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
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Customer Reviews

Most Helpful
1 out of 5 stars
By Andrew on 04-01-11

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.

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4 of 4 people found this review helpful

5 out of 5 stars
By Clive on 20-09-10

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.

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3 of 3 people found this review helpful

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Customer Reviews

Most Helpful
5 out of 5 stars
By Courtney Robertson on 22-04-11

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.

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6 of 6 people found this review helpful

5 out of 5 stars
By Martha on 02-03-11

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.

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12 of 13 people found this review helpful

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