Ce n’est pas un secret!
La confiance des consommateurs devient de plus en plus difficile à trouver. À l’ère de la saturation numérique, de la réduction de l’attention et de l’augmentation des coûts de publicité, les petites entreprises commencent à chercher ailleurs l’exposition aux devant des clients. Des poches profondes, associées à la facilité croissante de la publicité hyper-locale, permettent aux grandes entreprises de cibler des publics spécifiques de manière spécifique et de rivaliser avec les petites entreprises comme jamais auparavant.
Cependant, il existe une méthode de marketing qui s’est avérée extrêmement efficace pour les petites entreprises et qui est peut-être la «stratégie marketing» la plus ancienne du livre… « le bouche à oreille ». Ce qui est amusant, c’est que très peu de petites entreprises tirent parti de cette stratégie même lorsqu’elles savent que c’est précisément de cette manière qu’elles obtiennent la plupart de leurs nouveaux clients.
Le «bouche à oreille» peut-il être une stratégie?
Selon un rapport d’enquête, 85% des petites entreprises disent qu’elles obtiennent de nouveaux clients grâce à des références. Et une étude approfondie rapporte que plus de 69% des propriétaires d’entreprise pensent qu’ils tirent plus de la moitié de leurs revenus des références. Cependant, près de 80% affirment n’avoir AUCUN programme de référence officiel.
Les références sont évidemment cruciales pour les petites entreprises, mais presque personne ne fait d’efforts derrière elles! Je suis étonné du nombre de propriétaires d’entreprise avec qui j’ai réaffirmé ces chiffres. Quand je demande à un propriétaire de petite entreprise, un coach et autre « comment obtenir de nouveaux clients? » 9 sur 10 répondront par des choses comme «tout est de bouche à oreille» ou «à peu près par le biais de références».
Quel pourcentage de VOS clients obtenez-vous par le bouche à oreille? Et si vous pouviez faire évoluer cette méthode de «marketing»? Quelle que soit la taille de votre petite entreprise, le bouche à oreille est probablement la méthode la plus puissante pour votre croissance à court et à long terme. Vous le savez probablement déjà, mais permettez-moi de vous montrer à quel point cette méthode peut être puissante, lorsqu’elle est correctement exploitée.
Je discutais récemment avec un de mes amis commerçant, il a un grand succès depuis un certains temps (ce qui n’est pas surprenant) et me parlait d’une «offre» qu’il avait donnée en plaisantant à une connaissance. Apparemment, il ne pensait pas beaucoup au cercle social de cette personne, alors il a promis de lui donner 10% par référence si cela aboutissait à une vente.
Ce que j’ai entendu ensuite était stupéfiant.
Cette source de référence unique a généré 17 références au cours de deux mois, dont 09 ont abouti à un accord. Cela a rapporté à mon ami un peu plus de 170 000 FCFA de commissions brutes, en DEUX mois! Il n’aurait pas pu être plus heureux de payer les 17 000 FCFA à sa connaissance et il semble qu’ils travaillent depuis lors avec plusieurs sources de références.
J’ai été complètement époustouflé par cela et je n’ai pas pu m’empêcher de penser à l’impact qu’une source de référence peut avoir si elle est correctement incitée. Ce n’était qu’une personne que je connaissais, mais mon expérience de travail avec plusieurs petites entreprises ne cesse de confirmer le pouvoir du bouche à oreille. Non seulement c’est le plus grand atout inconnu pour une petite entreprise, mais je crois fermement que le succès futur de la petite entreprise dépendra de sa capacité à exploiter et à encourager les sources de référence. C’est l’avantage évident qu’une petite entreprise a sur les «grands garçons», qui devrait être exploité et mis à l’échelle au maximum.
Exploitez vos meilleurs atouts
Quelle que soit votre activité, que vous débutiez ou que vous cherchiez simplement un moyen d’augmenter les ventes, les sources de référence sont partout et elles attendent d’être exploitées.
La bonne nouvelle pour vous est que vous possédez déjà ces actifs, vous ne les utilisez tout simplement pas. Que vous débutiez ou que vous ayez une entreprise bien établie, pensez aux personnes que vous connaissez qui défendraient votre entreprise. Il peut s’agir de famille, d’amis, de connaissances ou d’anciens clients. Ensuite, pensez au nombre de personnes que vous connaissez qui seraient des défenseurs de votre entreprise si elles étaient correctement motivées. Je ne veux pas dire commencer un système de pyramide bizarre où vous incitez votre famille et vos amis à adhérer à une sorte de « programme de marketing d’affiliation ». Je parle d’inviter des personnes que vous connaissez qui feraient de fervents défenseurs de votre entreprise à unir vos forces pour faire de votre entreprise une entreprise formidable et être récompensés en cours de route.
L’idée derrière cela est très simple, mais le message doit être limpide. Vous avez pensé à eux en tant que personne que vous aimeriez pour représenter votre marque. Mais permettez-moi de vous montrer à quel point cette méthode peut être puissante, lorsqu’elle est correctement exploitée.
Est-ce que vous êtes prêt à prendre un nouvel envol pour votre entreprise?
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