All the People Said [something Ahhmazing]!
When we local entrepreneurs talk about our own businesses, we talk enthusiastically.
When our clients talk about our businesses, they're advocating powerfully.
Get a group of enthusiastic startup heads together to discuss business and you’ll doubtlessly hear them discussing the acquisition of clients. But get a seasoned group of businesspeople together and the talk quickly turns to client retention. And the highest achievers go one step further: the master entrepreneurs aspire to turn clients into advocates.
Darrell and Ann Marie agreed to share their thoughts in a post-renovation interview about their new kitchen.
Quick and achievable methods for this include inviting reviews on Google or other search engines where businesses are found. Most offer an easy way to send an invitation link. Or one might invite client participation in a follow-up survey. These can yield some great feedback and, with close knowledge of the client, can be managed to avoid negative sentiments being publicly shared. There’s a little risk, though.
One approach that was briefly mentioned in an earlier edition of this newsletter was employed by Milestone Kitchens of Belleville. In an effort to turn his clients into advocates, owner Jeff Whitley asked his team members contribute suggestions to a substantial list of clients who might be willing to share about their experience.
Once the appointments were set and introductions were made, a friendly videographer/journalist (yours truly) visited the selected clients. The detachment from the company and the easy rapport with the interviewer allowed the clients to speak about their home renovation with sincerity. The result is some spontaneous and authentic interview footage.
Before the reno…
And after…
When overlaid with well-lit footage of the finished kitchens contrasted with “before” images supplied by the client, the final film feels a little like an episode of a home renovation show.
Naturally, media assets of this type inspire other clients to want their homes shown in future features. And the spillover distribution through family and friends is a bonus when added to the direct circulation through Milestone’s media channels and website.
Clearly, the owner of a business can talk well about their own business, but nothing can top the value of converting clients to advocates. Capturing their voices through video, audio or reviews and surveys is an essential step to leveraging word-of-mouth in a well-connected community such as ours.
Curious to see how customer advocacy looks in action? Check out these interviews:
