groundwork. It's also important to make sure your customers are assured up front that you will take good care of them after the products are delivered. Without quality, you won't be able to get anything going by word-of-mouth.

Your Reputation Is On The Line, Even If The Blinds Aren't
The blinds below illustrate clearly what can happen. The blind on the left is a Hunter Douglas EverWood™ blind. On the right is a 'bargain brand' alternative wood blind that actually hung in a customer's home for four months. Even worse —the manufacturer deemed them to be of acceptable quality! Do you think consumers who own these blinds are going to refer their friends to the dealer? Of course not. In fact, they'll be quick to warn them away.

Remember that window coverings hang prominently in most homes
and can serve as a "billboard" for or against you. Anything that stands out invites conversation. Be careful if you sell inferior quality products. Every sale can work against you in a big way.

How Can You Motivate Customers To Spread The Word?

The trick to word-of-mouth advertising is to motivate your customers to actively advocate you and your products and services. You can inspire them by offering the highest possible value for their product. This doesn't necessarily mean you offer the lowest possible price. It means offering value that is not expected prior to the purchase. There are many ways you can add to the value of the products you sell, but mostly it means you treat each customer as if he or she is the only customer you have. After you've successfully transformed their home into something special, one of the easiest —but most overlooked methods of gaining new customers is simply to ask your happy customers to tell their friends and neighbors about you.

Another way of motivating a customer is by contacting them a few months after the sale just to make sure everything is working as expected. At this point, some of them may even have lost some confidence in your product due to what has been learned from using it day-to-day. Or you may reveal questions about the product some of them didn't know to ask up front. This is a great opportunity to rebuild confidence in you and in the product. By calling and showing genuine concern for your customer's satisfaction long after the sale is done, you'll increase the likelihood of further word-of-mouth referrals. Again, once you've reassured your customers that they have made the right decision, ask them again to spread the word and tell their friends about you.

What about dissatisfied customers?
Every company has its share, right? Bring them back by sincerely thanking them for bringing their complaint to your attention. Then correct the problem immediately. It may not hurt to give them something extra for the trouble they endured, but the most important thing is to correct the problem swiftly. Follow up to make sure they are now satisfied. Typically, an unhappy customer who is converted will be among the most vocal and enthusiastic of your supporters.

Be Appreciative!
The people who tell their friends about you want to know that they are appreciated for spreading the word. Be sure to ask new customers how they heard about you. When you find someone heard about you from a previous customer, let that previous customer know you appreciate it with, at least, a thank you card. A gift certificate to a restaurant or some other gesture of appreciation will ensure that they'll keep on talking about you.

Plant Some Seeds!
A side-benefit to encouraging referral business by word-of-mouth is that it helps you to start an ongoing relationship with your customers. It's a way to plant seeds for more business with them in the future. Your typical customer goes about seven years before they redecorate and purchase new window coverings. Do you remember the customers you worked with seven years ago? Have you talked to them lately? With an ongoing word-of-mouth referral relationship, they are far less likely to forget you over that time. And with a little encouragement and enticement, they are likely to shorten the gap. Keep all of your customers up-to-date with new products, colors and features.

Most Important: Keep At It!
Remember that any company, small or large, can mount a word-of-mouth advertising campaign. It takes discipline, continuous effort and a lot of energy. Because of this, smaller companies are often the most successful at building referral business.

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