Passion is contagious and, when channeled properly, leads to increased sales. Here are three tips to help you spread the good word through organizational evangelism.
1. Get customers fired up. Being an effective company evangelist requires taking your individual passion a step further and creating a message or cause that stimulates others to join your company's movement. Events, for example, are great ways to spread your message--whether from the podium or in less formal ways.
2. Listen to your community. Your customers constitute a unique community with a powerful voice. If you're providing a great product or service, you can bet they're talking or writing about their experiences. Have you provided a friendly home for your community by inviting ideas, comments and participation? Create a community space on your website that allows customers to interact and share feedback. In addition, consider setting up a customer advisory board or special users group. Your best customers will be glad you asked for their input. You can gather information through online surveys and share special invitations and advance notices of upcoming products and services with them through e-mail. Be prepared to accept input--good and bad--gratefully.
3. Create more evangelists. Once converted, customers become powerful evangelists. Give them the tools to send leads your way, and they'll happily do so. Everyone in your company has the power to spread the good word about your business. The key is to have them all focus on a unified, motivational message. Create a one-paragraph, 30-seconds-or-less positioning statement built around your core passion or cause, and share it with all employees. Be sure they understand your company's mission and why it matters to customers. And whether they're at the mall or the gym, when someone asks them what they do, each of them can become company evangelists by spreading the right message.
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