Encourage Your Clients to Gossip (About You!)

I remember a time about eight years ago, before I started my current business. I was a running a pet-sitting business here in Charlotte while finishing my degree at night. One of my clients returned from a business trip and said, “Do you know Sandy and Rod So and So?” I replied I in fact had known them when lived in Virginia and used to sit for their dog Caine. My current pet-sitting client had met Rod at a convention down in Atlanta. They got to talking about family, friends and pets and somehow my name came up.

It was a “light bulb moment” as I realized my clients do in fact talk about me. Thankfully in this and many other instances, both clients walked away feeling better for finding that common thread. I felt better knowing that my good reputation and superior service stood up to the gossip test (”The pets love her and we appreciate knowing she’s looking after our house, too.”)

Word-of-mouth marketing (or having your clients “talk about you” to other people) is the greatest form of marketing out there. I’m sure you’ve heard of the online service called “Angie’s List” (that’s not me, but I sure wish it was). This particular service works so well because you can log in and get recommendations (or warnings) about service professions (from handymen to plumbers, I think the ad says). They don’t accept advertising and they give out yearly awards to the best service providers. Regular people are encouraged to “talk” about the great (or horrible) service they received.

It works the same way in business. A company or individual has a need. They usually begin by asking people they know to recommend s consultant or other service provider who can assist them. Someone they “know, like and trust.” This outside consultant or service provider gains instant credibility because of this referral and it makes it immeasurably easier to land the client or project if the skill set and personalities are right for the job.

Nowadays, I’m flattered when someone calls out of the blue and says they want to hire me. When I ask how they heard about me, 95 percent of the time they’ve spoken to one of my past or current clients who then recommended me for the project.

This approach vastly reduces the amount of time and money I need to spend marketing myself. It also shortens the introductory period that I need to go through when I first meet someone. If they’ve already “heard” about me and know what I’m like (”she’s pleasant, thorough and punctual) through someone they already know, it’s like getting asked to move to the front of the line.

See, in sales the first thing you’ll learn is that people buy a product or service (or anything, really) from someone they know, like and trust. If you’ve been introduced to a potential client through someone they already know, like and trust, you gain instant credibility! As long as you provide the service(s) they need, and your personalities mesh, the “sale” part becomes that much easier.
Also, don’t forget to encourage your clients to talk about you. Let them know if you have time slots available and be specific about the type of work and type of client you’re looking for. After a time, be direct about asking for referrals. This gets into what we’ll talk about in July – cold calling. It is far easier to call someone and say, “Hi, my name is Angie. My client Bob X said you might be able to use my services” than to just pick names from a list and begin the process new each time.

So, begin considering what you would want potential clients to say about you. Then build your business and reputation to reflect that. Come up with a list of attributes (positive attitude, reliable, detail-oriented, punctual, etc.) and start to really put those forward in your business. Over time, you’ll begin to be known for these things. These will become your greatest asset in finding new clients and keeping current clients happy with your services!

By: Angela Mattson

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Marketing Strategy