{"product_id":"the-referral-engine-isbn-9781591844426","title":"The Referral Engine","description":"\u003cp\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cb\u003eThe small business guru behind \u003ci\u003eDuct Tape Marketing\u003c\/i\u003e shares his most valuable lesson: how to get your customers to do your best marketing for you. \u003c\/b\u003e \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: \u003cbr\u003e\u003cbr\u003e -\u003cb\u003eTalk with your customers, not at them.\u003c\/b\u003e 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. \u003cbr\u003e\u003cbr\u003e -\u003cb\u003eThe sales team is the most important part of your marketing team.\u003c\/b\u003e 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. \u003cbr\u003e\u003cbr\u003e -\u003cb\u003eEducate your customers.\u003c\/b\u003e Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. \u003cbr\u003e\u003cbr\u003e The secret to generating referrals lies in understanding the \"Customer Referral Cycle\"-the  way customers refer others to your company who, in turn, generate even more referrals. 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. \u003cbr\u003e\u003cbr\u003e This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.\"A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves.\"\u003cbr\u003e-Publishers Weekly\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\"Frankly, I had no idea how John was going to top Duct Tape Marketing. The book is a classic. But with \u003ci\u003eThe Referral Engine\u003c\/i\u003e,  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.\" \u003cbr\u003e-Chris Brogan, coauthor of Trust Agents\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\"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.\" \u003cbr\u003e-Seth Godin, author of Linchpin\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\"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.\" \u003cbr\u003e-Tony Hsieh, CEO, Zappos.com\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\"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.\" \u003cbr\u003e-Guy Kawasaki, cofounder of Alltop\u003cb\u003eJohn Jantsch\u003c\/b\u003e is a marketing consultant, speaker, and the acclaimed author of \u003ci\u003eDuct Tape Marketing\u003c\/i\u003e, \u003ci\u003eThe Commitment Engine,\u003c\/i\u003e and \u003ci\u003eThe Referral Engine\u003c\/i\u003e. He is the founder of the Duct Tape Marketing Consultant Network. He lives in Kansas City.","brand":"Portfolio","offers":[{"title":"Default Title","offer_id":46299888877797,"sku":"NP9781591844426","price":24.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781591844426.jpg?v=1767741200","url":"https:\/\/k12savings.com\/es\/products\/the-referral-engine-isbn-9781591844426","provider":"K12savings","version":"1.0","type":"link"}