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The Referral Engine: Teaching Your Business to Market Itself Paperback – September 25, 2012
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From Publishers Weekly
As lean times force businesses to reduce advertising and marketing budgets, more and more companies are trying to develop new clients through word-of-mouth referrals. Jantsch (Duct Tape Marketing) champions such an approach, asserting that many widely referred businesses do very little when it comes to traditional advertising and that happy customers and actively engaged partners account for a great deal of their efforts. According to Jantsch, referral behavior is a primal activity rooted in our survival instinct and satisfying our need to connect with other people and mint social currency. Jantsch offers practical solutions on how to build a powerful referral engine by developing a systematic, consistent, and replicable approach and exploiting content, using social networking, and building strategic partnerships. He illustrates his points with examples from such companies as work clothing manufacturer Carhartt with its Tough Jobs blog; Southwest Airlines, which relies heavily on hiring the right people to be the champions of the brand; and TerraCycle, a recycling company whose nontraditional business practices generated word-of-mouth attention. A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves. (May)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
"A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves."
"Frankly, I had no idea how John was going to top Duct Tape Marketing. The book is a classic. But with The Referral Engine, John puts you in the driver's seat and shows you the steps to achieving marketing success without a huge budget. Go no further. Buy this now."
-Chris Brogan, coauthor of Trust Agents
"I don't think there are many people who know more about small business marketing than John does, and I'm certain that there's no one more generous in sharing tips and insights. What, exactly, are you waiting for? This book will pay for itself in one day."
-Seth Godin, author of Linchpin
"For Zappos, part of delivering a great customer experience means developing personal and emotional connections, both with employees and customers. These are the types of connections people talk about with their friends and family. This book will show you how to give people something to talk about."
-Tony Hsieh, CEO, Zappos.com
"Who knew that there's a science to referrals? Not I-but now that I know, I want you to benefit from John's expertise. In a sense, a jacket blurb is the ultimate referral, and I'm here to blurb this book because it will help you succeed in business."
-Guy Kawasaki, cofounder of Alltop
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The Referral Engine is certainly not your average book about referrals and marketing, this is a small business how-to guide on creating content that makes a difference. I consider myself to be very well versed in the ways of new media and social engagement for my business and my personal brand, but I could not stop writing notes and tweaking existing ideas. I'm trying not to go overboard in my enthusiasm, but I'm very pleased with this purchase. As a matter of fact, I buy all my books via Amazon at [...] and this was my first time in over 30 books that I felt I NEEDED the print version as a reference guide.
As you dig in you'll find pretty immediately that the book is well written and in my case, also very well read. The chapters and ideas move along quite rapidly. Just wait until you get into the middle, say chapters 6 through 9, some real meat in there for idea generation.
Since this is my first review, I'd like to offer a link to my linked in page here, so that you can see that I am not a shill for Mr. Jantsch, but simply a satisfied customer.
The book goes into great detail in helping you understand what exactly a quality referral is and how to get them. One takeaway form this book for me was what he calls the Ideal Customer Lifecycle which is the key to customer referrals. There are seven steps in this lifecycle, Know, Like, Trust, Try, Buy, Repeat, Refer. Once you and your employees understand this you should generate referrals like clockwork. This is the main idea but he also discusses how to use social media and how to train your salespeople and employees so they understand your referral strategy.
There are many more concepts and ideas discussed in this book all geared around getting people to talk about you. I would recommend this book to anyone that wants to learn how to generate a steady stream of qualified referrals.