Empower Your Evangelists


If you are not familiar with business evangelism, don’t feel bad.  We are talking here about the idea of turning your satisfied customers and clients into passionate spokespeople for your business.  I got this idea from the book Creating Customer Evangelists by Ben McConnell and Jackie Huba. The idea is the core of a sound word of mouth strategy but to be successful, you must empower your evangelists to spread the word about you.

We have all seen the young men with white dress shirts and black ties riding bicycles in the rain eager to visit our communities and talk to us about the benefits of their religion. They are devout, passionate, determined and the successful ones are educated about their belief.  Having someone like this, even better a team, working on your business’s behalf would excite any business owner in need of additional customers.

To empower your evangelists you must provide them with:

  1. Education about your products and services
  2. Information about the ideal customer for each of your business lines (demographics, etc.)
  3. Marketing materials that are easy for your evangelists to receive, use and distribute.  One of my favorites is the business-card sized CD-ROM that can contain your marketing video, company information and links to your website or other sales collateral.

In addition, your evangelists should receive advanced notice of new products or services; free samples; retail discounts; etc.  If you give your evangelists the tools they need and make them feel part of an elite “insiders” team, they will reward you with more business than you can imagine.

Watch “Creating Customer Evangelists” co author, Jackie Huba explain the concept:

2 Responses to “Empower Your Evangelists”

  1. Your Pursuit of HappYness Part 2: Business Lessons from Chris Gardner « The Eastonsweb Multimedia Blog Says:

    […] your mentors abreast of company developments.  As your relationship grows, empower your mentors as evangelists and leverage their influential social […]

  2. Turn a Reluctant Customer Into Your Best Salesperson « The Eastonsweb Multimedia Blog Says:

    […] your solution successfully working; you become a real hero in their minds and they become a willing evangelist for your […]

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