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The Referral Engine: Teaching Your Business to Market Itself [Hardcover]

John Jantsch
5.0 out of 5 stars  See all reviews (5 customer reviews)
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Book Description

30 Jun 2011

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 organisation 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.


Frequently Bought Together

The Referral Engine: Teaching Your Business to Market Itself + Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide + The Commitment Engine: Making Work Worth It
Price For All Three: 42.92

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Product details

  • Hardcover: 256 pages
  • Publisher: Penguin (30 Jun 2011)
  • Language: English
  • ISBN-10: 1591843111
  • ISBN-13: 978-1591843115
  • Product Dimensions: 22.6 x 16 x 2.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 356,247 in Books (See Top 100 in Books)

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Review

John Jantsch, already one of the nation's acknowledged leading authorities on referral generation, has taken his game to an entirely new level. The Referral Engine is a must read for anyone and everyone whose business could benefit from a steady, increasing stream of A-list, high-quality referrals. And I cannot think of a single business that doesn't qualify for that. (Bob Burg, coauthor of The Go-Giver and Go-Givers Sell More)

About the Author

J. C. Carleson worked for Starbucks (corporate), Baxter International and Tektronix prior to leaving the private sector to enter the Central Intelligence Agency's elite clandestine service. She was an undercover CIA officer for eight years.

Inside This Book (Learn More)
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Most Helpful Customer Reviews
By Alpha
Format:Kindle Edition
I was sceptical about reading a book around what could be deemed a "fluffy" topic, however I was amazed by the array of insights and solutions put forward by the author and the number of positive lessons I have taken away. If a marketing book could be deemed a page turner this is it! I am really excited about putting some of the theories to work in my business.
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By Robert Morris TOP 500 REVIEWER
Format:Hardcover
Whatever their source of power (e.g. wind, water, coal, nuclear fission), the most effective engines throughout human history share common attributes: they are well-designed and conscientiously maintained. Moreover, whenever appropriate, they are modified to accommodate the requirements of changed circumstances. For example, steam power enabled British coal companies to remove water from their mines, then remove and transport coal to mills from which steel was transported to harbors at which steam-power ships delivered it to other harbors.

John Jantsch makes brilliant use of the engine metaphor when explaining how to formulate a strategy that drives a system that "compels customers and partners to voluntarily participate in marketing, to create positive buzz about the given products and services to friends, neighbors, and colleagues." In other words, to create or increase demand for whatever is offered by including within its marketing initiatives the active involvement of what Ben McConnell and Jackie Huba characterize as "customer evangelists." The "referral engine" really is a process rather than a mechanism. Despite what this book's subtitle claims, no business can be "taught to market itself" any more than a piano can be "taught to play Bach." However, as Jantsch explains, an organization's leaders [begin italics] can [end italics] devise and then execute the aforementioned strategy.
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5.0 out of 5 stars A must for any growing business 5 Feb 2013
Format:Hardcover|Verified Purchase
This book was recommended to me as a must read and consequently I am very happy to recommend it to anyone else as a must read for a growing business that is focused on giving extraordinary customer care...

If your business is like mine with customers at the heart of everything you do you will love this book, if on the other hand your business doesnt function with customers at its heart then you simply wont get this book.

Your decision....
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1 of 2 people found the following review helpful
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
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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1 of 7 people found the following review helpful
5.0 out of 5 stars The Referral Engine 15 Jun 2010
Format:Hardcover
A really fresh look at bringing the art and science of putting a referral system in place, couldn't praise this book enough.
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