Creating the Right ?Viral Reputation?

Unless you are brand new to business, or have been under a rock for quite some time - one key marketing technique (which isn't new) - is called 'Viral'.

Based on the word 'virus' - viral marketing or viral business simply means it 'spreads' like a virus.

The roots of online viral marketing really took off when Microsoft gave away free email accounts - and advertised this at the end of emails. 'Get your own free HOTMAIL account'.

This spread like wild-fire - like a viral infection. Thus, Viral Marketing was truly born.

But this article isn't about viral marketing, but rather about how to effectively contain or cure a particularly bad outbreak of 'viral reputation'.

What is a viral reputation???

Virus?? an infection that spreads rapidly.
Reputation?.. what others think about you.

This can either be positive or more often, negative.

If you are a regular reader of my articles, you will know that I encourage the use of 'phrases' and 'sayings' to support or reinforce my point. Not one to disappoint my readers? so here is another classic example.

'Prevention is better than cure'.

In the most simple terms, this means it's better to avoid it - than go through the long, drawn out problems associated with finding the cure to the virus, In this case - YOUR specific virus.

In business, both online and off (or what I call 'real-world' business) - this can be categorised as follows:-

1. Product (or service)
2. Sales pitch.
3. Customer Relations.

1. Product (or service)

Whatever business you are in - you are selling something. An idea, a concept, a product, a service, a package, a solution?.. it doesn't really matter what it is.

However, two key principles are vital to ensure that you 'prevent' a negative viral reputation.

a) Ensure your product isn't rubbish. HA! Sounds like common-sense? Take a look around you in the world and see just how much trosh is for sale - and compare it with something better that does the same or similar, for a similar price. Sell rubbish at your peril. People (just like you and me) HATE IT. And that's how a 'negative' viral reputation begins.

b) Can your product / service prove that?. "it does exactly what it says on the tin"? The 'tin' is proverbial - meaning that a tins of beans, really is a tin of beans. If you get peas instead?.. you won't be happy. Don't claim (or over-claim / over-promote / over-market / overemphasise / over-sell) your product can do something it really can't stand up to. If you do - then you start a 'negative' viral reputation.

2. Sales Pitch

Or how you sell, market or promote your product. This is linked to (b) above - but can be a totally separate and deadly area, if you aren't careful.

If you are selling your product / service etc., you need to put yourself in the shoes of your potential customers. How would you react to YOUR sales pitch - advertising, marketing, and copy? Yes - it's all about persuasion? but gentle and soft persuasion. Get the customer to 'buy-in' - and don't strong-arm them or force them.

The 'Hard-Sell' can often backfire on you, and can have long-lasting consequences - especially your reputation.

Don't oversell?. You must over-deliver. Don't over-deliver to the extent that your product is lost in an exuberance of discounts, special offers, bonuses and freebies.

If your product is tried and tested, and really is worth the price you are asking - why must you feel obliged to add extra freebies worth 100 times more?

And yes - that really does happen every day - especially online.

"But my product for just $47 - and get £4,995 worth of freebies".

Oh please.

Freebies, extras and bonuses are great - but to THAT extent?

If you buy a car worth $25,000 - do you expect the dealer to give you extras worth $250,000? Of course not. You'll be lucky to get a free tank of gas.

If your product really is good, don't bow to the freebie-hunters. Go for the real customers - and give them a genuine sales pitch. Unfortunately for internet marketing business, it seems this has gone out the window, and the bonus package is simply belittling the true worth and value of the main product.

3. Customer Service

The BIG ONE.

This is where MANY businesses and business people fall flat on their face. Poor customer service, especially AFTER the sale, is deadly. Positive, active, effective customer service is VITAL both before and after the sale. Many concentrate on it before the sale?. Just to make that sale?. Then it all dies off.

Pre-sale service is a must. It helps retain the customer and is important to get the sale.

But ignore the POST-SALE service at your peril.

Once you have the customer?. It's much easier to up-sell, re-sell, get referrals?.. But if you end up losing that customer because you simply don't look after them AFTER you have their money?. Do you really think they are going to spend any more of their cash with you?

Poor after-sales customer service is also one major factor of refunds. Keep up good customer service - reduce your refunds (and complaints).

It's all about 'damage limitation'.

The key focus of this report is about your Viral Reputation.

It's very easy to catch a 'negative' viral reputation. And it spreads without mercy. Before you know - the first person to become infected (usually because you have failed in one or more of the above categories) - has 'infected' many, many others.

Just by telling their friends, family, colleagues, associates?. Then they in turn tell others what they know?. Then the others tell more???

Do you see my point?

A 'positive' viral reputation is far less contagious and not very virulent? it's much harder to catch.

FACT - People simply spread bad news at a rate ten times faster that good news.

Once the damage is done, once the negative virus begins to spread - finding the cure (stopping it or repairing the damage) will be incredibly difficult.

So, prevention is better than cure.

Prevent the negative viral reputation, with good service or products, honest sales pitch and most of all, rock-solid customer service. Slowly but surely you will benefit from the positive.

An article by Gary Durkin
Founder of the Internet Advice Center®
http://www.InternetAdviceCenter.com

Gary has more than a decade of offline international business success behind him, and has been doing business online for 6 years.

If you would like to join thousands of subscribers to his newsletter 'Delivering Success' - send a blank email to deliveringsuccess@kioskcities.ws

© Copyright 2005 - All Rights Reserved worldwide.

You are free to distribute this article, providing it remains unchanged and with the resource / bio box attached.

---

What Every Employee Should Know About How to See Customers Problems from Their Creative Side

Customer Service is a blessing and a curse; a blessing to the customer and a curse to you, the employee. At least so it seems. Although as... Read More

Marketing as a Spiritual Practice

"Marketing as a spiritual practice." It sounds contradictory ? how can sales and promotion possibly be considered spiritual? But the secret is, once you truly understand that... Read More

CRM For Beginners ? Customer Relationship Management Basics

In order to maintain a successful business, the business must understand and maintain a positive relationship with its customers. Customer Relationship Management (CRM) is the process of... Read More

The Consumer Power

While most companies talk about consumer friendliness, customer centricity, customer relationship etc. more often than not they are mere lip service or jargons with little sincerity behind... Read More

The Reality of Customer Service in America and Best Efforts in Franchising, We Can Do Better

Yesterday I went to buy a sandwich at a franchised outlet. I thought while driving up would the owner be there to help out and save some... Read More

Customer Service and Marketing that Works

Go into many businesses today and try and get service, its sometimes impossible! The customer service officer is on the phone talking about personal issues, there is... Read More

Managing Your Business When One Client Takes Alot of Your Time

How often has your schedule been thrown out of whack because of a client's needs?I try to live by the 80/20 rule: working from my home office... Read More

Improving Customer Service

Improving customer service starts at the top - with us owners and managers. We need to be living pictures of how we want our staff to treat... Read More

8 Critical Steps to Establish a Customer Service Culture

"Every company's greatest assets are its customers, because without customers there is no company," --Erwin FrandDuring our recent weakened economy, many businesses have seen declining revenues and... Read More

Clients - What They Want from You

A growing number of individuals are finding themselves called to help others and go on to fulfil this call by training to become a practitioner in one... Read More

More Customers - Watch those Little Things

Two situations, two perfectly acceptable experiences, but in one case, an excitement about great service and in the other case, just OK.The LaptopI have a laptop which... Read More

Service Equals Performance Equals Service

Service can be described as a "performance" of some kind involving two parties whereby one party is the benefactor and the other party is the performing party... Read More

Wholesale Buyers Versus Retail Customers

Are wholesale buyers and retail customers really different? Frankly, there are two answers to this question: yes and no. Yes, because they are different from the buyers... Read More

Increase in Customer Sales = Increase in Customer Service

One of the most popular questions asked in online business forums or even by my customers and subscribers is this :"How the hell can I increase my... Read More

Basic Levels of Consumer Integrity that Presently Permeates Society

Reality is not always pretty. But here is a tad bit of it for you today. Well here is an interesting occurrence that is of interest. And... Read More

5 Golden Online/Offline Business Rules To LIVE Or DIE By

Whether online or off, if you plan on running or maintaining any type of credibility within your business, there are some guidelines that are safe to say... Read More

10 Customer Service Quality Statements to Measure up Against

It might sound quick and simple, to say how well your business does in satisfying it's customers. Hearing such as:-"We're increasing our turnover by 14% year to... Read More

Customer Service, Italian Style

Nowadays, we complain nearly all of the time about how few businesses remember how to provide quality service to their customers. But a recent trip to Italy... Read More

Customer Service Has Moved Toward Customer Care

As I waited for an answer to my VCR inquiry from a stereo company, the recording stated a "customer care" representative would be available shortly. At that... Read More

E-Business?s Best Friend: eCRM

From Ebay to the smallest home-operated start-up, e-businesses of all sizes struggle to accurately answer a common question: who are my customers? If you can't answer that... Read More

Boomerang Customers- What You Might NOT Think Brings Them Back!

With all of the calendars and PDA's and lists I make I recently did a really dumb thing. I forgot my best friend's birthday and her anniversary.... Read More

Finding Out Why a Potential Customer is Calling On You

Our challenge as the business owner/sales person answering the telephone, is to build rapport with the caller, quickly and easily.In most cases, the caller has been told... Read More

We Got It Wrong: Never Under Promise & Over Deliver

You know how it is, you believe something for so long, everyone agrees with you, all the books tell you it's true and then suddenly you have... Read More

From Disgruntled to Champion - How to Turn an Unhappy Client Into Your Best Customer

It's a salesperson's worst nightmare- the phone call that comes in from a disgruntled customer. Not only does it create extra work for you, but it cuts... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone said to me, "Oh, you do Mystery Shopping; I always wanted to do that!" I think most... Read More

Customer Service A Chickens Way

Anyone who knows me knows my favorite fast food restaurant is Chick-fil-A. Aside from the fact their chicken is especially good and I can always get sweet... Read More