Waking through a mall in the city today had me wondering about the different degrees of success stores have -some of them being empty, some others a bit packed-. The question is: what does it take to attract more customers than your competitor?
In the current era where we live in, where information spreads in a matter of seconds across thousands of people, word of mouth has become a very integral part of the marketing process, and while not recognized as a textbook advertising method, the implications it has carries a great importance when talking about the promotional mix. So how exactly does word of mouth work?
Body Language
Let’s say you own a mini store that cells gadgets for cellular phones. You (or your salesman) are sitting at the store doing whatever activity that comes out, like checking your text messages or your email -even though you had just done it an hour ago-. Clients walk by and they notice your demeanor, and while not everyone is a body language expert, one could say there is a fair chance that a random potential customer may feel discouraged of entering your store. People like to be treated nicely, and customers in particular like it when you show an engagement behavior hinting that they will be helped and treated nicely.
Good morning!
Greet everyone you meet with a kind and sincere smile. You don’t want to sound like an alarm clock, but you definitely want to demonstrate a little bit of proactive attitude. I know this is very hard because it is a task that requires endurance and stamina. Out of a hundred people, perhaps less than 30% will respond positively to your gesture, and let’s say only eight will actually engage in business with you. This means that your focus has to be placed on leaving a great impression on those eight people, but who knows how many turns the roads of the others who didn’t enter your store have. They may not have answered you, but seeing how friendly you were to them, they may come back in the future.
Active listening
Now let’s say that someone dropped by your store, responded positively to your greeting and is requesting either information about a product/service or shows interest to buy something. What is taking place at that moment is the beauty of the “Decision Making Process applied to Purchases.” The customer has an unfulfilled need and they are scanning the available options. It can be something as simple as a pin, a new cell phone, a brand new dress, or even professional services. If they do not like what they see on you (or your store), they will walk away. Regardless of whether if you can help them or not, you want them to leave with a positive impression, because eventually they may have the need to come back to you, and after having scanned you before, they will know whether if you are a possible option or not in the near by future.
Be nice, look nice
Another important ingredient is the visual aspect. You want to look good, which means dress nicely, wash your face, smell good, comb your hair, and do everything necessary so that the people you interact with see in you an image or professionalism. People always take kindly to appeal and there is greater chance of attracting customers if you are visually appealing. You don’t have to be Brad Pitt or Salma Hayek; just make sure look nice and bring in that “wow factor.” Combine that with a friendly attitude and a positive body language, and you have a very good combination!
Closing Thoughts
These little details will add up for a positive reaction from your leads, customers an clients. Sooner than later, you will see how more people will want to do business with you. And remember: the more satisfied your customers are with your attention, the more likely they will return the favor with positive recommendations. Word of mouth at work.
Treat your customers just as you would like to be treated.
HR