Random Thoughts

One of the best things that can happen to your marketing efforts is to find someone who starts telling their friends and associates on how good your product is. Word-of-mouth marketing is a powerful tool because a lot of people tend to buy on the basis of someone’s recommendation. I know it works because I have bought things based on a friend’s comment or experience e.g. our current family car is a case in point.

How can you find out? Well, for starters, they are the ones who send you an email or two pointing out a defect or missing feature in your product. They also tell you that they are happy with your product and they have recommended it to their friends or officemates. Thank you lucky stars for this type client. You must try extra hard to keep them as clients for the long term. How can you do this?

1. Cultivate the relationship. This means you have to communicate with them more often in whatever medium e.g. exchange more frequent emails asking them about the product, or offering some assistance, etc.; make an occasional phone call, etc. The relationship should move beyond the intial seller-buyer type. In essence, you have to start becoming friends. Once the relationship is on a new level, you can be more bold and ask them for referrals. I think they are more likely to refer you at this stage rather than asking for referrals after they just have bought your product.
2. Think of what you can offer them. This may translate into offering special discounts or giving them an advance preview of the next version of your product.
3. Get them involved. Ask them if they are willing to be the early adopters of the next version or new product you are developing.

On the other hand, you also have to make sure that they do not have the final say in your product’s direction i.e. do not get into a situation where you think you “owe” them something just because they have been providing feedback and comments about your product.

Sometimes, it also helps to go the extra mile for your other clients i.e. those who are not know to be enthusiastic about your product. Do something different e.g. send them a handwritten thank you card a week after they have bought your product. Nowadays, handwritten notes or letters are becoming a rarity and doing this will make you stand out and get noticed. The name of the game is to be in their radar all the time so that you can then approach them later for some referrals which may translate to more sales.