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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.
- Sales Rank: #123575 in Books
- Brand: Portfolio Trade
- Published on: 2012-09-25
- Released on: 2012-09-25
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .70" w x 5.50" l, .48 pounds
- Binding: Paperback
- 256 pages
Features
From 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)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"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
About the Author
John Jantschis 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 byForbesmagazine as the best blog on small business and marketing.
Most helpful customer reviews
183 of 201 people found the following review helpful.
My Honest Review
By John B. Spence
[[VIDEOID:mo2CI1PDZHCLNYU]]I have read more than 100 business books a year for the last 21 years -- and here is my review on "The Referral Engine."
59 of 63 people found the following review helpful.
A Few Useful Chapters
By loka
This book has 13 chapters (the last chapter gives an overall view). I would have to agree with what fellow reader S. A. Mccullough (who gave this book a 1-star rating) said with regards to the first 5 chapters of the book - incoherent and has little to do with referral generation.
Real juice flows from the following chapters:
6. Using valuable content as marketing material
7. How to use Social Media, Blogs and tools like podcast and videos to engage customers
9. How to form win-win partnership with other businesses (both closely related and remote) to generate referrals to both partners
However, if you have read books like Get Content Get Customers : Turn Prospects into Buyers with Content Marketing; Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World; Word of Mouth Marketing, Revised Edition: How Smart Companies Get People Talking like I did, then I can assure you that the ONLY chapter you would find useful and new is Chapter 9 (how to form win-win partnership for referral generation). If you have not read these books, then The Referral Engine might be a good overall guide for you (but still, skip chapters 1 to 5) and that is why, assuming you haven't read those books, I gave it 3 stars.
2 stars have to be taken away regardless of whether you are new to the topic of referral generation or not due to the book's poor organization. It lacks a readily useable framework - the author does mention a "4Cs framework" - Content, Context, Connection and Community - but sadly the chapters are not organized around the 4Cs, in fact, they are rarely even mentioned throughout the book, and readers are left with the difficult task of figuring out which part of the book falls into which of the 4Cs.
To me, this book is quite a disappointment, especially when it has so many 5-star reviews.
30 of 34 people found the following review helpful.
Extraordinary Compliment To Duct Tape Marketing - A Must Read!
By Mike M
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
See all 104 customer reviews...
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