By Stacy Zemon, Publisher & Chief Scribe
If you’re not using your most satisfied clients to pitch your DJ service to their colleagues, friends, neighbors, professional associates, etc., you’re missing out on one of the most powerful resources you have. In today’s business world, you’ve got to get them marketing and selling for you.
Sounds great, but how do you go about it? Try these four steps:
1. Offer outstanding DJ entertainment and ancillary services that clients truly appreciate.
If you skip this step, the rest of the steps won’t work.
2. Select one or more potential rock star clients.
Look for loyal clients who have a good story to tell about how your mobile entertainment service made their event spectacular, and who are eager to tell it. They should have access to influential networks that contain more clients like themselves.
3. Turn your clients into stars by giving them what they want.
Create rock stars by helping them build their own social capital. One way to do this – and something every company should do – is to create a formal or informal advisory board and invite your potential rock stars to join. That will give them a chance to network with your team and also with their own peers. Invite them to write guest posts for your blog.
4. Whatever you do, don’t give them financial incentives.
What? Yes, you heard me. The biggest mistake companies make with clients is thinking they should rely on rewards, discounts, or other incentives to encourage them to become advocates. This approach could backfire, leaving both clients and prospects feeling uneasy about what seem like bribes. Recommendations that are spurred by perks or rewards compromise your credibility and brand reputation. In fact, studies show prospects are actually less likely to buy the recommended product if they learn that the recommender was given an incentive.
Highly-satisfied clients are a secret marketing weapon for your DJ service that you should utilize on an on-going basis to help your company grow and prosper.