In years gone by it was really only the large organisations that could interrupt us with their TV commercials that quite frankly most of us ignored – we mute the TV or we change channels until we think the ad’s have finished, we never said we wanted to hear from them, so why would we listen to them? I think I’ve mastered the TV remote!
In Australia, small business makes up a large proportion of the commercial sector, so how do you build a business that will stand out? how will you get people to talk about you so you can build your business through word of mouth (which to be honest isn’t really a marketing strategy!). Because you sell advice and not products, people can’t talk about your features and benefits they can only talk about you personally and what it is you actually did for them – the experience you gave them, the outcome they achieved through using your advice. They probably won’t talk about what you look like, brown hair, blue eyes, 6 ft tall, they will probably talk about what it is you actually did for them.
So, what is it you actually do for your clients? can they experience that somewhere else? or, do you have the best people in your business that will give your clients something remarkable to talk about? Now is not the time to be a follower, now is the time to learn, create and implement. Stop looking at just your industry and start looking at other service and advice businesses and see what they do, how can you adapt that to suit your business?
Social media is one way for you to give a remarkable experience because it’s so personable. The majority of clients that I speak to through the client surveys I conduct warm more to Advisers that are emotionally aware; they share information about themselves, their family, their lives etc but they do that because they genuinely like people and work with the right types of clients.
One of the most effective ways for you to stand out and get more personal referrals is to: (firstly never ask anyone for a referral until they’ve experienced your service, position referring as a privilege and then ask)
1. Develop a marketing strategy that only attracts the clients you want to work with (the other ones won’t refer)
2. Ensure you and your team are personable, have emotional intelligence and care about people
3. Implement social media into the fabric of your business
4. Map out the client journey and review it every month to make it even better
5. Stop looking internally and start looking outside for inspiration
6. Spring clean – domestic I know but some Advisers offices need it
7. Focus on your culture
8. Focus on people, clients, employees, third party providers, making sure everyone has a remarkable experience
9. Keep asking yourself, “Is my business really remarkable or just like any other?”
The list is really endless but if there is one thing you can take away from this post is that nine times out of ten, it’s the intangible emotionally aspects of your business that make it worth referring and that, is a constant journey.