If you ever took a class in physics, then you might remember learning about leverage. This occurs when you have a rigid object, such as a board, that is called a lever. This is placed on top of a single pivot point called a fulcrum. By placing the fulcrum closer to the object you are trying to lift, the less exertion it takes to pick it up by use of the lever. Now let’s talk about another physics term: torque. Torque is a rotational force, or the ability to overcome resistance and turn something faster. Leverage and torque are related to each other. Using the force of a lever will give you more torque.

Now let’s apply this to marketing. Most companies are interested in growing – or turning up the torque. They would like to grow and increase their business. They would also like to gain momentum without the resistance that typically accompanies first time sales. In other words, they want more torque. Is there a way your marketing can help you exert less force than it took to move a prospect to a client in earlier sales? Can the fulcrum be moved closer to a new customer to get them to move closer to a sale? It can if you leverage the customers you have won over. Too often, satisfied customers are thanked and then ignored, when what they have to offer you is a powerful piece of marketing. From the dawn of time, people have relied on the experience of others to determine whether or not they will buy a product. This is the muscle behind electronic media. The customers have the say so in reviews.

When you have a customer who is pleased with the product or service you provided, what do you do? If you ask them for a recommendation, will they give it to you? Would that make a difference with other customers? Yes, it is one of the best marketing devices there is to open doors to new clients. How do you get a recommendation from a satisfied customer? You may be waiting a long time if you want them to write a testimonial. But if you were to make it easy for them to endorse you, it would have an impact on your marketing. Here is a suggestion. First, make it a point to circle back to customers soon after a sale is made. Don’t wait too long or you will lose them. Next, ask them about their experience. If it was less than stellar, make it a point to try to fix the problem. If it was great, ask them if they minded if you wrote a story about their experience. Then let them edit it or approve it. In short order, you will have your customer satisfaction marketing piece. Now what? Get their message in front of potential customers. That can be delivered in many different marketing mediums – electronically, in print, on a website, etc. Use the method in which most prospective customers would respond well. This is your lever to get the torque you need to make things move faster.

Are there other ways to leverage your customers to torque your marketing? Yes, Incentivizing your current customers to make more purchases are great marketing tools to retain their business. Loyalty programs, discounts for bringing friends and family members to you as potential customers, offering exclusive deals to current customers all will help you leverage your relationship with satisfied customers. Here is the catch: most marketers don’t get a recommendation from their current customers for one simple reason – they don’t ask. Don’t let your marketing efforts go to waste with your current customers. Leverage your relationship to gain more customers. It is an easy way to grow your business through a simple marketing device.