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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 (452 )
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3.8 (194 )
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Performance
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  •  
    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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    "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 05-11-12
    Lane 05-11-12
    ratings
    REVIEWS
    1
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    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
  •  
    Dominic New York, NY, United States 01-16-12
    Dominic New York, NY, United States 01-16-12 Member Since 2009
    HELPFUL VOTES
    3
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    "This guy is a fool. Don't waste your money."
    What disappointed you about The Referral Engine?

    He has no idea. He proudly relays the time of when he went into a company and told all their sales people not to attempt to make a sale for 6 months. He says he was fired immediately. Businesses can't afford to not make sales for 6 months - that would kill pretty much any business. I would have fired him too. He goes on to say how the business was totally wrong and they should have listened to him. What an idiot!

    He goes on and on about this technology, this website, one's that we've all heard about, and he tells you as though it's the greatest thing on earth. I was so bored with him regurgitating obvious information about the world that I gave up. Go and write something original mate.


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

    Get over himself


    Would you listen to another book narrated by John Jantsch?

    Not a chance.


    What reaction did this book spark in you? Anger, sadness, disappointment?

    Disappointment and boredom.


    Any additional comments?

    I don't normally write reviews but this guy was such an idiot, I had to warn others.

    3 of 6 people found this review helpful
  •  
    Melissa Lake Arrohwead, CA, United States 02-20-11
    Melissa Lake Arrohwead, CA, United States 02-20-11
    HELPFUL VOTES
    5
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    "Had to shut it off."

    I reached chapter 4 of this book and didn't have a single bit of information written down in my notebook of important things to remember and/or try.

    This book offered me nothing...I'm a small business owner in a tough market. There are all kinds of businesses like mine popping up each day. I was hoping this book would give me a few tid bits of information to help me with referrals. Instead I'm writing my first bad book review.

    I wouldn't recommend it to fellow business owners. Most of what I heard was common sense. I'm giving it 1 star because I have to.

    4 of 9 people found this review helpful
  •  
    Joe T. 09-12-11
    Joe T. 09-12-11
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    "Useful, but so boring I couldn't finish it"

    There are a lot of great tips in this book. It is just so boring that I could only make it half way through. If you want something to go to sleep to, this may be the book.

    1 of 3 people found this review helpful
  •  
    Eric PASADENA, CA, United States 11-17-11
    Eric PASADENA, CA, United States 11-17-11 Listener Since 2006
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    "Brilliant"

    Better than Einstein's bio. I really was into this book and it's very well written.

    0 of 1 people found this review helpful
  •  
    Melanie at LushPad North Vancouver, BC, Canada 03-27-11
    Melanie at LushPad North Vancouver, BC, Canada 03-27-11

    Owner of LushPad com

    HELPFUL VOTES
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    "Drone"

    Wow. I know there must be good information in there, but the narration and preamble are mind-numbingly boring. I can't stand it.

    1 of 4 people found this review helpful
  •  
    Ali A San Francisco, CA, United States 09-29-11
    Ali A San Francisco, CA, United States 09-29-11

    Al A

    ratings
    REVIEWS
    4
    1
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    Story
    "Can't get it"

    Every time I start listening to this book, I stop after a couple of minutes. I can't get any ideas or learn anything.

    0 of 3 people found this review helpful

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