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Word of Mouth and Personal Recommendations

By: Rachel Newcombe - Updated: 16 Oct 2012 | comments*Discuss
 
Crafts Business Recommendations Referral

One of the best methods of promoting your crafts business is by word of mouth and personal recommendations and the benefits of this should never be overlooked.

Your advertising and marketing strategy may be consistently high and gain great results, but you should never underestimate the benefits of getting word of mouth and personal recommendations. In fact, these are often worth their weight in gold and can do wonders for building up customers.

When you’re doing a good job and people are happy with the prices, products and service you’re offering, they’re more likely to rave about your crafts business and recommend you to their friends or family. This is one good reason why it’s so important to look after your customers and serve them well, as they can help you reap rewards in terms of referrals and recommendations.

Encouraging Recommendations

Finding out that your crafts business has been recommended to someone else is a great feeling. Whilst you may not want to go overboard in suggesting to customers that they could recommend you, some gentle encouragement never goes amiss.

For example, you could encourage personal recommendations by developing some kind of customer incentive scheme. It may be a small discount for introducing a friend or perhaps a free craft product. It’s sometimes hard to keep track of genuine recommendations, especially if people are tempted by the lure of a free product, but you can make sure it remains above board by ensuring any recommendations are endorsed by both the current and potential customer.

Or, as some small craft shops do, you could have a scheme where a customer has to personally take along someone to recommend (perhaps with an incentive offered on the day for one or both of them) or send out numbered coupons to selected customers on your mailing list to pass on to other people.

Although it may be a bit of hassle and take time thinking through and setting up recommendation and referral schemes, anything that could ultimately increase your customer base and sales is definitely worth it in the long-run.

Online Referral Schemes

The benefits of word of mouth and personal recommendations doesn’t have to be confined to bricks and mortar stores and shops. If you have a website or run an online retailing business, then you could still benefit from recommendations. In fact, you could positively encourage it by running some form on online referral scheme.

There are lots of online referral schemes in existence, from which you could glean ideas and inspiration. But as a rough guideline you could, for example, provide a discount or small incentive to customers who refer friends who subsequently purchase products from you. You will have to word your terms and conditions carefully, as you don’t want to end up giving out discounts simply for receiving contact details of someone who may be interested in purchasing – you want to ensure they actually buy something before you pay out.

You could also encourage recommendations by offering people the chance to exchange website links with you or to link to your site from theirs. If you want to find relevant sites, then you could offer a link exchange programme, where you swap banner ads or links with other relevant businesses, forums or crafters.

Finally, another useful bit of information to add to your website is a section with customer testimonials. If you’re using emails, letters or comments received from people, it’s always a good idea to check with them first that it’s okay for you to publish the details.

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