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How You Perceive Your Customers is Reflected in your WOM Campaign

June 4, 2008

A marketers customer view will dictate the word of mouth marketing approach they will use. Marketers that have a transactional view of customers tend to focus on building awareness versus building a relationship.

Far too many small businesses think of their interaction with customers as a transaction. In other words, we focus intently on making the sale, closing the deal. The deal becomes the focus. Just get that paper, the cash, the Benjamins. As a result,we do things that make it really difficult to establish a meaningful relationship.

In a transaction the focus is on completing the deal as quickly as possible so we can move on to the next prospect. We could care less how the customer feels once we’ve delivered the product or service and get paid. It’s “me” oriented and in some cases it’s very obvious to the customer.

Treat your customers like that on a consistent basis and the word on the street will be something like, “all XYZ company wants is your money, they really don’t care about you”

Now if on the other hand we view our interactions with customers as a relationship, our focus will have to be much different. In a good relationship, you can’t be focused on yourself. Instead you’ve got to take into consideration, what the other person’s needs and feelings are, especially if you’re trying to establish a long term relationship. It’s “we” focused, creating a win-win situation for both parties.

One of the best ways to generate positive word of mouth is your approach to customer relations. Focus on the “we” instead of the “me” and your customers will notice and tell others.

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