The Referral Engine: Teaching Your Business to Market Itself

Overview

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 stranger with similar tastes over anything thrust at them by a faceless company.

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The Referral Engine: Teaching Your Business to Market Itself

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Overview

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 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 only helpful 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 referrals. 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 reading for any company looking to grow without a fat marketing budget.

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Editorial Reviews

Publishers Weekly
As lean times force businesses to reduce advertising and marketing budgets, more and more companies are trying to develop new clients through word-of-mouth referrals. Jantsch (Duct Tape Marketing) champions such an approach, asserting that “many widely referred businesses do very little when it comes to traditional advertising” and that “happy customers and actively engaged partners account for a great deal of their efforts.” According to Jantsch, referral behavior is a primal activity rooted in our survival instinct and satisfying our need to connect with other people and mint social currency. Jantsch offers practical solutions on how to build a powerful “referral engine” by developing a systematic, consistent, and replicable approach and exploiting content, using social networking, and building strategic partnerships. He illustrates his points with examples from such companies as work clothing manufacturer Carhartt with its Tough Jobs blog; Southwest Airlines, which relies heavily on hiring the right people to be the champions of the brand; and TerraCycle, a recycling company whose nontraditional business practices generated word-of-mouth attention. A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves. (May)
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Product Details

  • ISBN-13: 9781591844426
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 9/25/2012
  • Pages: 256
  • Sales rank: 296,716
  • Product dimensions: 5.53 (w) x 8.43 (h) x 0.71 (d)

Meet the Author

John Jantsch is a marketing and digital technology coach, an award-winning social media publisher, and the author of the small- business marketing bible Duct Tape Marketing. He lives in Kansas City, Missouri.
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Table of Contents

Acknowledgments vii

Preface xi

Introduction 1

Chapter 1 The Realities of Referral 3

Chapter 2 The Qualities of Referral 13

Chapter 3 The Path to Referral 33

Chapter 4 The Referral System View 55

Chapter 5 Your Authentic Strategy 67

Chapter 6 Content as Marketing Driver 92

Chapter 7 Convergence Strategies 116

Chapter 8 Your Customer Network 148

Chapter 9 The Strategic Partner Network 174

Chapter 10 Ready to Receive 187

Chapter 11 Referral-specific Campaigns 199

Chapter 12 Snack-sized Suggestions 213

Chapter 13 Workshop 227

Index 235

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Sort by: Showing all of 19 Customer Reviews
  • Posted July 18, 2010

    Not worth the money!!!

    There's very little original here. A lot of fluff and plugs his marketiug pals too much. Duct Tape Marketing is much better. Skip this one.

    1 out of 1 people found this review helpful.

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  • Posted May 18, 2010

    A Top 5 Business Book

    Over the course of my 25+ years in sales & marketing management I have read many, many books. Very few rise above the level of rehashing what someone else has already written. John Jantsch has managed to take a subject, referrals, that everyone talks about and adds more relevant content than you could get in dozens of other books. He interviewed over 100 small business owners to find out what really works for them, then offers a systematic and practical how-to guide for everyone. If you own a business, or are involved in management, you need to have this book. It doesn't really matter if your business is small or large. This book will help your business grow. The only business I wouldn't recommend it to are my competitors. I used up one highlighter, and most of another one, while reading this book. There is enough outstanding information and suggestions to keep you busy growing your business for a long time. Get this book now before your competition does.

    1 out of 2 people found this review helpful.

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  • Posted August 16, 2011

    more from this reviewer

    Straightforward guidebook on how to develop referrals

    People love to recommend the purchases they make to their friends, relatives and colleagues; in fact, referring something you like to someone else is instinctual. Smart companies can leverage this natural tendency to earn more business and make more sales. In this book, respected marketing authority John Jantsch shows you how to develop a referral system that will pay off. You can use his ideas to sell your products or services without an expensive marketing budget. getAbstract recommends this savvy book to small-business owners, entrepreneurs, solo practitioners, professional partnerships, and any other commercial or professional entity that wants to make better use of referrals for future business, professional engagements, and profit. Now, make the most of this referral and tell your friends about this book.

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