Why word of mouth is not enough for your business

Word of mouth is a wonderful thing. As a business, to get a new client and new work on the basis of a recommendation or referral from an existing client is a real feather in your cap. It’s not to be sniffed at. It shows you are definitely doing something right.

And word of mouth is a genuine show of trust too. An existing client trusts you enough to recommend you to a colleague, friend or family member. If you don’t live up to their expectations with your new client, it reflects badly on them. Trust is broken.

So, word of mouth counts for a great deal. But, it’s not enough.

‘Most of my work comes from repeat business and referrals’

Of course, there are certain types of businesses that say word of mouth is enough. Sole traders, in particular, sometimes feel they can get by just fine with word of mouth alone. By way of illustration, let’s take a window cleaner. Said window cleaner might not have any grand designs to be the next Rockefeller, a ‘Don’ of the local window cleaning ‘turfs’, or the next Jeff Bezos…

(Mind you, paying zero tax like dear old Jeff would be a distinct advantage, thinking about it.)

No, they just want to earn a decent living, be able to provide for their family, and go away on holiday every year – and there’s nothing wrong with that.

Similarly, you will find some SMEs that say, ‘We get most of our work from repeat business and referrals.' Again, if you’re in that boat - you’re onto a good thing.

But it’s still not enough. You might be sailing into stormy waters soon enough.

Nothing lasts forever, after all.

Can any business afford to stand still?

The question a business really needs to ask is: Can we afford to stand still?

And the thing is, you know the answer already. You don’t even need to ask the question. You don’t need a root and branch analysis of your business practices to find your answer.

It’s a fact of life that in any walk of life, the moment that you start to stand still is the second you begin to move backwards.

The football club that gets complacent and doesn’t continue to push on is the football club that gets relegated the next season.

The couple who begin to take each for other for granted are the couple who will split up next year.

And the business that doesn’t stay ahead of the curve is the company that falls behind its competitors before they know it.

The limitations of word of mouth

So, word of mouth, great as it is, has some serious potential drawbacks too. It can breed complacency, and it can actually also be quite limiting as well.

For a start, with word of mouth you are reliant on other people. You are at the mercy of them taking the trouble to open their mouths or write those reviews. And, speaking of reviews, you’re never in control of who’s saying what, when or to whom.

Raising brand awareness and building trust takes time. If you are relying on word of mouth, it will take longer still. Relying on word of mouth also means you are missing out on opportunities to connect with your audience.

You are missing many potential touch points and this means you are leaving the door open for others – your competitors – to seize the opportunity.

You’re not communicating with prospects on social media – but your competitors are.

You’re not making providing helpful blog content on a regular basis - your competition is doing so week-in, week-out.

You’re not keeping things fresh with engaging email marketing campaigns – your competition is always doing so.

Can you see where this is going?

Your customers become your competitors’ customers.

No business can afford to stand still. Find out how I can help you to move your business forward.

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