This question generated some interesting discussion recently when it was suggested that word of mouth is the best type of advertising a business can have.

So,  how do you go about taking the idea of word of mouth recommendations to the next level? For instance, how do you get better at gathering testimonials from satisfied customers? Once you’ve done that, where should you use the data to best effect?

This is where you can get really creative in your approach to marketing.

The following steps provide a framework to capture, interpret and use your clients comments to attract more business.

Step 1 - Collect The Data

The first step is to devise an easy to use system where you ask every customer for feedback on the level of service or quality of products they have received from you.  This can be a simple email questionnaire with a few open questions encouraging the customer to not only give their impression on the level of satisfaction but also to find out why they are happy (or otherwise).

The way you phrase these questions will extract some really useful information. Using a mix of closed questions (eg a straight yes or no) and a few where you ask for a score out of five to be awarded in a given area can generate interesting and powerful statistics with which to promote key elements of your business. In addition you want some open questions to extract what you customer really feels about the service you provided for them.

Step 2 - Understand The Data

Once you have gathered this information you need to understand what it is telling you.

Knowing how to ‘cut’ the data can have a massive impact on you use it. The options are almost endless. For example, it may be that you rate higher on a specific product or service with a particular type of customer. You might score particularly well for customer service. Some customers might be blown away by your excellent value for money and, hopefully, a significant proportion of your customers are prepared to recommend you to a friend.

Facts like this can be employed for targeted marketing and the more you understand the data, the better you can make it work for you and your business.

Step 3 - Use The Data 

You know you should use client testimonials on your promotional materials, but do you?

Using quotes in your 60 second pitch will give fellow networkers the confidence to recommend you to others.

You know you should highlight what you do best to potential customers, but do you?

Using statistics on promotional material will give warm leads reassurance on the way in the qualirfind out more about the services and products you provide

You know you should provide examples of the benefits you can bring, but do you?

Highlighting the difference your products and services have made to a customer will enable others to imagine how they might feel if they adopt you as a supplier or service provider. People buy benefits, so make sure you highlight what they are.

These are just a few ideas that will help to reinforce your position in the market, highlight your services and strengthen your brand.

If your business needs help with any of the above please contact Heather on 07843 006984 for a no obligation discussion on how Salt Solutions can help.

NB Don’t forget to seek permission from your customer before you use any testimonial for promotional purposes.