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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.
The Yelps and TripAdvisors of this world are here to stay. How can a business owner fight back?
Eighty percent of consumers now consult online reviews before making a purchase. These days a disgruntled but ignorant customer on Yelp might have more clout than any expert guidebook, magazine article, or newspaper critic. Business owners feel they are at the mercy of these companies algorithms, with little to no recourse when unjustly bad reviews damage their bottom line.
But some savvy businesses have figured out how to fight back. The winners in this new marketplace are finding ways to use reviews—both positive and negative—as their competitive advantage.
In Everyones a Critic, Bill Tancer draws on case studies, field research, and never-beforepublished data to create the definitive guide for the business owner. He offers valuable insight for anyone seeking to make the most of their online consumer reviews, including the little touches that have outsized impact on positive reviews; how to deal with bad reviews; and how to spot reviewers who are trying to take advantage of you. Consider:
Tancer shows how online reviews can be a huge help, not a burden, to business owners and managers—once they learn how to leverage them.
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.”
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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