How many times have you talked to your family and friends about the products you have purchased and liked? Frequently, isn’t it?
Well, you will be surprised to know that you have become a part of marketing, that too without being concerned about it. We call it advertising through Word of Mouth (WOM). It has been in use in the Direct Selling industry since the 1940s.
In recent days, you might have come across the word “buzz” or “viral” many times.
Organizations now reward and encourage consumers for spreading words about their products across the market. Walmart, being amongst the top listed companies using WOM, had paid RV owners for camping across countries and blogging. And now, this practice has become so ubiquitous that we have a separate association for it named WOMMA (Word of Mouth Marketing Association).
Here, we will discuss how WOM is proving its prevalence in the society, how it is helping in Direct Selling, along with its probable risks.
From the buyers’ perspective
A recommendation is a reliable way for us to buy a product. Generally, you use WOM with social peers, such as friends, family, and colleagues. We tend to believe those people with whom we have a personal relationship. We know who has ditched us and who has advised us well. Word of Mouth does not only save our time but also reduces the risk. Be it positive or negative; we have faith in our peers to be unbiased about their purchases.
From the sellers’ perspective
WOM marketing provides a unique advantage to the sellers. It is because they are aware of the likes and dislikes of their peers. It helps them to message individually to the targeted member. Research has shown that most of the WOM have done face to face or regular conversations. It proves the credibility of the salesperson resulting in increasing the conversion rate.
Word of Mouth seems to be a reliable way of marketing techniques. However, if you pitch new products now and then, even your peers will lose confidence in you. Also, you have to make sure that they do not come across any bad advice from you. Else their reliance will be in doubt.
Just like social media influencers, WOM has its influences as well. Not everybody is meant to be successful with this approach. The consumers who have extraordinary communication expertise influence people better with their recommendation. There is also an additional factor to it. It becomes more convincing to us when the person has technical knowledge about the product. For instance; if you are planning to buy designer clothing and have a friend who is a fashion designer, you will more likely trust him/her.
Each and everything in this world has good and bad. WOM is not an exception to that. Though it’s not new, the skills should be nurtured to become a credible person to the peers. Be confident when you are advertising the product to consumers so that they don’t think twice about their purchase decision.
When you are making something viral, do it honestly. The moment consumers get certainty from you, the accomplishment is guaranteed.
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