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The Referral Engine: Teaching Your Business to Market Itselfby John Jantsch
Synopses & Reviews
The small-business guru behind Duct Tape Marketing and The Referral Engine teaches readers how to establish lasting commitment in their employees, customers, and businesses.
Why are some companies able to generate committed, long-term customers while others struggle to stay afloat? Why do the employees of some organizations fully dedicate themselves while others punch the clock without enthusiasm?
By studying the ins and outs of companies that enjoy extraordinary loyalty from customers and employees, John Jantsch reveals the systematic path to discovering and generating genuine commitment.
Jantsch’s approach is built on three foundational planks, which he calls the clarity path, the culture patron, and the customer promise. He draws on his own experiences and shares true stories from businesses like Threadless, Evernote, and Warby Parker. His strategies include these:
As Jantsch says, “Have you ever encountered a business where everything felt effortless? The experience was perfect, and the products, people, and brand worked together gracefully. You made an odd request; it was greeted with a smile. You went to try a new feature; it was right where it should be. You walked in, sat down, and felt right at home. . . . Businesses that run so smoothly as to seem self-managed aren’t normal. In fact, they are terribly counterintuitive, but terribly simple as it turns out.”
As a follow-up to The Referral Engine, this is about more than just establishing leads— it’s about building a fully alive business that attracts customers for life.
"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." Publishers Weekly (Copyright Reed Business Information, Inc.)
Book News Annotation:
Author Jantsch, a marketing and digital technology coach and social media publisher, knows referrals are powerful tools for ensuring business success and shares what he knows in this book. The secret, he says, is in understanding and establishing the "Customer Referral Cycle," which he describes as Know, Like, Trust, Try, Buy, Repeat, and Refer. He also advises businesses to talk to their customers not at them, ensure that the sales staff supports the referral strategy, and to educate customers regarding their role in the referral cycle. It's smart, straightforward writing with a very clear message. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
- Visit www.ducttapemarketing.com
- Also available as an e-book
A renowned marketing expert offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers.
Many of the areas that salespeople struggle with these days have long been the domain of marketers, according to bestselling author John Jantsch. The traditional business model dictates that marketers own the message while sellers own the relationships. But now, Jantsch flips the usual sales approach on its head.
Its no longer enough to view a salespersons job as closing. Todays superstars must attract, teach, convert, serve, and measure while developing a personal brand that stands for trust and expertise.
In Duct Tape Selling, Jantsch shows how to tackle a changing sales environment, whether youre an individual or charged with leading a sales team. You will learn to think like a marketer as you:
As Jantsch writes: Most people already know that the days of knocking on doors and hard-selling are over. But as I travel around the world speaking to groups of business owners, marketers, and sales professionals, the number one question Im asked is, What do we do now?
Ive written this book specifically to answer that question. At the heart of it, marketing and sales have become activities that no longer simply support each other so much as feed off of each others activity. Sales professionals must think and act like marketers in order to completely reframe their role in the mind of the customer.”
A new paradigm gives salespeople the tools to think and act more like successful marketers
The art of selling has evolved tremendously over the last few years. Todays hectic pace demands that sales professionals rethink their strategies and practices. They must attract, teach, convert, serve, and measure while developing an individual brand that stands for trust and expertise.
Now the popular author of Duct Tape Marketing teaches sales professionals how to apply the tactics of traditional marketing to their daily work. In Duct Tape Selling, salespeople will learn how to develop a marketing-based system to dramatically increase their effectiveness, stand above their competitors, and add value to their customer relationships.
Jantsch flips the traditional business model—where marketers owned the message while sellers owned the relationships—on its head. These days, he argues, marketers must get better at relationships and sales must perfect the message and delivery.
About 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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