Download The Referral Engine: Teaching Your Business to Market Itself AudioBook Free

The small business master behind "Duct Tape Marketing" stocks his most effective lesson: how to get your visitors to do your very best marketing for you.
The energy of glitzy advertising and complex marketing promotions is on the wane; word- of-mouth recommendations are what drive business today. People trust the recommendation of a friend, relative, colleague, or even stranger with similar likes over anything thrust at them by way of a faceless company.
Most business owners assume that whether customers send them is completely out with their hands. But technology shows that folks can't help suggesting products and services to their friends-it's an instinct wired deep in the mind. And smart businesses can tap into that hardwired desire.
Marketing expert John Jantsch offers functional approaches for harnessing the power of recommendations to ensure a steady flow of new customers. Keep those customers happy, and they'll send your business to even more customers. A few of Jantsch's strategies include:
-Chat with your visitors, not at them. Thanks to interpersonal networking sites, companies of any size have the opportunity to build relationships their customers on their home turf as never before-but the key is listening.
-The sales force is the most crucial part of your marketing team. Salespeople are the company's main connect to customers, who are the main source of recommendations. Getting them on board with your referral strategy is critical.
-Educate your customers. Recommendations are just helpful if they're given to the right people. Educate your visitors about whom they must be talking to.
The trick to generating recommendations is based on understanding the "Customer Referral Cycle"-the way customers send others to your small business who, in turn, generate even more recommendations. Businesses can ensure a healthy referral circuit by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Do it again, and Refer. If everyone in an organization will keep this sequence in mind, Jantsch argues, your business will create referrals such as a well-oiled machine.
This functional, smart, and original guide is essential reading for just about any company looking to grow without a fat marketing budget.

Category: Advertising

Details

Publisher	Gildan Media, LLC
Language	English
ISBN
DATE	2010-05
Author	John Jantsch

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