Sigma Web Technologies

Greetings!

How exactly does word-of-mouth business happen in the first place?
You provide a service. The client talks about it. The level of enthusiasm, conviction, delight and other factors increase the chances that the person hearing about your business will check out your service. It might take that client talking about you five times, ten times or twenty times before someone picks up the phone and calls you.

Let's take a closer look at word-of-mouth marketing and introduce a "killer" tool to increase the effectiveness of your word-of-mouth marketing.
Word-of-Mouth is based on enthusiasm, conviction and delight.
What you are trying to do in increasing word-of-mouth business is very simple. You are attempting to increase the level of enthusiasm, conviction and delight in your client.

 Think about how you decide to go to a movie. It doesn't work like this:

You: "I went to a movie yesterday, the name of the movie was XYZ."
Them: "Great I think I'll go to that movie too."
In the same way, when someone is talking about your business it doesn't go like this:
You: "I worked with xyz management consultant on a project this month."
Them: "Great, I need a management consultant, please give me their name so that I can use them as well."

 If this were the case there would be no need of marketing at all! Word-of-mouth would be instant and frequent. You'd just need a project or two and before you knew it, you'd have all the business you could handle.

 What really happens in the course of the conversation above is that the person speaking with you asks several questions: "What did they do for you, what was it like working with them, did they produce the result you were looking for. etc." If you respond with enthusiasm, conviction and delight, the chances are much higher that you'll get that call. So our job is to intentionally do whatever we can to increase those kinds of responses from our clients.
Our Clients Expect Us to Get the Job Done!
They expect results. They expect good service. They expect us to keep our word. So if you give all of these things to a client you'll be giving them exactly what they expect. You can't offer less than this and expect to get word-of-mouth business.

But if you give them more than they expect, you'll start getting the enthusiasm, conviction and delight that results in much more-word-of mouth business.

An Easy Way to Give Them More Than They Expect
Hand-written thank you notes and cards are the very foundation of this "More-Than-You-Expect" strategy.

Think back to the few times you've received a hand-written thank-you card or note. Didn't it make you feel good? Didn't it make you feel that this person really cared? Didn't it make you feel good about the person who sent the note? Wasn't it something special, a bright spot in your day?

That's exactly why they work so well. And the more you use them, the better they work.

Hand-written thank-you cards and notes work to generate more word-of-mouth business because:
  • It's unexpected and it makes people feel good
  • It really shows you care and are thinking about them
  • Shows that you're organized and on top of details
  • Increases both your trust and affinity with people
  • Demonstrates that you went out of your way to do something for them
  • Gives them something tangible and physical that reminds them of you
  • Is easy to show to co-workers and associates
  • Is easy and inexpensive for you to do
  • Can be done virtually every day
  • Can be done no matter what your budget is
  • Doesn't take any real "marketing smarts"
  • Makes you feel good as well as bonded to the client
So when do you send hand-written thank-you notes and cards?
Frequently, regularly and systematically. This isn't something you do once in awhile. This can become your core, central marketing activity. I have a friend who She makes a habit of sending at least 3 thank-you cards every single day. If you can't imagine doing that, she suggests doing it like you take vitamins - one-a-day at minimum!

When should you send thanks-yous and what should you say?
When you've set an appointment, set the tone of your meeting by letting them know you're looking forward to getting together with them.
"I really look forward to meeting with you next Tuesday about the possibility of helping you in your distribution efforts. I've enclosed some additional information on our services. I'll see you at 1:00 p.m."

When you get new business
As soon as you close a deal, your hand-written note will make them feel confident that they've engaged you.
"Thank you so much for having confidence in me for this upcoming project. I'm really looking forward to working with you and your staff. I'll see you bright and early on Monday."

When you complete a project
When you're all done with a project, a hand-written note gives closure and increases the chances they'll hire you again.
"It's been great working with you on the XYZ Project. Working with you has been very rewarding and I'm excited that we were able to accomplish the objectives we set. Looking forward to the next time we can work together."

When you get a referral
Don't just send a note when you get the business from the referral. Send a note right after you've spoken or met with the referral, even it you didn't get the project, thanking them for referring you. When you get the project, send another note.
"I truly appreciate the lead to ABC company. They called me today and we had a very productive conversation. I'll be meeting with them next Thursday. I'll keep you posted on how it goes."

When someone helps you
It could be anything. Someone gives you a resource, an idea a compliment, an encouragement. They get a note as well.
"Thanks for saving me the other day! That information was just what I needed for that project. I'm glad I can always count on you in a pinch. If you need anything, do let me know."

When you meet a new contact
Through a networking event, through a business associate or any other business situation. Write a note on the back of their card so you don't forget them and send a thank-you note the following day.
"Great meeting you at the association gathering last night. Here's a copy of that article I mentioned. If there's any way I can help you make contacts in the association, please don't hesitate to give me a call."

Wow, that's a lot of notes, you say. Yes it is, but you want to make it such a habit that you do it almost instinctually. You do it as a way of doing business, as a way of life. And after all, it's not such a big deal; you can do a complete note, including address and stamp in about 2 minutes flat.
 
How About Email Thank-Yous?
Email thank-yous, by their very nature are less personal, however email has an important benefit: it's instantaneous nature.

In about 1 minute, you can fire off a thank you as soon as you get back to the office. Use this as an opportunity to confirm your next actions, too.

Thank you so much for taking the time to meet with me today, Bob. And thank you also for the introduction to Amy. I have already called her, and will be meeting with her on Tuesday. I'll let you know the results.

Little Extras
Sometimes the occasion calls for more than a thank you card or note. Something that always works is sending newspaper or magazine clippings - articles, cartoons or other items relevant to your recipient. Or maybe something really unique: a gift box of delicious chocolate truffles with your company logo on it!

You really don't need to write a literary masterpiece.
If you write thank-you notes regularly, you'll increase your word-of-mouth effectiveness and likely make some new friends,too! It's the thought that counts. Make your notes short and simple like my examples above.

I promise that if you get into the thank-you note habit, either on paper or by email, you'll feel better about your business than you ever have before. A good time to write them is at the end of the day because it ends your day on a positive note - pun intended!
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Regards,

Larry Levenson
Sigma Web Technologies