How to harness the halo of the happy customer
These days asking for recommendations is a key way to find products and services. People trust reviews and seek them out to give them the reassurance to make a purchase. When a customer has a positive experience with your company, you’d be mad to miss the opportunity to harness the halo.
Beyond new leads
Many businesses are so focussed on ‘new leads, new leads’, that they are failing to recognise that there is much marketing potential in those who have already crossed the sales line. Once someone buys from you they are a highly potential asset, both directly and for the network they can speak to.
There are many locations to collect feedback:
- Directly on your website
- On social media platforms
- On search engines – Facebook and Google reviews for example
- Via third party sites – Checkatrade, Which Trusted Trader, etc.
The crucial point is that you need to ask! If you don’t ask, well, you know the next bit.
Top tips – where and how to deliver your messages
- Is there an opportunity to give out physical feedback forms or flyers on your premises with signs or reminders drawing attention to them?
- A feedback questionnaire can also be created on a free online tool and sent out via print, email, social media posts or put on your website. Though where possible make requests feel personal.
- Tailor specific questions to draw attention to the benefits of your offering.
- Though where possible make requests feel personal.
- Is there an incentive you can add, such a refer-a-friend scheme?
- Have a system in place to ensure you regularly capture feedback or reviews
- Aim for a broad selection of different types of customer or different areas of your business to best highlight all that you have to offer.
- Strike when the iron is hot – people are more likely to respond when the experience is fresh
- Be responsive; say thank you. It’s a great opportunity to stay in touch for future sales or recommendations.
It can take a while to build a resource of endorsements but be patient as it is well worth the effort. Remember, someone seeking such information is already engaged in the sales process and this ‘social proof’ could be the tipping point.