About Adam Kipnes

Today we’ll cover the idea of shortening your customers’ decision making process with positive word of mouth. There are essentially 5 stages in the decision making process.

They are:

1. Give the product a chance and transitions from a “no” to a “maybe”.
2. Check out the options and investigate the different products available.
3. Observe the product to check for potential benefits, features and operations to see if there is a fit with their needs.
4. Become a customer and purchase their first item. They will be discriminate with their first product as they form their opinion of you.
5. Purchases again and starts spreading positive word of mouth as an advocate of your products.

So, let’s take a closer look at each one of these.

From “No” to “Maybe”

This stage is really important because if your potential customers don’t even take a second look at your products and services, then you have no chance of sealing a deal. This is why you need to offer credible information and well thought out pricing, guarantees and incentives.

Investigating Your Products

At this stage they are taking a closer look at your product line to see if there is actually anything that could benefit their life. This is where you need to make sure your hard information is right out there in front for the customers to see and compare.

Trial Period

Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. A good way to offer this is through demo videos, product demonstrations or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”

Make a Purchase

At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost effective and satisfying your product or service is. At this stage a common reaction would be, “It was really easy to use and learn from. It’s really great, you should get it!”

Advocates for Yours Products

At this last stage of decision making the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day and have already (or will be) back to your establishment for more.

We talked a minute ago about the different types of purchasers. Now we are going to take a closer look at their characteristics, so you can figure out which tactics are best to use at the right stage of the decision making process.

The Innovator

• Wants to stand out from the crowd
• Know what’s hot and trendy
• Likes “strange” or “weird” new products
• Wants to be the first to try and will talk about it animatedly

Early Adopter

• Driven by excellence
• More concerned with possibilities than realities
• Always looking to be a leader
• Always looking for a new vision

Middle Majority

• Wants to be perceived as competent
• Concerned about practicality and easy comparisons
• Needs an easy way out if not satisfied
• Wants products that meet the industry standard

Late Majority

• Generally skeptical and wants to know the risks upfront
• Needs to shop around for the best deal
• Needs a support system
• Wants what everyone else has

Laggard

• Needs it to be completely safe and traditional
• Needs reassurance that nothing will go wrong
• Won’t try new things unless it’s the last resort
• Will search for loopholes and problems
• Wants to use it in the standard industry way

As you can see, each type of consumer wants something just a little different depending on their personality type. The key to successful word of mouth is to target and cater to each type of consumer. If you need help identifying the types of consumers you are currently helping and how to attract the types you are lacking, try our FREE test drive for the resources and tools you need to get the job done.

Next time we’ll talk about how word of mouth messages are delivered and what you can do to help facilitate that.

How do you harness the power of word of mouth?  Learn the six step process to success and the 30 (that’s right, I said 30) ways to harass the power of WOM. So, let’s get started!

There are six steps to harassing word of mouth:

1. Understand your customers’ values and priorities, this will help you understand why they would buy your products.
2. Understand the different adopter types: innovators, early adopters, middle majority, late adopters and laggards.
3. Identify which decision stages are needed for your product to be adopted.
4. Use the information from steps 2 & 3 to figure out which wording and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
5. Put together the resources for the highest word of mouth impact.
6. Create and implement your word of mouth campaign.

The Decision Maker Matrix is based off years of trial and error by George Silverman. It essentially charts to different concerns you may come across when working with different adopters and putting together a decision process for each one.

We are now going to move on to the 30 ways to harass the power of WOM:

Use Experts

Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:

• Customers
• Suppliers
• Experts
• Salespeople
• Experts’ roundtables
• Experts’ selling groups

Seminars, Workshops & Speeches

These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:

• Speakers program
• Seminars
• Group selling
• Dinner meetings
• Peer selling groups
• Teleconferenced experts’ panels
• Trade show events/opportunities

“Canned” Word of Mouth

The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:

• Videotapes
• Audiotapes
• World Wide Web
• CD’s

Referral Selling

As we’ve talked about before a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:

• Testimonials
• Networking
• Referral Selling Program

“New” Media

The concept of “new” media is the use of up and coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Here’s some of the “new” media options:

• Hotlines
• Faxback services
• Web-based word of mouth, such as forums, e-mail, etc.
• Call centers

Using Traditional Media for Word of Mouth

Using traditional media is a great way to get feedback. These are still considered main stream ways of interacting with the public and consumers. Some traditional media outlets are:

• Customer service
• PR
• Placements
• Events
• Promotions
• Word of mouth in ads, sales brochures, or direct mail
• Salesperson programs, sales stars, or peer training,
• Word-of-mouth incentive programs (“Tell-a-friend” programs)
• Customer gifts they can share with their friends (articles, how-to manuals)

Internal Word of Mouth

• Encourage employee word of mouth and sharing feedback with family, friends and others
• Offer rewards or commission for word of mouth success

As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our FREE test drive to access our exclusive resources that can help you put this whole thing together.

Last time we talked about the second part of word of mouth tactics which help you put together a system to help shorten the purchasing decision time of your customers which can increase your profits immensely.

Today we’re going to talk about the nine levels of word of mouth which gives you a tool to measure the word of mouth circulating around your company, products and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.

So, launching into the nine levels of word of mouth-it should seem relatively obvious that the negative levels are, well, negative and the positive levels are positive.

Minus 4

This is the worst of the worst and means your product is creating a scandal. Remember, when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.

Minus 3

Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you.

Minus 2

While, not outwardly boycotting, when customers are asked about you they will give a negative response.

Minus 1

At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings, this can be a little confusing.

Level 0

This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a bit of a slippery slope, because you don’t want to turn that neutral experience into a negative one. In fact, you should work to make it a positive one.

Plus 1

At this level we are finally starting to work our way into the positive word of mouth about you company, products and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.

Plus 2

When asked, your customers will talk about how much they love your products.

Plus 3

Customers will go out of their way to talk about your products, services, company and their shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.

Plus 4

Your product is the toast of the town. There is an obvious buzz going around and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service and how they perceive the company to help them in the future.

Some great examples of Plus 4 companies are:

• Lexus
• Harley Davidson
• Saturn Cars
• Netscape
• Apple Computers
• Celestial Teas

We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our FREE test drive to get help from our experienced business coaches.

Next time we’re going to talk about the 30 ways to harness the power of word of mouth.

In the last post we started our series on word of mouth and talked about how to make your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We’re going to talk about the power of word of mouth and how to mold it to your advantage.  Coach your reputation.

The reality is everyone needs an coach to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:

• Accelerate the decision making process for increased profits.
• You can accelerate product making decisions by making the process easier.
• Instead of low-ball advertising and the used car salesman approach, try delivering on your word of mouth promises.

Traditional advertising draws about one response for every thousand ads and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.

So, what exactly is word of mouth? Well, we know how powerful it can be, but to define it: Word of mouth is a communication that happens between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust.

Now, compare this to advertising where you are providing a message to a potential customer where they have not established relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now let’s take a look at some reasons why it works. Some of these are:

• The information is custom tailored to the potential customer because of the friendly relationship of the referrer.
• It’s more personal, relevant and believable.
• It’s customer driven.
• It’s self generating and can take on a life of its own, especially with the information age of the Internet.
• It becomes part of the product’s description.
• The source of word of mouth can be important and more effective when coming from an expert.
• Word of mouth saves you time and money.

To fully utilize word of mouth you need to understand:

1. Where is your word of mouth coming from?
2. What products are being affected by word of mouth?
3. How is your word of mouth traveling?

Once you know these things you can work out a plan on how to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our FREE test drive to access our wealth of resources and tools.

Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.

Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson we’ll get a feel for what exactly word of mouth is.

Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and client who will sustain your business for a long time.

Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariably to travel faster than good news and if you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know to not buy your products and services.

The age of technology has proved to be an amazing benefit in the world of word on mouth. With blogs, podcasts, online marketing, forums, social networking and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.

Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/client choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle. They are:

• Increase the overall dollar amount customers spend on each purchase
• Increase your number of customers
• Increase frequency of purchases

Let’s take a deeper look at decision speed. Offer simplicity, ease and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends and make the decision to purchase more quickly. This can raise your market share by over 100 times.

The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees and product quality.

The next area I want to talk about quickly is how to minimize the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.

There are a few secrets to accelerate the customers decision making progress:

• Your benefits, features, claims and promises must be obvious, clear and concise.
• The information you offer must be complete, easy to understand, credible and balanced.
• Use comparisons that show a marked difference.
• Your guarantees must be rock solid and more than the customer expects.
• Make trial periods easy.
• You must have simple evaluations of your products or services.
• Testimonials need to be relevant and positive.
• Your support, delivery and other operational systems must be perfect.

Your website can be as good as you make it. You can offer more than information, you can offer an experience that guides your customers gently through the decision making process to make it easy for them to buy. Take it a step beyond by offering toll-free support numbers, software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.

This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they are experience in their purchasing experience that is making their decision time long, try our FREE test drive and work with one of our coaches to come up with the best way to smooth out your purchasing experience.

The last few posts have talked about how to multiply the resources that you’ve worked hard to maximize. So far we’ve covered:

1. Call in the Troops
2. Bring ‘Em Out of the Woodwork
3. Black Sheep Clients
4. Olympic-Size Sales Staff
5. Open Water Fishing
6. Call for Back-Up
7. Go Big Online
8. Bartering with the Best
9. Give Away the Farm

Today we’ll finish up this series with the last three ways to multiply your maximized resources. We’ll cover:

1. Finding Your Pot of Gold
2. Stay at the Top of Your Game
3. Wealth from the Inside Out

These areas are all key to keep up the momentum you’ve found in making what you have work harder for you.

Finding Your Pot of Gold

You must always have a goal you’re working toward in order to stay on course. Your goal needs to be something you can attain and utilize your full potential. Don’t be afraid to aim high, just make sure you are clear on what your goal is and exactly what you need to do to get there. You need to continue to hold yourself accountable to your goal and raise the bar as you accomplish the steps to your goal.

Stay at the Top of Your Game

Once you’ve mastered these areas, you need to make sure you are staying competitive and constantly coming up with new ways to use your new tools. Don’t rest on one success when there are more on the horizon. To continue to be successful your business must continue to learn and revolve.

Wealth from the Inside Out

Wealth and riches are defined within yourself, not by your profits or the world beyond. You can use all these strategies in both your business and life to find a greater level of success. When you naturally reflect who you are and what you mean, you will automatically attract the right people to you. This will happen in life and in business.

You are capable of reaching your goals as long as they are well-defined and a solid road is built to them.

Throughout the last seven lessons we’ve talked about how to take a hard look at the resources you currently have right in front of you and maximize them to get the most out of what you already have. Then turning around and multiplying those maximized resources to take them to the next level.

If you need help with any of these areas, steps or processes, try our FREE test drive to gain access to our resources, tools and business coaches-All there to help you succeed.

Over the last few posts we talked about how to multiply the resources that you’ve worked hard to maximize. So far we’ve covered:

1. Call in the Troops
2. Bring ‘Em Out of the Woodwork
3. Black Sheep Clients
4. Olympic-Size Sales Staff
5. Open Water Fishing
6. Call for Back-Up

Today we’ll cover the next three:

1. Go Big Online
2. Bartering with the Best
3. Give Away the Farm

Go Big Online

There are businesses who solely operate online, there are those with only physical addresses and there are those who do both. Those who do both are by far more successful than the previous two. When you take the time to establish an online presence you open up your business to the entire world, through a few clicks of the mouse.

To successfully sell products online, you need to:

1. Offer high-quality products/services that people want.
2. Build an attractive, effective website that’s user-friendly.
3. Generate high-quality traffic at a low cost.
4. With all of these things in place you can find success with you online exposure.

Bartering with the Best

If you’ve ever gone to a yard sale and paid the sticker price, then you need to up your bartering game. Everything is negotiable and you need to take the time to barter with your suppliers. Companies are always open to bartering and when all is said and done you could find yourself saving significantly on the things your business needs to operate smoothly.

Give Away the Farm

Ok, so not literally, but you have to be willing to stay in contact with prospective clients and offer them products and services they are going to need. You don’t know what they need until you offer them everything you’ve got then work with them to put together the perfect package the fit their needs.

When you take the time to put yourself at the front of their minds, they are more likely to work with you going forward. You can do this by offering free newsletters, a free consulting session or other valuable tool.  Download a free report template here and get started now!

This wraps up these three areas of multiplying on the resources you’ve maximized. If you’re not sure where to start or are feeling a bit overwhelmed, try our FREE test drive to work with one of our amazing business coaches who can help you navigate these peaceful waters.

Next time we’ll finish up this series with the last three ways to multiply your maximized resources. We’ll cover:

1. Finding Your Pot of Gold
2. Stay at the Top of Your Game
3. Wealth from the Inside Out