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A sure way to cut advertising costs, increase sales and build an impeccable image is through referrals and testimonials. Referral sales are favored because they close with little or no effort, they are a joy to work with and they rarely ask for special pricing or discounts. In other words, you don't feel “ beaten up” after concluding a business transaction. Since referrals and testimonials are vital for success, more businesses are implementing structured referral gathering programs. Some companies have been so successful using these tactics that they've eliminated their need for yellow page advertising, which can cut costs by $100,000 or more annually.
Studies show, however, for every bad customer experience, the unhappy customer will tell eleven people and those eleven will tell five each; therefore, bad word travels quickly and at a geometric rate. The bottom line is it doesn't matter if an owner is the most caring, service-conscious individual on the planet because if his employees don't display the same characteristics, the customers will never know it. The only way to maximize the output of a referral program is with a team of superstar employees that promotes testimonials. |
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