Personal recommendation is the best advertisement because it is free. But it’s not completely free, because you have to give customers a reason to recommend you. A well-known actor or athlete recommends merchandise in television ads he is said to be very knowledgeable about. Do you believe him? Some might do it, but most of them know that they simply got paid to recite the script according to the script. This is why similar ads have low performance, although celebrities are not the cheapest. Trust is very important for decision making. Now imagine that the same goods are recommended to you by a friend or family member.
Lehits entrepreneurs like to use personal recommendations. It is effective and free.
He doesn’t take money for it, so he has no reason to invent it. He will recommend to you what he has confirmed himself and say that because he wants to benefit you. You are sure to believe in this message much more than TV commercials.
Personal referrals are the most effective ads
Personal recommendations have several advantages over traditional ads. Firstly, as we said earlier, it works. While three-quarters of viewers switch or leave when an advertisement appears on television, nearly everyone hears the information of close people. It is also targeted. When you promote, for example, beer on television, you need to reach every viewer without discrimination, including children and abstentions. However, you would not recommend a new brand of tobacco to your sister if she knows you do not smoke. However, he can tell you about a great vacation, an interesting bike, or a recently opened furniture store, if he knows you’d be interested ( Read more in the book Lehits for the 21st Century).
“If you provide outstanding customer service, they need to know this.”
Cheap personal recommendation. It can be said that you will not pay anything for it, as it spreads on its own and you are full of helpers among satisfied clients. But it is not completely free. Like I said, customers must be satisfied. This will not happen on its own. Even the special rates have nothing to do with it. For shoppers to talk about you and recommend you more, they need more than a standard approach. Mostly we tend to post somewhat negative experiences. It is reported that a satisfied customer will recommend one or four other acquaintances to you, but any dissatisfied person can pass their negative experience to eighty people. Especially in the age of social networks, it’s easy.
So don’t spend money on advertising, however It is not free. You have to take care of your customers. Young entrepreneurs have ideal conditions for this, but unfortunately they often prefer to go the easier but ineffective way. I call it “self-service thinking.” The point is that they leave everything to the customer: get information about the product, find a supplier, buy, etc. The ideal is the store where the buyer serves himself and pays in the cash register. But how do they want to act about it in an environment where he does not meet someone? Only low price, but it has already proven ineffective.
What did the customer not buy and why?
Such an approach has another drawback. We already have adequate systems in place to fully evaluate what a customer has bought. But We don’t know what he didn’t buy and why. If he is looking for something or does not have accurate information about the goods, no one will advise him. You will simply go somewhere else. However, it will be difficult to recommend such a store to your friends. Alternatively, he can complain about it on Facebook. Hence, personal recommendations do not invoke self-service and automated services, except for a handful of tech enthusiasts.
For example, I recently read the opinion that in five years we will all pay only with smartphones, and there will be no cards or cash. Similar predictions are based only on technology development, but do not take into account the human factor. I know quite a few people, and among them are entrepreneurs who only pay cash when shopping and see the payment card as the enemy. Not to mention the smartphone. Some do not own it and do not want to have it. Likewise, the claim that self-service solutions, whether in physical stores or online, are exactly what people want. It is especially suitable for the businessmen who run it.
Find the human factor behind everything
So personal recommendations are not for everyone. But if you want to use it, you have to follow its rules. The first says that Personal recommendations are passed on among people. You must be at the beginning of this series to call it. You can read many complaints about the e-store address, but with a little bit of praise. But for example, in restaurants where human service is a norm, the proportion varies. However, the reviewers also give a lot of weight not only to the food but also to the quality of the service. Thus, creating an impersonal environment does not lead to a personal recommendation. Lehits entrepreneurs know this and therefore strive to establish friendly customer relationships and great service.
If you provide customers with superior services, He needs to know that. Do not think that they will notice everything themselves, it must be something out of the ordinary. So part of the promotion in the form of a personal recommendation has to be to encourage it. Find a way to make the benefits visible to your customers. At one point, the stores offered, “If you are not satisfied, tell us, if you are satisfied tell others.” Of course, that doesn’t work. Clients don’t want us to tell them what to do. They decide for themselves, but they need incentives. The ideal way to pass it is not the flyers and banners, but a personal interview with the seller.
When customers are bored when shopping, use intuitive marketing
Clients make decisions Does not follow rational arguments. Buying at a low price is also an emotional issue for them in the first place, not a math. Therefore, they respond to the big difference between the original price and the discounted price rather than the final amount. According to a recent Nielsen survey, 63% of Czechs are bored when buying food. How not, when the stereotypes of picking out goods from the shelves are stereotypes that no longer refresh events because there are so many of them the only thing they can “look forward to”. Even to the taste, if you come across them from time to time, they seem like eggs to each other. Of course, customers will not recommend such an approach. If you want them to go every day, then there is bound to be something different and fun with you every single day. This applies both to stone foundations and to the Internet.
In one of the meat and sausage stores, which I often recommend personally, there are two counters. They both offer the same range, the same quality, and the same prices. But one of them has a queue, while the other is empty. Clients are attracted to a couple of skilled and helpful salesmen and would rather wait for them to be served than go to the neighboring vendors.
Entrepreneurs who feel they make their customers think when they carefully select the right merchandise and set the right price, so I must be disappointed. The shoppers don’t care much nor appreciate it enough to recommend the company. Please, everyone has similar items and similar prices! They are interested in the human approach.
The reason for this is not difficult to find. In principle, our brain functions exactly like a chromosome brain. We have more information and more education, but we are making the same decisions. For the most part emotionally. This is the case for us Important contact with other peopleFor whom we have our needs as a social creature stored deep in the brain. New methods and technologies, shopping in the supermarket or in an online store, these are just short episodes in developing brain functions. When we have been shopping like this for a few dozen, or rather hundreds of thousands of years, we may adapt. So far, we have been prepared so that we recognize some of the benefits of anonymous buying, but internally we suffer from a shortage of others.
Correct negative experiences so customers can recommend you
After all, self-service shopping isn’t based on the need to not meet people, but because of it Customers have a bad experience with the service. There are still more feeders than vendors. No one wants to wait for employees to drop ordered merchandise on the table with an annoyed expression. But as the above example of a meat and sausage shop, or trying French pastry shops (almost exclusive counter counters), customers are willing to queue if they are ultimately rewarded with a friendly business dialogue.
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