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:
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
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.
hope new version with updated references cubes out. very disappointing. most of the references URL doesn't work.
A great listen. Plenty of actionable advice in this one. The book is a little long, and it can feel like there is a lot of "fluff" between actionable items. This book is well worth the listen if you have time. Some great ideas on how to leverage existing customers to exponentially get more customers.
I really enjoyed this book, it has moments were it caused me to have a spark of ideas randomly while a heard it. It made me think a lot about my business and how much I truly appreciate my customers. In a way it's very motivational to work for something even higher than what you've set for yourself and work for others instead of yourself.
This book exceeded by far my expectations! I am a young entrepreneur trying to grow a 50+ year old family business. I hung onto every word of the author, taking detailed notes every step of the way. I started implementing the tactics suggested and know that we will find great success with the important information shared in this book.
I highly recommend this book to any entrepreneur to consider the powerful impact these concepts may have on their business once properly applied.
Gregg Holman, Your Realtor for DC, Virginia and Maryland
some original content with well-defined strategies. Some attention to how to generate referrals as an INDIVIDUAL, rather than an organization.
no, jut this author -
Being something other than a series of what other organizations have done, perhaps some concrete steps that are measurable and reliab
If I were totally clueless about business and somehow lied my way into a marketing job
nice package and hype. Definitely know how to market
This is my new "go-to" book for background noise... getting ready for work, driving short distances, etc and it never fails to inspire a new idea or thought!!
Content, narration and flow is excellent. It generated a ton of original ideas for programs my company will be implementing. This book has a very unique and up-to-date take on something that's been basic business for all of time. Use the bookmarking feature and/or take notes!!
It felt too much like a bunch of random thoughts or Tweetable case studies. There wasn't much strategy, or technique, just a bunch of tactics that may or may not work depending on if you've figured out everything else you'd need to make them stick.
You get the sense this author wrote a really good book or two a while ago and now he is riding his name. There is some helpful material in there but realistically could be presented in 50% of the time as he seems to get of course and talk about things like how to run a business.
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