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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 )
5 star
 (149)
4 star
 (125)
3 star
 (94)
2 star
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1 star
 (19)
Overall
3.6 (167 )
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1 star
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Story
3.8 (172 )
5 star
 (47)
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3 star
 (42)
2 star
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1 star
 (6)
Performance
Sort by:
  •  
    Omar 03-08-12
    Omar 03-08-12 Member Since 2011

    “Logic will get you from A to B. Imagination will take you everywhere.” - Albert Einstein

    HELPFUL VOTES
    85
    ratings
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    71
    52
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    Overall
    Performance
    Story
    "Shallow"

    The book is very shallow and lacks insights. He just keep repeating lots of info about tools and tips of marketing your business, most of them are only doable for an online or tech-based business.
    Moreover, it is in most of the times very unrealistic and assumes that the business can afford to run unprofitably for a long time just to build a base of loyal customers!

    In short, skip it! There are lots of better books on the same topic.

    2 of 3 people found this review helpful
  •  
    Howard 03-31-13
    Howard 03-31-13
    ratings
    REVIEWS
    9
    1
    Overall
    Performance
    Story
    "Dont waste you time or money on this book"
    What would have made The Referral Engine better?

    This book is more of an infomercial for his services than anything


    Has The Referral Engine turned you off from other books in this genre?

    No but I wont buy his books


    What didn’t you like about John Jantsch’s performance?

    repetitive


    Any additional comments?

    Dont bother buying. You can find better information on the web or in magazines such as Inc or Entrepreneur.

    0 of 0 people found this review helpful
  •  
    Marcel South Melbourne, Australia 03-07-13
    Marcel South Melbourne, Australia 03-07-13 Member Since 2012
    HELPFUL VOTES
    2
    ratings
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    16
    12
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    0
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    Story
    "At times I thought I was in an infomercial"
    Would you say that listening to this book was time well-spent? Why or why not?

    It was very generalised and repetitive from chapter to chapter for me. I started other books just to have a break. I wouldn't sit through that again in a hurry. I think the print version may be easier to skim through.


    What could John Jantsch have done to make this a more enjoyable book for you?

    Stop repeating things across chapters.


    What did you like about the performance? What did you dislike?

    Reader was OK.


    Who do you think would benefit most from listening to The Referral Engine?

    No greatly.


    Any additional comments?

    Don't expect anything more than you could read for free on marketing blogs. It's OK but I didn't think it was anything brilliant. Depends what you need to achieve - it can motivate those who need a reason to try new things.

    0 of 0 people found this review helpful
  •  
    Elizabeth Provo, UT, United States 02-20-13
    Elizabeth Provo, UT, United States 02-20-13 Member Since 2011
    HELPFUL VOTES
    15
    ratings
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    34
    26
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    0
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    Story
    "Great ideas if put into practice."
    If you could sum up The Referral Engine in three words, what would they be?

    Informative; good; educational


    Was this a book you wanted to listen to all in one sitting?

    No, this book needs to be digested and thought about, and action plans made. I listened to the book very quickly because each idea given was so great I wanted to see what was coming next, but i have since started listening to about one chapter a week so I can more fully implement his ideas.


    0 of 0 people found this review helpful
  •  
    Lynn 02-10-13
    Lynn 02-10-13
    ratings
    REVIEWS
    25
    7
    Overall
    Performance
    Story
    "Amazingly Helpful"

    I loved this book so much that I am also buying a print copy that I can mark up! I am developing iPad presentations for myself and other Real Estate agents and much of our business is referral. This books helps line up how to stand out so that you will get referred- I can't wait to put it into practice.

    0 of 0 people found this review helpful
  •  
    Arman NEW YORK, NY, United States 01-24-13
    Arman NEW YORK, NY, United States 01-24-13 Member Since 2012
    ratings
    REVIEWS
    14
    1
    Overall
    Performance
    Story
    "Title is misleading. Very little about referrals"
    What could have made this a 4 or 5-star listening experience for you?

    More actual techniques for asking for referrals. The author suggests that business must be referable, duh!


    What could John Jantsch have done to make this a more enjoyable book for you?

    Not to delineate from the subject too much


    0 of 0 people found this review helpful
  •  
    Timothy Coffs Harbour, Australia 11-26-12
    Timothy Coffs Harbour, Australia 11-26-12 Member Since 2011
    ratings
    REVIEWS
    1
    1
    Overall
    Performance
    Story
    "Great ideas and packed with information"
    What did you love best about The Referral Engine?

    The ideas that I can go back to over and over again


    What does John Jantsch bring to the story that you wouldn’t experience if you just read the book?

    The way he really gets into sharing the information and how it has worked for him.


    0 of 0 people found this review helpful
  •  
    Richard Tapps Ferntree Gully, VICTORIA Australia 08-13-12
    Richard Tapps Ferntree Gully, VICTORIA Australia 08-13-12 Member Since 2012
    ratings
    REVIEWS
    1
    1
    Overall
    Performance
    Story
    "Great Listening, Great Information"
    Would you recommend this audiobook to a friend? If so, why?

    I would recommed this audiobook to anyone in a small business that is time poor. The marketing tips are excellent and easy to implement. You can easily go back over the infomation time and again.
    I travel a lot, so I usually listen in the car. I can usually listen to a the whole book in one trip... I have since purchased the book as well so i have reference guide :)


    What about John Jantsch’s performance did you like?

    John is clear and concise in his presentation. Very easy to listen too.


    Was there a moment in the book that particularly moved you?

    I particularly liked the snack sized suggestions in chapter 12.


    Any additional comments?

    If John does another book/audiobook, I will be the first to purchase :)

    0 of 0 people found this review helpful
  •  
    Colo Spgs Book Gal Colorado 05-21-12
    Colo Spgs Book Gal Colorado 05-21-12
    HELPFUL VOTES
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    4
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    "Lots of info -- not a bunch of fluff!"
    What did you love best about The Referral Engine?

    He gave lots of solid ideas for generating referrals and marketing one's business in general.


    Have you listened to any of John Jantsch’s other performances before? How does this one compare?

    No.


    Did you have an extreme reaction to this book? Did it make you laugh or cry?

    No.


    Any additional comments?

    Now I want to purchase the print version because it is too hard to remember all the ideas when you're driving around in your car. I am going to listen to it a second time through very soon. I do have to say that it is a good marketing book in general, and not always necessarily related to referrals, but very good nonetheless.

    0 of 0 people found this review helpful
  •  
    Lane Narre Warren South, Australia 05-11-12
    Lane Narre Warren South, Australia 05-11-12
    ratings
    REVIEWS
    1
    1
    Overall
    Performance
    Story
    "Get Referred!"
    What did you love best about The Referral Engine?

    A fair amount was covering ideas you have seen or possibly thought of with a decent amount of effort but this book is about how to implement those ideas and John offers quite a few new ones you haven't though of. Worth your money and time.


    0 of 0 people found this review helpful
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