The Referral Engine

  • by John Jantsch
  • Narrated by John Jantsch
  • 6 hrs and 49 mins
  • Unabridged Audiobook

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.


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Customer Reviews

Most Helpful

A misleading Title results in a hidden gem

I've seen this book so many times and thought of purchasing it in print form. I've read so many books on network marketing and thought this book was another. I was hooked to this book, it was nothing as I expected. It gave me great business ideas, and shines a whole new light on working for referrals. I would recommend this book to any small business owner looking for creative ways to gain business through referrals.

Loved it.
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- Dean

Purple cow on steroids

This is probably the most beneficial marketing book I have read so far. If you have read Purple Cow, this book takes that concept further and focuses on real techniques on how to get people to refer you business.
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- Richard

Book Details

  • Release Date: 05-25-2010
  • Publisher: Gildan Media, LLC