The Referral Engine: Teaching Your Business to Market Itself |  | Author: John Jantsch
Publisher: Portfolio Hardcover
Category: Book
List Price: $25.95
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Rating:  43 reviews
Sales Rank: 3,229
Media: Hardcover
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9 x 6.2 x 1.1
ISBN: 1591843111
Dewey Decimal Number: 658.872
EAN: 9781591843115
ASIN: 1591843111
Publication Date: May 13, 2010
Availability: Usually ships in 1-2 business days
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Product Description
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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| Customer Reviews:
Showing reviews 1-5 of 43
My Honest Review May 13, 2010
John B. Spence (Gainesville, FL)
63 out of 68 found this review helpful
Watch Video Here: http://www.amazon.com/review/R2SFGNUTQ4X44L I have read more than 100 business books a year for the last 21 years -- and here is my review on "The Referral Engine."
Extraordinary Compliment To Duct Tape Marketing - A Must Read! May 13, 2010
Mike Michalowicz (Boonton, NJ)
22 out of 23 found this review helpful
I have read countless books on marketing and sales. From Purple Cow to all the Zig Ziglar... and all of them have truly great theory. John's books takes the theories and puts the rubber to the road. I found Duct Tape Marketing to be a step by step guide to small business marketing. Referral Engine took it to a whole new level. It addresses the most important marketing method head on - referrals. There is no better marketing in the world, then a new prospect learning about you from their trusted friend or family member. John's book shows you how to do it over and over again. This book is not only a must read, it is a "must keep with you at all times" book.
Mike Michalowicz
Author of The Toilet Paper Entrepreneur
Referrals Matter, This Book Matters More May 17, 2010
James Kukral (Cleveland, OH United States)
15 out of 16 found this review helpful
Watch Video Here: http://www.amazon.com/review/R20TVTEMGTAVPQ John has crafted a strong message for all of us who want to stop spending millions on advertising that doesn't produce results. That message is, use the power of referrals to drive more sales and leads for your business or brand. It's not that hard either, if you know how to do it. The Referral Engine will tell you what to do. Buy this book.
Recipe for Marketing Success May 13, 2010
Joy Johnson (Eastern Connecticut)
6 out of 6 found this review helpful
There's nothing totally unique about any one idea in "The Referral Engine." There's nothing unique about a 5lb. bag of sugar either. Of course that bag of sugar could be in the hands of a skilled pastry chef - or it could be in mine. I can tell you there's a pretty big difference. John Jantsch is the Head Chef of Marketing. He has an almost magical way of accumulating massive quantities of more basic ideas, sifting them, combining them in perfect proportions, and then turning them into recipes for delicious success. The end result almost defies identification of those original ingredients. A great chef understands every tool, and exactly what his oven will do at each temperature. John Jantsch understands small business owners to the extent he crawls right inside our heads to tweak attitudes - and he does it by slowly building a case logically, step by step, until you can't help but agree with what has just become so obvious.
In "Referral Engine" one of the first things he tackles is a business owner's reluctance to ask for referrals. I know that until I was exposed to Jantsch's material, I hated it! I expected my clients to love me and spread the love without me asking - and in fact, often times that did happen. No matter how good you think you are now, if you're like me, you have no idea how great your untapped potential in this area is.
I think the thing I like most about Referral Engine, and Jantsch's work in general, is that there is no dishonesty, no gimmicks, no use of trickery. I've always believed the path to success lies in creating a great product or service for which one charges a fair price. It's an approach built on creating a great product or service to begin with. Jantsch shares that approach. For example, Chapter 5 is titled "Your Authentic Strategy." The underlying premise of this work is the need to create a company worth referring. The second key idea is that you get ahead by helping others first. We're encouraged to partner with other businesses, and to always be looking for ways to help others, to connect, to refer. There are no one-way streets in Jantsch world. You clearly give as well as get. The icing on this cupcake is the multitude of examples and references that help one understand just what all of this means and how it's done.
Then, once the underlying foundation is in place, Jantsch starts with the mechanics, and, unlike other "idea" based authors - many of whom I also love - Jantsch gets into the guts of the issue. Here's how. Here's where you go. Do this next. There's no sugar coating. This stage isn't about the tasty result. This is about the process. Jantsch doesn't just cover the need to blog, he starts at the basement. For example, from P. 131, "Keyword rich" covers the way you need to use keywords in your blog in order to make it accessible. Sure, you might want to buy another book just on SEO, but in this one section, Jantsch manages to succinctly distill the basics that you will need - including providing tools like [...] which will help you.
If you take all of this book to heart, and implement it fully, not only will you have a great referral machine, you'll have a great business. This one book may not have all the information you'll need to improve all of the other parts of your business, but it will help you identify parts that aren't working because they will keep you from being talk, or referral, worthy. This book, assuming one has an Amazon Prime membership - and every small business owner should - is $11.69 today, its release date. I'd be surprised if your return on investment wasn't at least 1,000 times that. On the other hand, you could order 20 to 30 other books to cover the various aspects covered here - and I would hope for that, you'd have greater results, but somehow I seriously doubt it.
I love this book, and I think you will too.
You need referalls! May 13, 2010
Dan Schawbel (Waltham, MA, USA)
8 out of 9 found this review helpful
I haven't made one cold call in years and that's how it should be. In John's new book "The Referral Engine," you'll learn how to create a business that sells itself. Why waste your time calling other people, when it's much easier to close sales when they call you? I don't read many books but this one struck a cord with me because I've noticed that if you make yourself referable, you are more likely to receive no potential client calls. John is obviously the king of doing this for small business, so this is more of a bible.
Showing reviews 1-5 of 43
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