FACT: In a world where no-one believes what companies say about themselves, potential customers depend on what others say about you.FACT: My business grows because of the extraordinary power of word-of-mouth recommendations and referrals.
OUR HERO: Jenny (pictured left) is our hero of the month. To be precise she is our Referrer of the Month at The Directors' Centre. She is remarkable and yet she insists on remaining anonymous. She admits to being a shy-patch and while she loves to help our business (and others) she would prefer to not be identified. Fair enough.
Jenny is one our ambassadors and raving fans. She loves what our business does and she takes every opportunity to share her piece of knowledge, her special relationship, with people she meets.
THIS MONTH: So far this month she has sent us five very warm referrals/leads. Three have already been converted into business.
Jenny tells her business acquaintances what we do and how we do it so when she tells us to "give them a call" then we know that they are pre-qualified potential clients who have been literally been pre-sold our offering.
A COUPLE OF POINTS:
- Jenny gets no kick-back or commission - she helps our business because she believes that we are "such a good thing"
- We never asked Jenny to help - she just wants to. She says she wants "to give back to and help us" because of how much we helped her
- If we had asked her to help or we had offered her a reward then she would have been offended - this is her thing (hence the anonymity).
AND FOR YOUR BUSINESS:
- Who are your raving fans and ambassadors?
- Who have you blown away with your legendary service?
- Who have you affected so much that they would want to see others also benefit from your business?
- What would you need to do to get this untapped resource working for you?
- Do you have a formal process for identifying, nurturing and developing relationships with the Jennys of the world? If not, why not?
Most of us have a budget for advertising and web costs etc but we don't have a time and money budget for developing the WOM marketing - yet for many of us WOMM generates most of our new business. Just think about it for a minute.
27 comments:
OK - so who is she and how can I get her to drive clients to my business?
TW
Finally a decent post about real business and not bullshit platforms.
What an excellent advocate!
What type of business is Jenny in? Is she ideally positioned to refer to your type of specific service?
I'm interested, as if she happens to be a business banking manager, impressive but not surprising. However, if she happens to be a Postmaster, it would be that much more interesting.
Whatever the situation, it's clear that she has the intellect to know the value of what you do. She is therefore a good friend to you, but an ever greater friend to those who she recommends you to.
If only every business had such caring friends as Jenny!
Does every business have a Jenny but just isn't aware of who they are (or just doesn't know how to 'exploit'/use/benefit from them?
TW
Andy
RE: platforms - I think we do need to talk this stuff through. Another Robert saying I will quote:
"Can six million flies be wrong about one lump of sh*t?"
I think so!
TW
Hey - just realised that while Robert does challenge us RE "bullshit platforms", he hasn't yet mentioned The Apprentice, Dragon's Den or Big Brother. Maybe he hasn't got a TV! Shhhh!
TW
TW, I like the analogy.
'Andy' said
"Finally a decent post about real business and not bullshit platforms."
Can I extend his/her comment to
"Finally a decent post about real business and NOT BULLSHIT THEORY OR PLATFORMS."
Robert, a quick review of the THEORY quoted on this blog shows that none of it/them seems to stack up.
If we are all agreed on that then why do you even bother to mention it?
BB
A couple of quick answers.
Jenny works in a Regional Business Support Organisation (constantly interfacing with growing local businesses).
I am willing to consider 'latest research' as a springboard... as it may stimulate me into re-considering how we (me, my business, our clients) do stuff. However, it rarely 'stacks up' on its own.
I care about results and so I am on the lookout for how we can get clients/businesses to take the most relevant and effective action.
I cannot simply dismiss 'bullshit platforms' without first checking the facts; there might be some evidence that there is a measurable, quantifiable benefit (ROI) for certain businesses.
RC
RE TV Programmes
Don't start me on programmes that deliberately allow (stupid!?) people to be humiliated for the amusement of others.
Apprentice and DD have encouraged more people to talk about business (a good thing) but the distorted 'reality' they present is not helpful.
You have got better things to do than listen to me rant. I will reserve this conversation for the walk home from the pub tonight!! "And another thing..."
RC
BB said "Can I extend his/her comment to 'Finally a decent post about real business and NOT BULLSHIT THEORY OR PLATFORMS...Robert,' a quick review of the THEORY quoted on this blog shows that none of it/them seems to stack up.." Well said, could not agree more!
For one - I am totally confused with Robert's comments:
"I am willing to consider 'latest research' as a springboard..."
Then "My comments (and title) was meant to come across as sarcastic -maybe even facetious.."
Was he serious or not? Is he interesed, or not?
SW
SW
Oh things seemn to get a little complicated when I try to add a little humour... especially when I am writing and some of the subtelty of tone disappears.
I use different voices (or wear different hats) and sometimes the blog reader can not pick up on all the nuances.
Sometimes I wll report something out of curiosity - purpose is to say "look at this - I have no opinion but it seems interesting..."
Sometimes I wll report something that I think stinks - purpose is to say "look at this - can you believe this garbage?..."
Sometimes I wll report something out of ignorance - purpose is to say "look at this - I don't know much about this so can someone help me? what do you make of this?..." and so on.
In attempts to be brief and succinct (as well as relatively spontaneous) there is a risk that I get misunderstood. I will try to be clearer in what I am doing (without adding too many words).
RC
I forgive you Robert, please carry on.
SW
Robert
It is very tricky to be sarcastic sometimes and serious other times.
Anyone who has seen you 'perform' will be aware of your strong sense of humour, sarcasm and irony.
I guess that out of hundreds (thousands?) of readers only a handful don't get it and grumble. They are on "the outer shoulders of the bell curve" (your phrase) so continue doing what you are doing.
Yes, you are forgiven!!
BB
(trying to be brief!)
Robert
Regarding your "'latest research' as a springboard" comments, it all makes sense now.
You'd be mad not to look at what others are saying (so do you apply the "use it as a springboard" philosophy to include looking at new tools and techniques?? Competitors' webistes?? Competitors' FB and Twitter accounts?
When was the last time you came across a piece of research that really did the trick for you?
In briefness
BB
Re TV programmes of the "reality" realm, the most disturbing aspect for me is replication of "Apprentice" TV style attitudes in the corporate World. This is especially so with gen Y and MBA types. They apprently learn their strategic "skills" from such dross as Dragon's Den etc.
Or, is my assumption incorrect; reality business TV programmes are merely mimicking the management styles of said groups?
Sorry, I don't do "brief"...
Andrew S
Good question. I reckon it's an indication of today's attitude - greed and shortcuts.
The nauseating reality shows that do business, produce what sells ads and so give the public what the public wants.
I don't remember the actual posts, but there was a debate on this blog about business schools and what they produce these days, including people and research. The business schools also produce what sells, and so give the public what the public wants.
Whether nauseating TV, or nauseating "business" men and women, it all leads back to the green eyed monster and the complete lack of long term, community oriented vision. Gen Y fit this profile nicely.
I don't "do" brief either!
SW
The TV programme debate:
Lord Sugar as Entrepreneruship Tsar - I don't believe it. How can this be!? A stupid, bitter man who represents business so badly on TV.
Yes, he has made some money but getting a man who has the reputation for firing people seems a little curious.
I can think of many who would be more appropriate.
And if he is just 'adviser' then why has he been made Lord S.? I despair.
BB
BB
I agree, and also despair. If there were to be any sort of Tsar, why not someone like Branson?
This is yet another bold display of the sort of f***k you it's all mine! that Brown & Co get away with.
What value will Sugar add to the UK? None, I say!
Reality Business TV does not mimick reality.
Dragon's Den and The Apprentice are not helpful as reference points.
They give the non-business person a hugely warped/perverse sense of what business is about ("me, me, me, profit, profit, profit, stab everyone else in the back... I am the boss... you're fired...") -its like a throwback to Thatcher's Britain.
They have and I quote "made the world of business more accessible" which is a good thing but on balance, the messages are not all that helpful.
It can, however, make compelling (if predictable and formulaic) entertainment.
Robert
I think this blog got highjacked along the way which is a bit irritating.
The key point was about Jenny and her value to RC. To me the most important bit was where she is positioned. She does not appear to be in conflict in any way and has the additional benefit that as a government employee (or similar) the potential clients let their guard down when they talk to her. If the approach was more typical of a consultancy looking for work, the door may have closed a long way back. But fair play to RC and Jenny for making the connection.
There are lots of Jennies about if you take the time to nurture them. I have a lot of them and have diligently built them up over the years. Some I have not contacted for a time but if I do I will get help.
Some of them I have worked for, others I have helped to prosper.
Its not a quick fix but it is a long term one
The Referrer of the Month in RC's June Blog is a good example for the Power of the WOW factor.
It also acts a good reminder to me, as someone who achieved the Wow Factor with clients in a previous (business) life, and who Needs to Achieve the Same NOW in his present business (business support services).
There is also a hidden underlying value and message. I truly believe Jenny's ambassadorial relationship with DC will generate payback for HER without her even trying, either from the Director's centre, or more likely from a totally unexpected source. Have you had an experience like that? Goodness is always repaid - even in Business. Jenney's example flies in the face of 'cut-throat' tactics or even "I scratch your back, you scratch mine' schools of thought.
Robert Craven is an example of 'how to' manage a business well, and to achieve the Wow Factor. We need to do what he does, to get what he gets.
Julian
Good point. Apologies for the following clumsy analogy
Jenny does not get paid any kind of kickback.
Therefore our 'debt' to her is left unpaid.
Therefore we look for (other) ways to 'repay' her. Hence we try to send her referrals and leads, spend time with her etc etc.
For most people an unpaid debt leaves 'guilt' and you try to 'settle the account'.
Robert
The Referrer of the Month in RC's June Blog is a good example for the Power of the WOW factor.
It also acts a good reminder to me, as someone who achieved the Wow Factor with clients in a previous (business) life, and who Needs to Achieve the Same NOW in his present business (business support services).
There is also a hidden underlying value and message. I truly believe Jenny's ambassadorial relationship with DC will generate payback for HER without her even trying, either from the Director's centre, or more likely from a totally unexpected source. Have you had an experience like that? Goodness is always repaid - even in Business. Jenney's example flies in the face of 'cut-throat' tactics or even "I scratch your back, you scratch mine' schools of thought.
Robert Craven is an example of 'how to' manage a business well, and to achieve the Wow Factor. We need to do what he does, to get what he gets.
I think this blog got highjacked along the way which is a bit irritating.
The key point was about Jenny and her value to RC. To me the most important bit was where she is positioned. She does not appear to be in conflict in any way and has the additional benefit that as a government employee (or similar) the potential clients let their guard down when they talk to her. If the approach was more typical of a consultancy looking for work, the door may have closed a long way back. But fair play to RC and Jenny for making the connection.
Re TV programmes of the "reality" realm, the most disturbing aspect for me is replication of "Apprentice" TV style attitudes in the corporate World. This is especially so with gen Y and MBA types. They apprently learn their strategic "skills" from such dross as Dragon's Den etc.
Or, is my assumption incorrect; reality business TV programmes are merely mimicking the management styles of said groups?
Sorry, I don't do "brief"...
OK - so who is she and how can I get her to drive clients to my business?
TW
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