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.
Customer ReviewsSee All
This is one of 7 "Must Haves"
This is an important book for what is happening right now in business and the way business, marketing and branding should be done. Don't let the name fool you, it's all about getting referrals, but at the same time it's all about how "to do" in business today. It's a 10 and you should get it. The audio is fine, it's not a single file. There are 13 chapters. I don't know what the above review is referring to, pardon the pun.
Great content, but audio version is flawed
I give it 5 stars because I love John's stuff. Unfortunately the audiobook is configured as one single track which makes it extremely frustrating to listen to because I'm constantly having to remember where I left off when I go listen to something else! Definitely needs to be set up with chapters or smaller sections as seperate tracks.
Simply packed with ideas!
Wow! What a great piece of work by Mr. Jantsch. Rarely MUST I go out and buy the print edition for notes after listening to a book, but this one is THAT good. Thank you Sir!
Chapter 8 in particular I've listened to 3 times already.