I Need A Good Reputation

Nobody’s making money until someone sells something.  So, who is really responsible for sales?  I would argue that anyone in any position is selling whether they’re asking for the buy or not. People sell loyalty by providing excellent customer service, we sell trust by doing the right thing, we sell product by solving a need/problem – and most importantly we sell “word of mouth and word of mouse” advertizing, good and bad, whenever we interact with a customer or prospect.

We all prefer to buy when we know someone else has already had a good experience. Social media (Twitter, Facebook, LinkedIn) has become a Mecca of resources for recommendations. Just post the question “has anyone ever bought XYZ from ABC?” and see what you get back! And, as human beings we are wired to want to help people succeed who are doing a good job, so we tell people freely when that is true. So there’s the good news – you get to choose.  Create a culture where you/your team consistently provide(s) positive customer experiences and you will get more business  . . .  or not. 

Here’s the scary news – there have been recent studies that found that 84% of consumers will tell someone else about a bad experience, which was up from 67% in 2006. And how easy is it to use email, FB, Twitter, or even the news media to proliferate a public warning? One mouse click away.

Forrester.com recently published a research study where it asked more than 4,500 consumers how often they talk about experiences with companies in twelve industries. It turns out that more consumers talk about good experiences than bad experiences with eight of the industries. Retailers and banks have the most consumers saying good things about them, and credit card providers, health insurance plans, Internet service providers, and TV service providers have the most consumers saying bad things. This negative bias is worst for airlines. As it turns out, Gen Xers and Older Boomers share news about a negative experience most frequently.

All industries and services take heed. More consumers share positive experiences and consumers tell more people about negative experiences.  Here’s the bottom line; people are talking. Whether the experience is good or bad, the consumer is going to tell someone about it. What do you want them saying about you, your product and your company?