The simple rules of getting business referrals

Posted on by Billy Tucker

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Dan Sullivan’s 2005 book, How the Best get Better, contained some simple tips around improving your referability – I thought it would be useful to repeat here.

Four simple rules:

  1. Turn up on time
  2. Do what you say you will do
  3. Finish what you start
  4. Always say please and thank you.

What struck me most about this framework is the absolution simplicity of its guidelines, and the no-brainer nature of the points.

So if the rules of the game are this simple, why publish them here? Tragically these behaviours are atypical – especially rules 1 and 4!

Huon Bush Retreat discovers the power of Facebook Offers, not sure they expected that response! (UPDATED)

Posted on by Billy Tucker

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Facebook has launched their Offers product to a limited number of Business Pages, at first glance it looks like Facebook and the current approach may be just too powerful for this small business marketplace. image

Maybe it’s the sharing mechanic, maybe it’s just the fact that Offers are new and attracting curious clicks, either way, I’m not sure Huon Bush Retreat (accommodation for up to 60 guests!) expected 120k new customers! (interesting to see how many actual customers they have gained) – fingers crossed they are not being drowned by calls right now.

No doubting the power of the Facebook fire-hose, hopefully they tame it before the product is released. I am curious to hear from someone at Huon Bush Retreat to hear what they think of the Facebook product.

Facebook offers are described here.

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As an update to the post above, I went back to the Huon Bush Retreat Facebook page to get a sense of the impact the Facebook Offer had, the results are concerning.

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The Good news is that lots of people are talking about Huon Bush retreat, according to Facebook, some 102k people are talking about the business, however, on the downside, you don’t have to look far to see what they are saying…

Sadly, the overwhelming sentiment is negative, through no fault of the Huon Bush Retreat. Their wall has been hijacked by unhappy Facebook members concerned that they are now being spammed by the Retreat.

Here’s a snapshot:

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I hope they make it through this promotion with their reputation intact.

Profiting from the fundamentals of Group Buying: part 3… Scarcity

Posted on by Billy Tucker

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A key tactic more often employed by Flash Sale sites than Group Buying sites is scarcity, but there is more to this tactic that meets the eye.image

Stock limitations can be a condition, i.e. we really only have 200 available in our warehouse, however setting a stock limit can be a very effective tactic to drive up sales, this is the Scarcity Game Mechanic. To set an appropriate limit, forecast the likely sell through of a particular item, then set a stock limit that is 10 – 15% higher than that forecast, the Scarcity Game Mechanic if played right will ensure the limit is reached and your forecast is exceeded. image

To illicit the right response, the shopper has to feel some sense of urgency due to the stress that comes from missing out, clearly this is less effective in the early phase of the sale but that’s ok given the forecast amount would have been reached on its own. Having a genuine countdown display is key, either literal or abstract, regardless though it has to be genuine, once the limit is reached the item is “Sold Out”, it’s tempting to find and release more stock however once this occurs, the scarcity mechanism will be discredited for good. imagePromoting the Stock Limit though display advertising or EDM is also good, however the level of promotion provided has to be proportionate to the Stock available. Lastly, if a Consumer comes to the site after the limit has been reached, this is a great time to reinforce the “don’t miss out next time, be first to know with our SMS program” or similar engagement/re-targeting program.