The Referral Engine, John Jantsch
The Referral Engine, John Jantsch
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The Referral Engine
Teaching Your Business to Market Itself

Author: John Jantsch

Narrator: John Jantsch

Unabridged: 6 hr 49 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 05/13/2010


Synopsis

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you

The power of glitzy advertising and elaborate marketing campaigns is on the wane; word-of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even a stranger with similar tastes over anything thrust at them by a faceless company.

Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can’t help recommending products and services to their friends—it’s an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire.

Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch’s strategies include:

— Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before—but the key is listening.
— The sales team is the most important part of your marketing team. Salespeople are the company’s main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical.
— Educate your customers. Referrals are helpful only if they’re given to the right people. Educate your customers about whom they should be talking to.

The secret to generating referrals lies in understanding the “Customer Referral Cycle”—the way customers refer others to your company who, in turn, generate even more referral s. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine.

This practical, smart, and original guide is essential for any company looking to grow without a fat marketing budget.

About John Jantsch

John Jantsch is the creator of the Duct Tape Marketing System. For more than twenty years he has coached and consulted small business owners and independent professionals in simple and low-cost methods for growing and promoting their businesses. His blog, Duct Tape Marketing, was recognized by Forbes magazine as the best blog on small business and marketing.


Reviews

Goodreads review by Marc on February 23, 2013

There are some very practical tips in this book for everyone. I picked up a few new ones myself. Having said this, it's not my favorite book. The basic framework that John lays out is brilliant. Imagine you had every client refer your company and work backwards from there to map out the amazing expe......more

Goodreads review by Sergei_kalinin on November 20, 2016

Твёрдая "четвёрка". Да, первая книга Янча ("Маркетинг без диплома") мне понравилась больше. И в этой книге есть много повторов/пересечений с первой книгой. Пожалуй, главный "минус" этой книги в том, что автор попытался засунуть под одну обложку слишком много всего - и контент-маркетинг, и PR, и SMM,......more

Goodreads review by Samson on June 27, 2017

Good business book. Author talks about how to market your product or business. He suggest word of mouth marketing is very important compare to any other types of marketing strategies. First find out your ideal customer group and build trust between you and customers then they will refer the product......more

Goodreads review by Paul on April 27, 2020

Great resource for people looking for ways to increase their business with lots of amazing tips and tricks. It contains a bunch of spelling and grammar errors, so you will have to stomach those.......more