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The Referral Engine: Teaching Your Business to Market Itself | [John Jantsch]

The Referral Engine: Teaching Your Business to Market Itself

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....
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Publisher's Summary

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. 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". 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.

©2010 John Jantsch (P)2010 Gildan

What Members Say

Average Customer Rating

3.8 (425 )
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Performance
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  •  
    Martha Nashville, TN, United States 03-02-11
    Martha Nashville, TN, United States 03-02-11
    HELPFUL VOTES
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    "Great book, easy read/listen, huge amount of info"

    I enjoyed the Referral Engine very much. It's a quick read/listen and is easy to have on during commutes or while excercising. It definitely gives you an almost overwhelming amount of info on how to create a successful referral system for your business. We all know referrals are often the best kind of customers. Who wouldn't want more? This book shows you how to get them easily.

    If you read it once, it can be overwhelming, so just take what pieces work for you. Read it again and focus on those pieces.

    9 of 9 people found this review helpful
  •  
    Courtney Engle Robertson Chambersburg, PA, United States 04-22-11
    Courtney Engle Robertson Chambersburg, PA, United States 04-22-11 Member Since 2008

    Helping Small Business Owners Unlock Hidden Profits by Streamlining Social Media, Local SEO, and Mobile Marketing

    HELPFUL VOTES
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    "Synthesized on and offline networking"

    John Jantsch has done a great job at synthesizing the soft-skills of real world networking with the overview of the online landscape and best practices in networking online. It inspires quick action, but also in thoughtful content creation that generates inbound traffic are beneficial for business owners. I enjoyed the author reading of this book as well.

    6 of 6 people found this review helpful
  •  
    Dean Pembroke Pines, FL, United States 10-13-10
    Dean Pembroke Pines, FL, United States 10-13-10
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    "A misleading Title results in a hidden gem"

    I've seen this book so many times and thought of purchasing it in print form. I've read so many books on network marketing and thought this book was another. I was hooked to this book, it was nothing as I expected. It gave me great business ideas, and shines a whole new light on working for referrals. I would recommend this book to any small business owner looking for creative ways to gain business through referrals.

    Loved it.

    15 of 17 people found this review helpful
  •  
    Roy FRESNO, CA, United States 08-07-11
    Roy FRESNO, CA, United States 08-07-11 Member Since 2011

    I am a professional photographer, a motorcyclist, and an avid reader and listener. I enjoy history, business books and

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    "So good I bought the book"

    This book has a wealth of information for the person running there own business. If you have been in business for any lenght of time you have learned that getting referrals is the one the best business building tools there is and this book give your a wealth of great ideas, from very specific to the basic idea that you need a business that people will talk about. You can have a good business, do everything that you are supposed to but if you don't have a little flair in your business your not giving people a reason to talk about you. This book was such a good listen that I went out and got the paper book for reference. Don't get me wrong, the audio will get you inspired, but going back to the book for reference is also valuable. All in all this book has changed the way I think about my business.

    4 of 4 people found this review helpful
  •  
    Richard Carlingford, Australia 10-18-10
    Richard Carlingford, Australia 10-18-10
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    "Purple cow on steroids"

    This is probably the most beneficial marketing book I have read so far. If you have read Purple Cow, this book takes that concept further and focuses on real techniques on how to get people to refer you business.

    13 of 16 people found this review helpful
  •  
    Albert 11-12-11
    Albert 11-12-11
    HELPFUL VOTES
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    "I've read better"

    I thought the book had to much pchyco-babble and not enough advice on showing you how to acually get it done. It still leaves you to pretty much figure out the tactics and stratagies on getting referal marketing rolling on your own.

    2 of 2 people found this review helpful
  •  
    Meena Newark, NJ, United States 02-04-11
    Meena Newark, NJ, United States 02-04-11
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    "Good book"

    A very good book; well narrated and a good story line. I would recommend this for my friends and family. Thanks to Audible for having this in store.

    3 of 4 people found this review helpful
  •  
    Theodore thessalonikiGreece 06-03-10
    Theodore thessalonikiGreece 06-03-10
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    "May i be the 1st Referral!!"

    What an amazing Book!! i believe everyone should read this!! I am in the Insurance Industry in Greece and the story the author has included concerning the Insurance industry in the beginning of the book fit my experience so far!! so i decided to change this and try what he suggests!! will keep you informed on the results!!keep up the great work!! will be referring this book often!!

    13 of 19 people found this review helpful
  •  
    Rick Measham Australia 08-03-10
    Rick Measham Australia 08-03-10 Listener Since 2008
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    "Packed full of getting it done"

    Jantsch has written a fantastic book about building a business based on referrals. The book is packed with idea after idea for helping your customers refer you to other customers.

    If you've already read "The Ultimate Question" then this is the other half. Why just ask how likely are you to recommend us to a friend or colleague if you don't then ask them to actually get up and make that referral.

    My current fave: "You're going to like our product so much that in 30 days I'm going to come back and ask you to introduce me to three friends or colleagues that could also benefit from our product"

    10 of 15 people found this review helpful
  •  
    donovanoleary North Versailles, PA, United States 08-23-10
    donovanoleary North Versailles, PA, United States 08-23-10
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    "Practical & Inspirational Ideas"

    This book is a great way to "warm-up" or get in the "mood" for a Brainstorming session. The examples are solid and practical in most business segments (Retail, Service, Professional, etc). The reading was also very good.

    6 of 9 people found this review helpful
  • Showing: 1-10 of 26 results PREVIOUS123NEXT
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  • Andrew
    Thorrington, United Kingdom
    1/4/11
    Overall
    "6 Hours 49 Minutes of My Life"

    That was 6 hours and 49 minutes of my life that I won't get back. And it wasn't a valuable use of my time.

    This book has every appearance of being written with the sole purpose of making money. Nothing wrong with that in itself, but it delivers no value. Most of the book is taken up with stating the obvious - that you have to keep your customers happy by looking after them to stand any chance of getting referrals. The 'advice' was regurgitated from other sources (Brian Tracy amongst others) and the references are already well known.

    I am planning a referral system for our customers as they are all so enthusiastic about the service that we deliver and was hoping that this book would be a kind of manual on how to do it. I was really dissapointed.

    My advice - don't waste your money on this book.

    4 of 4 people found this review helpful
  • Clive
    Northampton, Northamptonshire, United Kingdom
    9/20/10
    Overall
    "The referral engine turbo charged my brain"

    Searching for inspiration to hoof my business ahead of the competition i took this audio book on holiday and listened to it most days.Seeing how others have done something so well, and John gives lots of examples, is not always easy to translate to your own set of circumstances.

    But persistence pays, and a week after coming back i had that breakthrough idea that i am now buzzing about.

    The books brilliant and it will make you brilliant too.

    3 of 3 people found this review helpful
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