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Word of Mouth has Power

May 23, 2005 By Joe Rawlinson

A successful BMW dealer Ng Ah Tong teaches us a few things about happy customers:

A salesman who has a satisfied customer will immediately get ten more new ones as the word of mouth is more effective than any type of advertising.

However, if a customer is unhappy with your services and products, then you will immediately lose ten potential clients

When you are serving your clients, you are really sowing the seeds of future business. The experience that your customers have today will determine if they will do business with you again. Provide your clients with such a stellar experience that they have no choice but to sing your praises to all their friends.

Ng continues:

Customers want all sorts of things and it is our responsibility to attend to their problems.

You must cultivate your relationships with your customers. This often involves problem solving. You need to identify the issue, help the customer see you understand their situation, and present a solution. Every customer is different and you’ll need to tailor your actions to fit each individual’s needs.

Ng has been very successful with his approach:

If our customers are happy with us, they will continue to deal with us. In fact, more than 60% of our BMW customers are repeat buyers

Remember that word of mouth can draw in new customers or it can bite you bad and scare away countless prospects. How many of your customers are return customers? Are you even keeping track? You must keep a record of where your customers originate so that you can determine if you are driving repeat business.

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