This html-coded online version of the Wombat Final 15/5/06 9:12 AM -- wombatbook.pdf, was prepared by Darlene Sartore with some additions, clarifications, minor adaptations, color texting, and numbered paragraphs to make the text easier to use in follow-along reading and referencing during dialogs.... This version is for use only by course presenters certified by An Ever Better World Internet Academy. Permission granted from author on March 5, 2007.
Names. Names. Names. And, more names.
Your database is just a list of names. It’s the list of names of potential customers you can contact about your offer. Even the phone book is a database, but perhaps your database is a little more qualified than that. How can you build your UNCHECKTOCHECK list? How can you build your database? There are just two questions I suggest my clients ask when building their database:
Newsell does not rely on voodoo or miracles or ‘closing techniques’. Newsell relies on science. So there is only one way to escape from UNCHECK and that is by making a CHECK move and to do that you need a name. There are companies who are specialists in supplying lists of names, list brokers, and you can discuss your needs with them. But mostly, we can add names to our list on a daily basis as a normal part of our daily business activity.
Birds of a feather
You will have your own experience of how you choose a new name for your list but a good place to start is with your existing names. New customers are usually just like existing customers. As you think about the profile of your existing customers this can be a starting point (but not a restriction) for finding new names for your list.
There are many books that focus on this topic of database building and I think Tim Templeton’s The Referral of a Lifetime (Berrett-Koehler, San Francisco, 2003) offers some very straightforward ideas. Also Wendy Evan’s How to Get New Business in 90 Days (Millennium Books, Sydney, 1993) is a good one. Here are the sort of questions Wendy uses to build a database:
Word of Mouth
The most desirable way of adding names to your list is by Word of Mouth or WOM. This is sometimes called Buzz Marketing. WOM is when your existing customers tell someone on their own database about you and your offer. The psychology of buying is the psychology of trust. If your existing customer has a database of names and if what she says about you is credible, then this is WOM.
Example: Suppose you have ten customers. Suppose each of your customers has ten customers. If your customers were to tell their own databases about your offer then you are experiencing the benefits of WOM or Buzz.
This kind of replication is very powerful and is the basis of WOMBAT marketing or referral selling. A WOMBAT is a customer who becomes a virtual salesperson for an offer. They bought, they are happy, they tell others. This can only happen if the customer is very satisfied.
Many marketers use a reward or incentive to encourage a customer to WOM their offer but sometimes this backfires. Why? Because the new customer may not trust the referral. They may consider the referral is due more to the incentive and not to the quality of the offer.
WOMBAT marketing seeks to nurture customer trust. It requires clever thinking, expertise and experience.
WOMBAT and Viral Marketing
There is a distinction between WOM and WOMBAT which is worth mentioning here. The difference is: satisfaction. From a commercial business point-of-view, satisfaction is critical for profit.
Is it possible to be involved in WOM without being a satisfied customer? The answer is: Yes. For example, viral marketing can be an example of WOM where you don’t need to be a satisfied customer to participate.
Most readers will have received an email from a friend with an audio or video attachment; usually an attention-getting, clever ad specifically made for spreading via email. They are often funny or shocking in some way and therefore have enough pass on value to get themselves replicated from database to database like a virus. I’ve received some really amusing ones and passed them on to appropriate friends. But, I was never a satisfied customer. I never bought the product and therefore I never told my friends about my satisfaction. The bottom line is that shareholders received no profit benefit from my participation.
Viral marketing is a fascinating development in darwinian marketing and the WWW is a haven for attention-getting viruses to be passed on from brain to brain via email. Clever creative people in ad agencies can make a name for themselves as viral marketers. However, that is not the same as WOMBAT marketing.
For an ad agency to become successful WOMBAT marketers they need to go beyond viral marketing and produce campaigns that create WOMBATs. This is a much more valuable skill because a WOMBAT has the added commercial advantage of being a paid-up and satisfied customer who is replicating other WOMBATs.
Viral, or WOM marketing may be useful for spreading brand recognition from database to database. WOMBAT marketing is useful for creating profit from database to database.
Brief your agency
I encourage my clients with big advertising budgets to include in their briefs to their agency a request for a WOMBAT marketing campaign. Agencies that are competent at WOMBAT marketing have a big advantage over those who can only do WOM campaigns.
Example: Nudie, the Australian fruit juice company (even without the deep pockets of a Coke or Pepsi behind them) was recently voted one of the top ten brands in Australia. Tim Pethick, CEO, worked on a strategy of building a satisfying customer experience around Nudie. This experience helped create passionate customers, evangelists. Nudie uses events, sampling and word of mouth to create awareness. It’s worth a visit to Nudie at http://www.nudie.com.au/ to see what they’re doing.
Explore, with your agency, questions like:
There will always be tricksters, cheats, and the oldsell whatever-I-can-get-away-with merchants. For a good example of what WOMBAT marketing is NOT, contrast it with stealth marketing.
Where WOMBAT marketing relies on satisfied customers, stealth marketing relies on tricksters. Stealth marketing relies on paying people to say things that are not true or to misrepresent who they really are. This kind of espionage may have a place in James Bond movies but don’t entrust your precious brand to stealth marketers and don’t let them get anywhere near your future customers.
Using attractive but fake customers to prey on teenagers in bars to get them to buy the latest drink brand has recently made the headlines as an example of stealth marketing. Stupid. The infamous ‘curiosity approach’ used by stealth MLMers is another sad example of stealth marketing which has so backfired that the soap company has become known as ‘the company that dare not speak its name’.
Business is about making a profit. The most profitable customers are those that are satisfied, repeat, long-term buyers who then replicate. Short-term stealth marketers who start off their relationship with a lie, just don’t get it!
The bottom line is that adding names to your database is a fundamental skill to practice on a daily basis. In newsell, every day we practice using clever thinking, experimentation and effort to explore ways to multiply the number of names we have by ten.
In newsell, the one who has the most names wins!
This html-coded online version of the Wombat Final 15/5/06 -- wombatbook.pdf, was prepared by Darlene Sartore with some minor adaptations and color texting, for use only by course presenters certified by Ideal Network Academy. Use permission herein granted from author Michael Hewitt-Gleeson on March 5, 2007.
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