The best word-of-mouth programs I’ve seen happen by design, not by accident or wishful thinking. Unfortunately, many businesspeople view word of mouth somewhat like the weather: “Sure it’s important, but what can I do about it?” Based on more than two decades of research, observation, and practical experience, I’ve found that in addition to focusing on the important issue of customer service, the average businessperson has much to do in order to build a referral business.  Word of mouth...

If you really want to succeed at networking, take a look at the following tips and insights: Notable Networkers are people who are skilled at networking and committed to the idea that givers gain. By helping other businesses get new clients or customers, they get new business sent their way. The key to building a word-of-mouth-based business is mutual support, not necessarily friendship. Organizations that network effectively provide opportunities to develop and exchange quality business referrals. Being a member of...

Smart, enterprising businesspeople know the importance of networking and how it is a huge opportunity to increase word-of-mouth and gain business referrals. However, one of the biggest mistakes people can make is failing to follow through. One of my employees recently told me a story that should serve as an important lesson to all of us on how networking without follow-through is nothing more than a waste of time. Note: The names in this story have been changed to protect the innocent . . . and the guilty. My emp...

Professional associations, or knowledge networks, have been around longer than almost any other kind of group, from the medieval guilds to crafts associations to today’s professional groups and industry associations.  The primary purpose is for the exchange of information and ideas, whether intraindustry or interindustry.  Some of these groups limit membership to their own industry, but quite a few groups that represent industries other than your own will allow you to join as an associate member (as oppo...

If you want to develop an effective word-of-mouth campaign, you’ll need to have an arsenal of credibility-enhancing materials at your disposal to make the most of every networking opportunity. Below is a checklist of items you may already have available or wish to begin assembling, which can be used as collateral materials in developing your desired image.  Testimonial letters from satisfied clients Photos of yourself and your office facilities, equipment and products Photos of your key customers Photos of awa...

Over the years, I’ve run into countless people who believe that joining groups and organizations and becoming active by volunteering, taking on responsibilities and working side-by-side with other people on a common goal will cause people to get to know them and refer business to them.  However, this is not how things work. Granted, it’s easy to think that if you rub elbows with someone long enough he or she will spontaneously start sending you business opportunities. But that’s really nothing more...

Before television there was radio. Before radio there were books. And before books there were storytellers. No matter what the medium–stone tablets, movies, grocery store tabloids, the internet–the story is central. A good story stays with people and compels them to share it with others. It’s as true today as it was 2000 years ago–and it’s especially true of success stories. Everyone likes to hear them; everyone likes to have one. Do you see how this aligns perfectly with word-of-mouth m...