Sage Seth Godin says you or your company "have the opportunity to create value by connecting their clients to each other." This idea is the most powerful underpinning of Word of Mouth (WOM) marketing. In fact, in addition to value for your clients, you have the chance to create a sales phenomenon if you're excellent.
Your entire business to include product and service design AND marketing plan should be built with this directive in mind. In fact, your customer service system should be be embedded with this philosophy.
Word-of-Mouth marketing and Social Media consultant Jeremy Epstein cements the point:
Create an environment (aka a platform) where folks can learn from each other and your position as Social Object is strengthened, which is exactly what you want.
Sales professionals (and/or their marketing colleagues) who believe referrals are the lifeblood of their business need to become Social Objects. Yes, what you learned in high school is right -- it's a popularity contest and it's cool to be different.
Photo credit: Gaping Void -- More thoughts on Social Objects
So how do you become a Social Object?
Besides the now obvious combination of traditional and Web 2.0 (there, I said it) vehicles such as write a book, write articles, hold a seminar, blog, exploit LinkedIn and Facebook, how can you create value
for with your prospects or customers?
- Create a monthly or weekly public event featuring a different client each time.
- Celebrate a personal victory or achievement for your client to which their friends, family members and clients are invited
- Hold a case study review of your top clients inviting their clients to participate
- Throw a surprise party for your client (How do you do that? Stay tuned)
So, please comment, how do you turn your client into a Social Object?