Would You Recommend Your Own Business?
Think about the last time you told a friend about a business you loved. What made you do it? Was it just great service, or was there something more?
Now, flip the question: If a customer had a fantastic experience with your business, would they recommend you without hesitation? Or would they need a little push?
Kunle, the owner of a freight and courier business, assumed that satisfied customers would naturally spread the word. After all, his business was reliable, efficient, and competitively priced. Yet, when he overheard two business owners discussing the best courier services in town, his name never came up.
At first, he dismissed it as bad luck. But as time went on, he realised a hard truth—people weren’t talking about his business because he hadn’t given them a reason to.
The Problem Wasn’t the Service—It Was the Mindset
Kunle had always believed that great service was enough to drive referrals. If customers were happy, they’d talk. Right?
Not exactly.
He soon learned that word-of-mouth marketing isn’t just about satisfying customers—it’s about creating an experience so valuable, consistent, and remarkable that people feel compelled to share it. But his mindset was holding him back. Here’s how:
1. Overlooking the Power of Long-Term Relationships
Kunle treated every customer transaction like a one-time event. He focused on getting the job done rather than building a connection.
One day, he met an old client who mentioned they had switched to another courier service—despite being satisfied with Kunle’s work. Why? The competitor had taken the time to follow up, check in on their business, and offer personalised services. The relationship mattered more than the transaction.
Mindset Shift: The businesses that get the most referrals aren’t just good at what they do—they build relationships that make customers want to refer them.
Ask yourself: Do your customers feel valued beyond the sale? Or do they only hear from you when you’re asking for more business?
2. Impatience with Results
Frustrated with slow referrals, Kunle tried to speed things up. He started asking customers directly for referrals. Some said they’d spread the word, but nothing changed.
That’s because word-of-mouth marketing takes time. People don’t refer businesses just because they’re asked to—they do it when they trust that referring you won’t make them look bad. And trust isn’t built overnight.
Mindset Shift: Focus on playing the long game. The more consistent and reliable you are, the more likely people will recommend you without you having to ask.
3. Inconsistent Service Delivery
Kunle prided himself on speed, but sometimes, things slipped through the cracks. On busy days, deliveries ran late. He assumed customers would understand—it wasn’t a big deal, right?
Wrong.
A loyal customer sent a referral his way, but their friend had a bad experience. They were promised next-day delivery, but their package arrived late. That one mistake didn’t just lose Kunle a customer—it made his referrer look bad. The customer never referred him again.
Mindset Shift: If customers can’t trust you to be consistent, they won’t put their reputation on the line to refer you. Every single experience matters.
Would you confidently recommend a business that was great most of the time? Probably not.
4. Fear of Negative Word-of-Mouth
Kunle also hesitated to ask for feedback. He worried that customers might have complaints he wasn’t ready to hear. But avoiding feedback doesn’t prevent negative word-of-mouth—it just means you don’t get the chance to fix issues before they spread.
One day, a customer left a negative review online. Kunle ignored it, hoping it would disappear. Instead, it gained traction, and potential customers started hesitating to book with him.
Mindset Shift: Negative feedback is a gift. When handled well, it can turn a dissatisfied customer into a loyal one—and loyal customers are the best referrers.
Instead of fearing complaints, welcome them. A business that listens, adapts, and improves is one that earns trust—and trust drives referrals.
Your Next Step: Start Building Referrals Today
Referrals don’t just happen—they’re earned. And it starts with small, intentional shifts in how you run your business.
So here’s what I want you to do today:
✅ Reach out to one past customer. Send them a quick message—not to sell, but to check in. Ask how they’re doing, if they were happy with your service, and if there’s anything you can improve.
Why? Because referrals come from relationships. And relationships start with genuine conversations.
This small step can do two things:
- Remind a past customer that you exist, increasing the chances of them referring you.
- Show them that you care, making them more likely to trust and recommend you.
Try it, and let me know how it goes.
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