5 cara penjual dapat meningkatkan teknik dari mulut ke mulut dan juga referal.

referrals concept handwritten on blackboard

Pembicaraan dari mulut ke mulut adalah salah satu faktor paling kuat dalam penjualan retail. Menurut McKinsey, itu adalah faktor utama di balik 20-50% dari semua keputusan pembelian dan dapat mempengaruhi pembelian yang mana cara tersebut tidak bisa dilakukan dengan cara tradisional.

Dari mulut ke mulut adalah salah satu cara paling manjur dalam pemasaran. Dan untuk membantu Anda memanfaatkan ini, kami telah menyusun beberapa tips yang dapat dimasukkan ke dalam straegi di toko Anda.

Tawarkan produk istimewa dan layanan pelanggan

Bila Anda memiliki produk dan layanan yang benar-benar luar biasa, banyak pelanggan Anda akan berbicara mengenai toko Anda secara tidak sadar. Jadi sebelum Anda mengeluarkan kata-kata dari mulut ke mulut , pastikan bahwa Anda sedang menyiapkan pembeli dengan produk yang fantastis dan layanan spesial untuk pelanggan.

Berinvestasi dalam produk anda. Menggunakan bahan-bahan berkualitas tinggi, Memberikan pelayanan yang lebih baik, dan pastikan produk Anda lebih unggul untuk orang lain.

Selain itu, Anda juga harus berinvestasi terhadap staf Anda. Mengalokasikan sumber daya untuk pelatihan staf dan kenyamanan. Dengan cara untuk menjaga karyawan Anda terlibat dan termotivasi.

Anda akan menemukan bahwa investasi ini bahkan bisa dimiliki dalam bentuk kenyamanan, Pelanggan akan berbicara ke semua teman-teman mereka tentang Anda.

Salah satu contoh dari perusahaan yang difokuskan pada kualitas produk dan layanan adalah American Giant. Daripada menghabiskan satu ton uang pada iklan dan pemasaran, mereka berinvestasi dalam mengembangkan barang berkualitas tinggi. American Giant percaya bahwa ketika mereka memberikan produk-produk yang luar biasa dan layanan pelanggan, pelanggan secara alami akan menyebarkan berita tentang kualitas bagus perusahaan tersebut.

Seperti yang tertulis di website :

Tekanan untuk menarik konsumen membuat kebanyakan bisnis pakaian memiliki anggaran pemasaran yang tinggi. Kami memiliki pendekatan yang berbeda. Bukan berinvestasi di Billboard dan iklan, kami berinvestasi dalam kualitas produk dan pelayanan dengan harapan bahwa pelanggan kami akan menjadi pendukung kami. Kami telah menemukan bahwa jika kami dapat melebihi harapan pelanggan, mereka akan berbagi dan menyebarkan perihal ini untuk kami.

Strategi ini  sukses besar bagi American Giant. Salah satu produk utama mereka,  kaus bertudung pria klasik, dijuluki hoodie terbaik sepanjang masa. Pada satu titik, penjual tidak bisa membuat kaus cukup cepat, dan pembeli harus menunggu berbulan-bulan hanya untuk membelinya. Tidak buruk untuk sebuah perusahaan yang jarang sekali beriklan.

Spell it out for customers

Sometimes, you need to give people a little reminder to spread the word about your brand. You can do this in-store by putting subtle prompts around your shop to get people to talk about your products.

For instance, some apparel retailers have hashtag stickers in their dressing rooms to nudge customers into sharing photos of themselves while trying on the store’s clothes.


New York & Company, for example, has hashtag decals posted on their fitting room mirrors.

Other merchants are more explicit with their word of mouth efforts. Take, for example, Sleeping Baby, an online retailer that sells swaddle transition blankets for babies. Whenever someone buys their products, Sleeping Baby encloses a postcard with each delivery, thanking customers for the sale and requesting that they post a photo of their baby with their products on the company’s Facebook page.


Because of this, Sleeping Baby’s Facebook page is filled with customer photos and comments. Aside from getting people talking, having all that social proof also increases the likelihood that people will buy.

The key takeaway here? You can get people talking (or posting) just by reminding them to do so. If you have amazing products that customers love, ask them to spread the word. There’s a big chance that they’ll say yes.

Identify and engage brand advocates

Recognize that people have varying word of mouth potentials. Some shoppers are more likely to make referrals compared to others. The key is to identify individuals who are most likely to recommend you to their friends, and then reach out to them.

How do you zero in on these people? Turn to your best customers. Go through shopper data and find people who have purchased and interacted with your brand the most. From there, create a campaign to encourage word of mouth and referrals.

One brand that did this well is Sony. According to Marketing Sherpa, to increase signups for its branded credit card, Sony identified their most engaged customers and sent those people an email incentivizing them to refer their friends.

For testing purposes, the company also sent the same email to a control group of non-influencers. Upon doing this, Sony saw that the influencer segment generated results that were 2.8 times better than the control group.

Consider doing something similar in your business. Rather than targeting everyone with a word of mouth campaign, do research on your top customers.  Determine who they are, and figure out the best way to approach them.

Run an influencer campaign

Pay attention to the people that your customers are listening to. Aside from their friends and relatives, are there bloggers, social media personalities who influence their buying decisions? Find these individuals and use their platform to spread the word about your brand.

One example of a retailer that tapped into influencers is Kohl’s. Last year, the department store partnered up with a fitness-centric influencer network called FitFluencer to launch the #MakeYourMove campaign, in which they encouraged FitFluential bloggers to publish posts containing fitness tips and product recommendations from Kohl’s.

Looking to use influencer marketing to boost word of mouth? Start by finding relevant influencers in your niche. You can do this on your own by asking customers about the people they follow online. Alternatively, you could use services such as Speakr or Women’s Influencer Network to connect with influencers.


Want to improve your influencer outreach results? Caitlin Gustafson of Web Talent Marketing shares the following advice:

1. Look for middle-level influencers; they aren’t as expensive to work with and oftentimes they’re still at the stage where they are flattered to be contacted by brands. Sometimes you can find influencers who are willing to do a review or mention your product on social media in exchange for free products and you featuring their review on your own social channels (especially if you have a great social presence.)

2. Look for influencers who may have mentioned your products before but do not regularly do so. It may be that they enjoy your products, but they just aren’t top of mind or they can’t afford to buy them regularly. Just sending a few free products – no strings attached – with a personalized note saying thanks for talking about your product – can get you a few new mentions.


Build communities

Getting people together through events, clubs, and whatnot can organically generate word of mouth. When people are part of a community, they’re more likely to spread the word — and even recruit — like minded individuals.


One retailer that’s doing a stellar job at fostering communities is Lululemon. The retailer regularly holds local classes and events, and these initiatives bring people together. Lululemon events are fun and educational, so attendees get a ton of value out of them.


Another example is American Express. The credit card company runs Open Forum, a website that provides insights, inspiration, and connections to help entrepreneurs grow their businesses. In addition to thought leadership articles, the site lets users ask questions and seek advice from fellow members on just about anything about their business.

Through Open Forum, American Express has managed to empower entrepreneurs, while building their brand at the same time.

If you have a highly engaged customer base, you’re in a perfect position to implement a community building initiative. Come up with ways (hint: ask your customers) to bring people together in a fun or even educational way. Be it through meet-ups, online groups, or classes, see if you can launch something that would cultivate relationships and get people talking.

Your turn

How can retailers improve word of mouth for their stores? Let us know in the comments.