Paul Castain's Blog

3 Updates To An Old Sales Adage

Posted January 5, 2012

Did you ever hear the one about . . .

“A happy customer tells 3 people an unhappy one tells 11”?

Do you believe it or have you been so used to it for last few decades that you’ve accepted it as true today?

Those numbers have changed my friend . . .

Whether a customer loves your company or thinks you all suck, they now can (and will) tell hundreds to thousands depending on the size of their social network!

I would say that the same proportions (11 to 3) hold true because people seem to lean towards accentuating the negative experiences but  . . .

there are still people blogging and tweeting and updating their status with both!

Look around you!

See all those smartphones people are clinging to like people clinging to smartphones?

That makes this stuff instantaneous and gives them the ability to say things right in the moment that they have been “wowed” or seriously disappointed!

To discount the bigger picture by thinking its only 3 or 11 is mighty dangerous these days!

Want to know what else has changed with regard to the original statement?

Your ability to listen for this stuff to seize opportunity!

I’ll spare you a long drawn out “how to” in this post and simply point you to how you can set up your very own “Sales Listening Station” and profit from “Twitter Bitching”

Note: Sorry if the word “Bitching” offends, its not my phrase and truth be told, I prefer to say “Pissing and Moaning” but. . . .  it just doesn’t roll off the tongue!

There’s one other thing that has changed within the original statement . . .

Please underline this one

Circle it and . . .

Put a little “Over here dude” note with arrows and naked people running away from it (I put that last part in to see if you were reading or skimming my material. I bust my hiney writing this and then you thank me by skimming? Thanks bro!)

There are buyers out there, right now, who can and will look to the internet to see what’s being said about you and your company.

What will they find?

Go “Google Yourself” and find out!

So in conclusion, might I suggest that . . .

A happy customer can tell thousands. An unhappy customer can tell thousands. Both can do it quickly!

You can listen for and seize these opportunities and . . .

Potential clients are putting their ear to the internet to assist in their buying decision.

Paul Castain trains organizations and coaches individuals to reach new levels of rock stardom. For a downloadable PDF of “10 Ways I Rock With My Clients” click here.

To attend Paul’s Goal Setting Webinar click here!

12 thoughts on “3 Updates To An Old Sales Adage

  1. You should also listen to people bitching about your competition, now there is an open door to change vendor.

  2. I have personally been on the other side of this with business opportunities and buying electronics. I had done my own research and got positive reviews from friends, however after reading some online reviews I changed my opinion. I took the online reviews as more pertinent than that of my peers and I do not even know why.

    I did recent read something about a company paying interns to write positive reviews about their product/service online, I do hope this practice does not become commonplace and the online comments are a reliable source of information.

    The challenge I find is how to determine someone’s credibility on a subject.

    1. That’s an interesting point Adam . . .It’s been said that the b2b and the b2c model has evolved into a b2b2b or b2c2c meaning customers are now looking for the help, suggestions, opinions etc of other customers.

      Some find more credibility in that.

      Thoughts?

  3. It really is amazing how quickly word can spread.  One of my friends had an issue with her bank that upset her and posted about it on Facebook.  Within two hours, one of the employees from her local branch had called her to resolve the issue and ask that she delete the posting.  She has something like 500 friends, so in an instant,  500 people saw she was unhappy with that Bank.   It had never occurred to me until then how quickly word of mouth works these days with social media!  

    1. I think its both scary and underestimated as far as the speed in which this dissatisfaction can spread!

      Thanks for sharing that story Courtney . . . I belief it underscores this theory perfectly!

      Have a great weekend!

  4. Great article Paul.
    “There are buyers out there, right now, who can and will look to the internet to see what’s being said about you and your company.” This does sum it up. You can’t please all of the people of the time, some things are just out of your control, however the key is to be across all comments posted about you and or your company and respond quickly and where necessary provide speedy resolutions. The old adage the customer is always right has been given a world stage, not just the dinner table with friends!

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