Using Surprises to Generate Word-of-Mouth

I know this may sound funny or perhaps even awkward, but it is true, surprising your customers can help generate word-of-mouth.

When we go to our favorite shops, we tend to go through our habitual shopping style. We view, select and purchase items with a neutral point of view. We may be excited about purchasing an item, because perhaps you finally rounded up the cash to buy it, but more or less our emotions are neutral. Moreover, none of the actions or experiences encourage us to promote the experience with others. But perhaps, adding the element of surprise can encourage us to do so.

Think of it this way, if you went wine shopping to a wine shop, and unexpectedly right after your purchase they gave you an attractive wine bottle holder along with your bottle of wine, this would create a sentiment of surprise, and you are more likely to talk about the shop and share the experience with others, and you are most likely to return to that shop.

The goal of this is not to give away free bottle holders, but to enhance the experience of the customer positively and in an unexpected way. By making your customer feel special in a unique situation will encourage them to share or recommend your business. Invest time understanding your customer and what could make him/her recommend YOU.

It is always important to understand our customers. When I first began college, I used to work as a sales representative at a mobile phone accessory kiosk at the local mall, I remember a specific client who always stopped by to look at the accessories we offered, When I finally convinced him to buy a flashing battery from me, I threw in a car charger which wasn't a big deal. A couple of days later, some of his friends stopped by, and they ended up recommending some other friends. I did not know what WOM marketing was, but I did learn that surprising (positively) your customers can help generate word-of-mouth for your brand/business/service.