Learn how to get more referrals. Word of mouth comes from the delight factor. It's cheaper than advertising. Try social media. Great service is cheaper than perfect quality. Examples include the hotel stamp, bed and breakfast mushrooms, and a builder with his own vacuum cleaner.
- A great way to build success for any product or service is to get people to recommend you to their friends. Word of mouth is much cheaper, and often more effective than advertising, especially with the rise of social media. And if you want word of mouth recommendations to spread there has to be a delight factor for people to notice and talk about. Something that makes customers say wow, that was amazing. I wasn't expecting that. So as well as the all important basics of customer service, things like keeping promises, calling people back, and being reliable, there's also the question of what your delight factor is going to be.
So just to clarify, I'm not saying you have to do something unique. You could be making bread or teaching Excel just like the next person. But if you can do with a delight factor, then you'll have the edge. Could your loaves of bread be in unusual shapes? Or could they have unusual packaging? Or be personalized in some way? Could your Excel training courses be hilariously funny? Or come with free app to test their knowledge? Or a weekly quiz that arrives by email? Or a Skype coaching update once a quarter? The question is what's going to be the special delight factor that makes you different, and makes people say I bought this bread today, or I went on this course today.
The difficulty with planning your delight factor is that there are no rules for how to do it. In fact, if there were everyone would follow them and then you'd be back at square one. So the game is to be a step ahead, to think of something that nobody else is doing, ideally, something that's cheap to do, but will make people think wow, I love that. For example, I stayed at a hotel in Athens. When I asked where I could get a stamp for my postcard, I know that's pretty old school isn't it, they just said have one of ours.
And there's a little bed and breakfast where I stay where the lady remembers me and she knows I like bacon and mushrooms for breakfast. So she always buys in some mushrooms especially for me when she knows I'm coming to stay. I'd really recommend that B&B to anyone. In fact, I have done. And then there's our builder. My house is always falling apart. It's quite old. He brings his own vacuum cleaner, and he hoovers up after himself so the house is actually cleaner than before he arrived. My wife loves him.
And we've recommended him to lots of people. The key is to have that delight factor on top of the perfectly fine product or service that you're providing. So what's yours? And if you don't really have one, what's it going to be? Start thinking now about what you could do to be the best. What would the best provider in the world offer? What do your best competitors do? Or what don't they do? What irritates you or your customers about the process at the moment? And how could make it better for them? Start thinking now about your delight factor.
It's vitally important and will make spreading the word much easier for you.