Another one bites the dust. Just when I found a Caribbean restaurant that makes great roti – it’s out of business. Last Saturday, I saw the closing of yet another local business. Owning a restaurant has taken quite a toll on its owner. She’s exiting her restaurant business badly beaten and discouraged with how things have turned out. The business has been a giant alligator that has eaten more money than it has produced over the years. Sounds familiar? Sadly her story is repeated in various local businesses all across Central Florida.
What is surprising is that Ms X (the owner) is not new to the restaurant business. Ms. X credited “word-of-mouth” advertising as the reason for her prior success in one of the northern states. She still does not understand if clients raved about her food why wasn’t it sufficient to help her succeed in business here in Central Florida.
The truth is even when you make a good product (or deliver exceptional services) and are in a great location, all businesses must still be proactive to ensure a steady stream of clients every month. As a business owner, you cannot afford to passively sit back and let your good product/service do all the heavy lifting of bringing new and repeat clients through your doors. The truth is you must create a culture of referrals within your client base.
Word of mouth advertising requires the entrepreneur’s participation. You cannot always rely on your customers to aggressively spread the word about your business. By providing your clients with a little extra incentive to tell their family and friends about your product/service, it’ll increase the likelihood of it happening. Some examples of incentives include referral cards, an upgrade, prizes, discounts, referral contests, and gift certificates. With slight modification, just about any business can use a customer referral program. Always thank customers who make a referral. Keep in mind referred clients tend to be more loyal and profitable than those who find out about you on your website or other advertising media.
As a Thanksgiving gift to you, I wanted to give you a free resource “The Definitive Guide to Using Word of Mouth Advertising Successfully in Your Local Business.” In it I reveal the system we’ve used to grow our client base and profits through referrals in the competitive and overly saturated landscaping business here in Central Florida.
Sherry Daniels manages a 20+ year Orlando based sprinkler system company. She is the author of “Secrets to Getting Paid for Working in Your Husband’s Business” available at Amazon.com. To request your free copy of “The Definitive Guide to Using Word of Mouth Advertising Successfully in Your Local Business” please email her at [email protected]
