MOST BUSINESSES TALK ABOUT IT, BUT FEW CAN RELY ON IT – 3 OBSERVATIONS If I had a dollar for every client who has told me that word of mouth is central to the success of their business, I would be a wealthy man. Most business people seem to think that word of mouth is […]

MOST BUSINESSES TALK ABOUT IT, BUT FEW CAN RELY ON IT – 3 OBSERVATIONS If I had a dollar for every client who has told me that word of mouth is central to the success of their business, I would be a wealthy man. Most business people seem to think that word of mouth is an important source of business – not that many of them measure repeat business rates. If I had a dollar for every business that should have a higher repeat business rate than they have, I would be an even wealthier man.  Referral is a grossly under-utilised source of business. It is under-utilised because it requires a level of excellence that encourages referral – something that is rare in an increasingly mediocre business environment. To again quote Seth Godin – ‘when is the last time you recommended a mediocre restaurant?’ The fact is, while we might…