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
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 :)
John is clear and concise in his presentation. Very easy to listen too.
I particularly liked the snack sized suggestions in chapter 12.
If John does another book/audiobook, I will be the first to purchase :)
He gave lots of solid ideas for generating referrals and marketing one's business in general.
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.
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.
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.
Get over himself
Not a chance.
Disappointment and boredom.
I don't normally write reviews but this guy was such an idiot, I had to warn others.
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.
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.
Owner of LushPad com
Wow. I know there must be good information in there, but the narration and preamble are mind-numbingly boring. I can't stand it.
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