The Referral Engine: Teaching Your Business to Market Itself

The Referral Engine: Teaching Your Business to Market Itself

3.9 20
by John Jantsch
     
 

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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

Overview

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.

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)
From the Publisher
"A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves."
-Publishers Weekly

"Frankly, I had no idea how John was going to top Duct Tape Marketing. The book is a classic. But with The Referral Engine, John puts you in the driver's seat and shows you the steps to achieving marketing success without a huge budget. Go no further. Buy this now."
-Chris Brogan, coauthor of Trust Agents

"I don't think there are many people who know more about small business marketing than John does, and I'm certain that there's no one more generous in sharing tips and insights. What, exactly, are you waiting for? This book will pay for itself in one day."
-Seth Godin, author of Linchpin

"For Zappos, part of delivering a great customer experience means developing personal and emotional connections, both with employees and customers. These are the types of connections people talk about with their friends and family. This book will show you how to give people something to talk about."
-Tony Hsieh, CEO, Zappos.com

"Who knew that there's a science to referrals? Not I-but now that I know, I want you to benefit from John's expertise. In a sense, a jacket blurb is the ultimate referral, and I'm here to blurb this book because it will help you succeed in business."
-Guy Kawasaki, cofounder of Alltop

Product Details

ISBN-13:
9781596597570
Publisher:
Gildan Audio
Publication date:
09/06/2011
Sales rank:
1,093,958
Product dimensions:
5.70(w) x 5.20(h) x 2.50(d)

What People are saying about this

From the Publisher

"A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves."
-Publishers Weekly

"Frankly, I had no idea how John was going to top Duct Tape Marketing. The book is a classic. But with The Referral Engine, John puts you in the driver's seat and shows you the steps to achieving marketing success without a huge budget. Go no further. Buy this now."
-Chris Brogan, coauthor of Trust Agents

"I don't think there are many people who know more about small business marketing than John does, and I'm certain that there's no one more generous in sharing tips and insights. What, exactly, are you waiting for? This book will pay for itself in one day."
-Seth Godin, author of Linchpin

"For Zappos, part of delivering a great customer experience means developing personal and emotional connections, both with employees and customers. These are the types of connections people talk about with their friends and family. This book will show you how to give people something to talk about."
-Tony Hsieh, CEO, Zappos.com

"Who knew that there's a science to referrals? Not I-but now that I know, I want you to benefit from John's expertise. In a sense, a jacket blurb is the ultimate referral, and I'm here to blurb this book because it will help you succeed in business."
-Guy Kawasaki, cofounder of Alltop

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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Referral Engine: Teaching Your Business to Market Itself 4 out of 5 based on 0 ratings. 20 reviews.
johnqpublic7 More than 1 year ago
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.
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RolfDobelli More than 1 year ago
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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Phil_Lauterjung More than 1 year ago
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.