Word of Mouth via Taxi

How often do business people tend to try to reach new customers by spending large amounts of time and money on new ad and marketing campaigns, when the best new customers can come from those who are a part of your contact sphere professions?

A contact sphere, as defined by Dr. Ivan Misner, are those professions who are related to yours but do not compete directly with you in which you share the same pool of clients or resources. (For example, a mortgage broker's Contact Sphere includes a real estate agent, property & casualty insurance agent, a home inspector, an appraiser, electrician, interior designer, etc.)

Many times people can identify the obvious contact sphere professions, but often times there are many that are overlooked. Here's a great example of this:

I was reading this article on USA today back in April about Las Vegas headline acts and the opening paragraph stood out to me:

"Since 2005, Barry Manilow has set up camp for extended runs at the Las Vegas Hilton, where he has drawn crowds for months on end. How does he do it?"

"Taxi drivers' word of mouth," Manilow quips. Actually, he's not kidding. Before launching his Manilow: Music and Passion show, the crooner put on a free performance for hotel employees and … cabbies. No fool he!"


Now when thinking of an international superstar performer/musician/singer/songwriter, one normally wouldn't expect taxi drivers and hotel workers to be a part of his contact sphere. But they are!

As the article details and suggests, Manilow knew that tourists almost always ask taxi drivers and hotel workers for recommendations for shows, restaurants, etc. He identified them as sources who can drive the business to him (literally and figuratively). If he wanted people to come to see his show, he needed to convince the sources that it was worth seeing. No wonder why Manilow's show, "Music and Passion" has been consistently sold out since it started in 2005 and he's been extended until 2010!

Who are the "not-so-obvious" sources for your business? I have advised financial advisors that their contact spheres should include the dance school instructor/owner, the day spa owner, the landscaper and the dry cleaner. Why? Because those professions cater to clients that are part of a demographic sought after by the financial advisor.


Stop and think about the not-so-obvious referral sources and begin your plan of action to reach out to them.

Word of mouth travels by taxi, or boat, or plane, or Internet, and of course by people.

The question is, what are you doing to drive it to you?