Review: All Marketers are Liars by Seth Godin

All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World

Rating: 5/5

In typical Seth Godin style the book is relatively short and only discusses one idea. But as usual that’s specifically what makes it so good. The one idea is explained exceptionally well with examples and demonstrations. You’re left with a desire to apply the idea into your business (or blog).

In “All Marketers are Liars” Seth Godin says that marketing is storytelling. These stories are created, told, heard, and retold. How to get people to even hear your story can be challenging. And even more so to get it repeated. But with a great story you will succeed.

Review: Enchantment by Guy Kawasaki

Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki

Rating: 5/5

After reading a few pages I knew I’d love this book. My belief turned out to be justified. The book is about enchantment and it is enchanting.

Guy Kawasaki worked at Apple when the first Macintosh was released. He’s job was to be the “chief evangelist”, marketing to put it simply. Later he’s worked for and started a few companies and written several books.

Enchantment: The Art of Changing Hearts, Minds, and Actions is his latest book. It describes, in wonderful detail, what makes something enchanting. It explains how you can be enchanting, make your product or company enchanting, and how to resist enchantment. And it is all done in an enchanting way.

The structure

There isn’t a plot to the book. Rather it tackles one aspect of enchantment at a time. This works perfectly well, though I usually prefer books written in “story” format.

Guy Kawasaki obviously knows exactly what he writes about, the book is a pleasure to read. Ideas are reinforced with examples, expert opinions, and studies.

Because of the simple one-idea-at-a-time structure, I’ll use the book as a reference book for a long time. Though I think some of the chapters and headings could’ve been a little more descriptive to make finding single ideas easier (fortunately there’s an index at the back that helps with this).

It almost seems as if there’s nothing about enchantment that isn’t described in the book. But still you’d like it to be longer, just to keep reading.

What is enchantment?

Guy Kawasaki describes enchantment: “Enchantment transforms situations and relationships. … It changes skeptics and cynics into believers.”

An enchanting person is someone you instantly trust. Someone who’s example you want to follow.

An enchanting product is one you believe in and tell all your friends about. One you’re willing to defend if others threaten its idea.

Apple is probably the most obvious example of an enchanting company/brand. They have a loyal following of enchanted people. Whenever a new product is released millions read the news.

But what makes Apple enchanting?

How to be enchanting

This is what the book does so well. It gives you an endless list of ways to be more enchanting. All the usual ways to interact and common situations are explained.

Want to enchant customers? Explained. How to create a movement? Explained. Want to score points in the eyes of your boss? Explained. How to use Twitter enchantingly? Explained. And so on and so on.

The risk with this kind of a book, or any business book, is to be too theoretical. Guy Kawasaki manages to mix in just enough theory to be trustworthy, but not too much to be boring.

Throughout the book, it’s clear the author understands and lives what he teaches. He uses examples of his own experiences, but not too many to seem arrogant.

Who benefits from the book

I’d say anyone who is in contact with other humans, will greatly benefit from reading this book. It’s one of the few books I’m sure to read again… and again.

As far as I know, no one has written a more comprehensive book about enchantment. Though many have written about social behavior and other related topics, no one describes what creates that sudden feeling of enchantment.

If you want a more theoretical view to enchantment or to just understand it better, there’s a list of books Guy Kawasaki recommends. But reading “Enchantment” will be enough for most people.

The end

As I wrote this post, I realized just how enchanted I was by this book. I could’ve gone on and on about what I liked about it.

To be honest the book isn’t perfect. But the flaws are small:

  • I would’ve liked colored pictures for example. I think colors would’ve made the book more enchanting ;)
  • And I hoped for a short checklist of the most important ideas. After reading the book, I have too many ideas and a short “where to start” checklist would make taking action easier.

Buy the book

Buy hardcover from Amazon

Buy audiobook from Audible (click here for a free trial = one audiobook free)

Surprise To Get Referrals

I went to an organic food store a few days ago. At the counter I noticed a paper plate with a dice on it. A hand written message said, “Dice hours Mondays 10 a.m. to 12 p.m. Roll the dice and get a price if you get ’6′.”

I asked the cashier what can I win. He responded, “Try and you may get a surprise.” So I rolled the dice and got the number six; I won a small organic chocolate bar. I started thinking about the cleverness of that idea.

They’re going to get some referrals and they’ll sell more of that chocolate. And maybe they’ll even get more customers to come there at an otherwise quiet time.

Their investment is almost non-existent: one out of six customers win a small chocolate bar. I’m sure this creates more referrals than giving them away.

Traditional product giveaways also have much higher costs. You need to pay for someone to offer the products to the bypassers. You’ll end up giving away lots of products. And it’s not memorable.

I can see why new products are promoted like that: you’re more likely to buy coffee you’ve tasted before. But still the ”Dice hours’” return on investment is surely higher.

Create buzz

I believe the game with a dice is more effective than just giving away the chocolate bar. Why is that more effective when five out of six customers don’t win? Precisely because of that.

You only have a 17% chance of winning. If you win it’s surprising and you’ll tell friends about it. If you don’t win you’re still likely to tell about the game because you don’t know what you could’ve won.

Many companies concentrate their social media advertising to competitions. “Like us on Facebook to enter the competition” and “Tweet this for a chance to win” can create a lot of buzz.

It’s common to see Facebook or Twitter filled with competition entries if the prizes are compelling enough. Even more hype is created when “Send this to your friends to get another entry into the competition” is added to the mix.

Surprises and prizes are interesting and people like them. The return on investment can be extremely high with a clever competition (though I object thinking about the ROI of marketing).

How could you surprise your customers? You don’t have to give away anything. Just think of a way you can surprise customers and you’ll get referrals more than before.

Have you been surprised positively by a business? How and by which business? Share your story in the comments below.

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Customer Evangelists: Your Most Valuable Marketing Asset

Customer evangelists believe in your story. They tell your story forward. They’ll happily challenge your competitor’s evangelist’s views. And they’ll always believe they won the debate.

Customer evangelists are your best customers. And they’re your best marketing asset as well; they’re the backbone of referral marketing.

How does someone become a customer evangelist? It takes five steps:

  1. They’re exposed to your story.
  2. They find your story compelling.
  3. They find proof your story is true.
  4. They see others are wrong when they don’t believe your story.
  5. They feel they get something out of fighting for your story.

But what’s your story? Your story is what your customer evangelists say about you.

For example Apple’s customer evangelists say Mac’s are easier to use, faster, cooler, and safer than other computers. That’s Apple’s story.

So, how to create customer evangelists?

1. Tell your story. Tell it to anyone who’s willing to listen. Turn your story into an elevator pitch (30-60 sec) and into a tagline (max 10 words). When you have them ready, you can easily tell your story whenever you have the chance to do so.

2. Make your story interesting. Mediocrity is useless. A “normal” story will be forgotten before you get to the end of it. No one will tell it forward. Additionally the story should make a promise. It can promise quality, functionality, feeling, or anything else as long as it’s compelling.

3. Provide proof for your story. Social proof is the most effective proof. Tell how others are making their lives better by using your services. You can also use statistics or specifications if necessary, but turn them into stories as well. “It’s like I found an additional hour into my day, when the new Mac cut the processing time to half.”

4. Tell a different story. It must be noticeably different from your competitors’ stories. The story, and its difference, should be clear to anyone who could ever become your customer evangelist. They need something to believe in, that makes them different from those who don’t already embrace your story.

5. Create something to be gained. Your customer evangelists need to gain something when they fight for your story. Feeling important and different will only carry them so far. Create a membership program, give discounts, or acknowledge your evangelists. Do something to show your appreciation.

Most importantly: always remember that you can never know who will become your customer evangelist. So, always treat everyone as if they already were your most valuable customer.

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Well Executed Store Windows: They Make You Interested

Funny Store WindowI was walking down a central street in Helsinki just before Christmas. As usual I didn’t pay any attention to most store windows. But two windows made me stop and recognize them.

The first was a window for a design clothing store called Samuji. It’s a small Finnish clothing brand (their website is worth checking out because of its design).

I immediately imagined the clothes inside the shop. Unfortunately it was late and the shop was closed, so I couldn’t check if it matched my expectation. (It was also really dark and I only had my mobile phone to take the pictures with. So, sorry about the picture quality.) At least their website lives up to the expectation I created in my mind.

There’s a fair amount of small clothing brands in Helsinki. Most of them have understood the importance of having a unique store window, but this was the first one I’ve seen, that accomplished its goal; I stopped to see the clothes.

Louis Vuitton WindowThe Louis Vuitton handbag store had an interesting window too. I don’t understand what they’re trying to convey, but I don’t care. It’s brilliant.

The street where both of these stores are is the busiest (or the second busiest) tourist street in the city. Creating an interesting store window is especially important if the target market is tourists.

Tourists want to see something unique and interesting. Why would you go to a foreign country and then do something you do at home every day.

Besides attracting tourists walking by, these store windows will get the locals to talk. People talk about all things that surprise them.

Sure, most people won’t talk about a store window. But the window will create an expectation of something weird. If the store then meets that expectation, it’s worth talking about.

The next time you design a store window, think again, will it stop people passing by? If the majority of people won’t remember the window after one block, you failed. Actually the same applies to effective landing pages; they capture your attention with one glimpse.

The point of the window is to get people inside the store. So, anything that’s weird but isn’t negative (disgusting, creepy, etc.), will work. But the style of the window needs to be aligned with the contents of the store. Otherwise you’ll attract customers who won’t buy anything.

These two store windows are good examples of weird advertising that works.

I’d love hear if you’ve seen a great store window. Share your favorite one in the comments below.

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5 Reasons Why You Shouldn’t Think About The ROI of Marketing

What is the ROI of marketing?

Almost every marketing specialist will urge you to accurately calculate the ROI of marketing. You should measure every marketing effort separately to be able to know what’s working best. ROI (Return On Investment) means how much you gain/lose relative to your investment. So, if you spend $1 million in a TV advertisement and that ad generates $5 million in revenue, your ROI is 400%. Seems simple and rational? Well, it’s in no way simple and I wouldn’t say it’s entirely rational.

Why you shouldn’t think about the ROI of marketing

There are 5 reasons why you shouldn’t think about your ROI of marketing.

  1. Marketing should be built into your business idea. If your product is interesting enough people will talk about it. And you don’t have to pay anything for word-of-mouth marketing.
  2. There’s no way to know the ROI of marketing for a specific marketing effort. All your marketing should work together. Maybe the customer, who decided to buy after seeing your magazine ad, wouldn’t have bought from you if they hadn’t heard the radio ad. You’ll often get inaccurate results no matter how precisely you track your marketing.
  3. If you concentrate on the ROI of marketing you easily forget to track other aspects of your business. Customer service and sales people often create much more sales than any advertising.
  4. Your marketing budget is like the phone payment; it’s part of the cost of doing business. You don’t try to calculate the ROI of email do you?
  5. The difference in the life long value of customers makes it impossible to calculate the ROI of marketing. Even if you knew what made a customer come to you in the first place, there’s no way to know what’s their value to you.

So, you shouldn’t think about the ROI of marketing. Then how can you know if your marketing works or not?

How to measure the effectiveness of marketing

Rather than trying to calculate the ROI of marketing you should compare your marketing efforts to your overall results. If you’re making a profit your marketing works. Maybe not all marketing you do, but at least enough of it. To get better at marketing you should also know what’s working and what’s not. Here’s some ideas on how to track marketing results.

  • Identifiers. Use promotional codes and other identifiers in your advertisements to track which ads were seen and acted on.
  • Target specific audience. Create ads that are only seen by a specific target audience. It’s easier to track who buys rather than why someone buys from you.
  • Change location. Systematically change where your ad appears to find the best place. Placement in newspapers and websites alike is important, because only a tiny portion of the space is actually looked at.
  • Change the design. Changing just the color of a headline can have a major effect even if nothing else changes. People respond to different colors in different ways. Remember that the surroundings of your ad will also play a part.

To benefit from the results you get by doing all this, you need to do A/B-testing. Make changes to your marketing to make it more effective. If you want to do accurate A/B-testing you can only change one detail at the time. Otherwise you won’t know which change actually mattered. But even more vague results can be helpful.

How much should you spend on marketing then?

Short answer: as much as you can as long as it creates a profit. But the more you invest the smaller the ROI of marketing will be.

Most effective marketing methods are usually online marketing and content marketing. Both are extremely cheap compared to traditional advertising and usually create much better results. They work so well because you can target the best opportunities individually and with low-cost. But the more you market the poorer the targeting becomes; you start with the best, the second target is only the second best opportunity, and so on. As the marketing campaign grows you can’t choose so specific targets anymore. And that leads to a smaller ROI of marketing.

Don’t think about the largest amount of money you can spend on marketing. Rather think about the results you’re after. If you want to reach the people who will make lots of referrals, then do that. If you want to increase brand awareness, do just that. You can spend as much money as you like on both, even though one targets only a few people and the other all the people.

Make a list of 3-5 most important goals you have for your marketing. I’d always start with reaching the early adopters. If they’re already using and promoting your product then go after target groups. Target groups are groups of people who are most likely to enjoy your product or benefit from it. These target groups are larger than the group of early adopters but still way smaller than the general public. Once the target groups use your product, start marketing to the masses. These “masses” may still be only a handful of people; in a niche market that’s very possible. But I’d use the same logic anyway: early adopters – target groups – the rest of them ;)

When you have your list ready think about how much value you give to each of them. You’ll quickly build up a math problem. Once you solve it you’ll know how much to invest in each.

You might think there’s no point in using more money to reach a few early adopters then to build brand awareness. Why is that? If you value more reaching the early adopters and target groups (as I do), then why wouldn’t you invest more effort into that? Obviously if your product is already well-known there are no more early adopters to target, and the target groups are already using your product. But the idea still stands: spend most of your budget and effort in the most important goal.

If and when your business makes a nice profit you know your marketing worked as it was supposed to. That’s a good ROI of marketing.

What do you think?

How would you calculate the ROI of marketing? Do you do it? Share your ideas and experiences in the comments below.

Follow-Up Instructions

You know your products better than anyone else, right? Much of that knowledge could be useful to your customers. But there’s no way you could share all of it while selling.

Create a series of instructions you can send via email. You can then make sure your customers get the most out of your product.

At the same time you stay at the top of your customer’s mind. If your emails are useful you’re seen as a valuable source of information.

Your emails should be closely related to your product. But don’t write a product manual. Instead write about the problems your product solves and demonstrate how to do it.

When your message answers a question you give a reason for people to share it. If they know someone who could benefit from your solution they now have an easy way to help them; just forward the email.

Another benefit of sending emails is that you’re keeping an open line of communication to the customer. Remember to encourage them to contact you if they have any questions.

AWeber is the most popular solution for creating and sending the emails. And they send similar instructional emails to their customers.

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Create Weird Advertisements

The weirdest voice ad I’ve ever heard

I heard an advertisement the other day that didn’t make any sense. The message was plain weird but not weird enough to be interesting. “The christmas time is here again. What to buy for the grandma and grandpa? Or your partner? The gift card from The Tattoo Center (not the name of the actual company) is the hottest gift of this christmas. The Tattoo Center offers piercings and tattoos…” Who buys a piercing/tattoo gift card for their grand mother?! The ad left me wondering what, if anything, went through the writer’s mind when they wrote it.

Know your audience

A tattoo or a piercing isn’t the first thing to come to mind when I think about grand parents. And I think I’m not alone with this. On the other hand I do have friends who might like that gift. A safe and an effective voice ad for tattoos could go something like, “Do you know what you’re going to get for your friends this christmas? A book, a sweater, a CD, or maybe a 10 dollar bottle of wine? What if this christmas you gave a gift they haven’t received before. Give a gift card to The Tattoo Center and your friends can design their own gifts!” I’m sure you could develop the ad further and make it more powerful but even as is it makes more sense than the original.

The above example takes into account the target market. People looking for christmas gifts for their friends are the most likely purchasers of a tattoo gift card. And starting by asking the question, “Do you know what you’re going to get for you friends…” will capture the attention of those who are looking for gifts. Reminding people of normal and dull gifts, makes the extreme idea (of a tattoo/piercing) seem more acceptable. And it’s relatively easy to buy; you need to really think about which book to give to make it remarkable. I admit my version isn’t as rememberable as the original one. But I’d still leave grand parents out of the tattoo ad.

Purposefully weird

If an ad is weird enough it will be remembered because of that. But the voice ad for tattoos wasn’t interesting enough. It didn’t make any sense and only seemed like a mistake. The ad might have worked if it would’ve been more extreme. But I wouldn’t use grand parents in the extreme version; here’s why: “Every grand father’s favorite christmas gift isn’t the cute painting made by the grand child. This christmas every grand father wants a nipple piercing and a tattoo around it.” :) The image isn’t pretty. It would be remarkable enough to really get everybody’s focus. But does it make anyone want to get a tattoo? I doubt it.

The tattoo place could use weird marketing effectively. But doing it with a voice ad is difficult. You need to get people to stop whatever they were doing. And they should think, “What did I just hear?!” You could turn my first example weird by changing the list in it. Instead of listing the most usual presents for adults, it could include a children’s present. If the last gift idea was a teddy bear, the ad could create a mental picture of giving a tattoo to a child. It would be weird just like the original (with grand parents) but it would be obviously a joke. But advertising something purely visual with only words is always going to be difficult. Instead the marketing could be done with images. The average tattoo is a picture of a dragon, celebrity, bird, snake, and so on. You could capture attention with a weird enough tattoo. If it’s also hilarious it might even be talked about with friends (creating referrals to you).

3 steps to creating a weird ad

I do believe in weird ads. Some of the most memorable and effective ads are weird. But to create effective weird advertisements you need to understand how and why they work.

1. Recognize your target audience. Whatever you’re marketing this is the first step. Once you know and understand your target audience you can start affecting them.

2. Study how your products are usually thought of. Look for your competitors ads, ask what your customers think about your product, and search the internet for what’s connected to your product. Even if you’re not thinking about using weird advertisements you should know what people link in their minds to your product.

3. Find the proper weirdness. This is the trickiest part; you need to think of something unexpected that you’re willing to connect to your product. The first two steps should’ve given you some ideas, but here’s a couple of ways to approach the problem.

  • Breakback Llamas Saunalahti AdvertisementOpposites. A few years ago a Finnish telephone operator created an ad that was completely opposite from their competitors. Calling and text messages are cheap in Finland (approximately 0.06€ min/txt). Other companies simply talked about cheap prices. But the one company went to the other extreme. In their ads everything cost incredibly much. They didn’t talk about telephones at all. At the end of the advertisements the line was (roughly translated), ” ‘Quite expensive.’ ‘Life is.’ ” The “Life is” became a phrase often used in everyday conversations. At the end of the advertisement the prices of the company were shown and a speaker said how the company was an exception to the rule (that everything is ridiculously expensive).Now another telephone operator has started a weird advertisement campaign. It’s even weirder than the other one. Obviously they noticed how well the other ad worked and wanted the same results. The image on the right is an advertisement of the telephone operator. Their current ads are about llamas. And no, llamas have absolutely nothing to do with the product/brand. (You can watch one video ad here. It’s Finnish, but enough of it is in English so you’ll probably understand the point. It’s a spoof of Forrest Gump. The line at the end says (sorry for the clumsy translation), “Life is like this movie. There’s no sense in it. In the contracts of Saunalahti however, is sense.”)
  • Out of the blue. You know the ads where at first you have no idea what it’s advertising? When the product is finally presented it’s probably the last thing you expected. The first part should create emotions you want to connect to your product. But nothing more. The weirder the combination of things in the ad the better. Everyone watching should ask themselves, “What? Was that an ad for *your product*?”

I hope you’ve got some ideas about creating weird advertisements. In a sense it’s an easy way to advertise; creating affection with comedy is relatively easy. But you always run the risk of being just weird. Not memorable, but only weird.

What do you think about weird advertisements? Can you remember the weirdest ads you’ve seen? Would you be willing to use them? Share your thoughts in the comments below.

Create a Customer Manual

The terms regarding canceling and changing your flight are often talked about. Every airline has their own policy. I’m sure their most usual customer inquiry is about those terms.

There’s a relatively simple solution to that problem. Some airlines have their own “customer manual” that makes the terms easy to understand. They don’t call it “customer manual”, but that’s what it is.

Customer manual simplifies the terms and answers the most usual questions. How much time would you save if you didn’t need to answer the 10 most usual questions anymore?

Clearly write what the customer can expect from you. And what is expected from the customer (for example arrive an hour before departure). With a customer manual you can brand yourself as the easy-to-understand-company.

You can do more with the manual. It can encourage people to give referrals. Make the customer’s feel safe by removing the fear that comes from uncertainty. I’d rather use an airline that’s terms I understand. And if the terms are compelling, I’d easily tell my friends about it.

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Expect Exceeding Expectations

Surprising customer service

A few days ago I tried to buy an audiobook from Audible. For some reason I couldn’t finish the purchase. I saw an error message each time I hit “Purchase”. So, I contacted the customer service via email. Within hours I received a reply. They didn’t know why I couldn’t make the purchase. So, they had made it for me without any cost to me! At the end of the message was a question, “Did the support Customer Care provide exceed your expectations? If yes, please click here: … If no, please click here: …” Obviously I clicked the first link. Then I realized they expected to exceed my expectations. If they had only met my expectations I would’ve clicked the second link. I would’ve been happy if my expectations were only met, but I wouldn’t write about it here.

Set your expectations high

I’ve written about turning customer complaints into referrals before. It’s a goal I’ve set for myself in that specific situation. But why wouldn’t you expect to exceed your customers expectations in everything you do? I’m convinced it’s the best way to get referrals. The old idea, “Meet customer’s needs and expectations, and you’ll succeed.” isn’t valid anymore. If your competitors are consistently exceeding your customers expectations you’ll lose. Why would anyone ever buy from you if you only meet their needs if they know of your competitors? Now you know why you should expect yourself to exceed expectations but how can you do it?

Do unexpected things

By definition you need to do something unexpected to exceed expectations. I didn’t expect to receive a free audiobook. When I did, it surprised me and I immediately decided to tell others about it. And the next thing I did was that I purchased another book (the problem was gone). The cost of the book cannot be more than a few dollars for them. With that they turned me into a customer evangelist. Here I am advertising a company I have no stake in (well I am their affiliate).

Customer inquiries is just the obvious opportunity to exceed expectations. If you want to be remarkable you need to surprise whenever you can.

When the customer first contacts you. Give them something as a sign of gratitude. A free sample of your product or maybe an E-book can be the first pleasant surprise for them. Even small stuff can be unexpected and memorable. The point is to get them hooked. If you surprise them immediately they’ll expect to get similarly exceptional service from you in the future. Why would they go anywhere else if they don’t believe anyone can match the experience you offer?

When you’re negotiating the sale. You can surprise with services and solutions they didn’t know of. You can do some research for them. Or you can offer to provide additional free services if a deal is made. Again the idea is to surprise them. If you sell televisions delivering them can be unexpected. But add a free sound system planning to it and you become worth talking about. And you’ll often sell a sound system too.

When you finish the project/sale. This is the most critical moment. The feeling they’re left with is the feeling they’ll carry of you until something changes it. After finishing they’ll talk about the project the most to others. They’ll either say you were fantastic or not. Which do you want to be? You can easily be remembered if you give them something valuable they didn’t expect to get. What you choose to offer should be related to what you do, but it doesn’t have to be your own service. For example offer a month of free cable TV after setting up the television. It shouldn’t be too difficult to make a deal with a cable TV provider to make this possible and beneficial to both parties.

After the project/sale. Wait a while after finishing negotiations/project/sale. Then make contact in some way. At the very least send a post card thanking them for their business. You could also offer a discount or a free sample of a related product. People don’t expect to receive anything from you after paying. Consider contacting your customers at their work. You can make their day happier and get referrals when they can immediately tell their colleagues what just happened. Don’t try to sell anything at this point. People expect that any contact you make is just a sales effort. And they don’t want that. A gift coupon or a discount can be okay. The feeling should be that you only wanted to check that the TV and the new audio system are working.

Get referrals from every customer

It may seem like an impossible goal, but you should still aim to get there. Getting referrals is a relatively simple process:

  1. You need to be worthy of the referral. You are worthy of a referral when the customer wants to give it. You should’ve done something they want to talk about. So, what do people talk about the most? Things that surprised them somehow. If you’re what surprised them they’ll talk about you. This works in the opposite direction too; they’ll tell all their friends if you were a surprisingly poor choice for them.
  2. The customer needs to know they’re expected to give referrals. Not all people are bloggers or outspoken in other ways. You should tell them you expect them to give a referral. You should set this expectation early in the sales process. You can say something like, “I believe we can exceed your expectations so much that you’ll want to tell your friends about it. And I do understand that if we under deliver, you’ll tell your friends about that too.” At the same time you’re asking for a referral and increasing your credibility.
  3. And you should encourage them to do so. I’m a strong advocate of after-sale-contacting for several reasons. Maybe the most important of those is that it’s one of the best ways to get referrals. It’s unusual to be contacted by a sales person after you’ve bought something. And if their offering you free training, or asking if they can do anything else for you, you’re likely to talk about it.

Do you have experiences you could share with others? Have you seen exceptional services somewhere? Do you offer them or have you received them? Share your thoughts in the comments below.