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How To Make All Of Your Marketing Efforts More Effective

Great word of mouth about your company makes all of your other marketing efforts much more effective.

Why IS Word Of Mouth The Most Effective Form Of Advertising?

But if someone you know, or better, someone you like, or even better, someone whose taste or opinion you respect, tells you that the Mocha’s Espresso stand on 4th and Main is awesome, or that the North Cascade Veterinary Hospital is the best around you will listen.

The Very Best Form Of Advertising

Let there be no mistake, unsolicited word of mouth is what will really drive in more new customers. This is (or should be) the goal of any company.

What Can Be Done To Improve Your Word Of Mouth?

* Employees who are encouraged to liberally compensate customers are happier employees! They feel empowered and will also give your business good word of mouth to THEIR friends. * The better your word of mouth the higher employee morale will be and the easier it will be to hire great employees and retain them!!!

Greeting a Customer

Always make eye contact with the customer the first second they come in. Even if you are with another customer or on the phone, make eye contact and acknowledge that they are there immediately. A simple gesture tells the new person that you see them and will be right with them.

Smile! Smile! Smile! Smile! Smile! Smile!
Your greeting should tell the customer, “I am glad you’re here!”

Greetings such as:

  • “Good morning! How can I help you today?”
  • “Hello, how is your day going so far?” What can I help you with today?”
  • “Hi, we haven’t seen you in a while!”
  • “Welcome, what can I do for you today?”
  • “Good afternoon! What can we do for you today?”

A friendly greeting immediately disarms the person and sets them at ease. It sets the tone for the rest of the interaction. No matter what the customer’s emotional state this will make things better. This is probably the single most important point for anyone working in any position where they greet customers.

Customers Waiting
If there is going to be a wait, tell the customer about it. Explain why, offer coffee, tea, etc. then every 10 to 15 minutes give the customer an update. Have gift cards from a local store, restaurant or espresso stand available for customers who have to wait too long. Always tell the truth about how long the wait will be. Saying it will be “just a few more minutes” when you know it will half an hour only makes things worse!

Answering the phone

Who ever answers the phone at any business is the most important person on the payroll! Why? It’s simple; they talk to more customers than anyone else. A great receptionist is worth their weight in gold. It doesn’t matter whether the caller is a new customer or an established one, how the phone is answered and how the caller is handled makes ALL the difference.

First impressions, First impressions, First impressions

If the caller is a potential new customer how the phone is answered is of the highest priority. Of course when you pick up the phone you don’t know if the caller is new customer or an established one. Any small mistakes or misses on the phone and the potential new customer may well move on down the street.

Your attitude and tone are EVERYTHING!
The most important characteristic is: FRIENDLY!

The telephone should be answered promptly and should not be allowed to ring more than three times. All telephone calls should be answered with a warm greeting,


The telephone rings: “Good morning, San Rafael Construction Company. This is George. How I can help you”?

Be cheerful, positive, concerned and helpful no matter what the caller has to say.

As soon as you know the callers name write it down!

If you ask the question: “May I please put you on hold?” then you MUST wait for the answer before doing so! If you’re not going to wait for the answer, don’t ask the question, just say: “Please hold” and put them on hold.

You should NEVER convey to the person on the other end of the phone anything other than “I am happy you called and eager to help you!”

• Attitude, attitude, attitude! Your tone of voice, sense of humor and level of seriousness are the most important factors. The busier you are the more important these points become!

Ending a phone conversation:

Always end the conversation with a “Is there anything else I can do for you today?” and “Thank you for calling!”