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The referral engine : teaching your business to market itself

Author: John Jantsch
Publisher: New York : Portfolio, 2010.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Details

Document Type: Book
All Authors / Contributors: John Jantsch
ISBN: 9781591843115 1591843111
OCLC Number: 466335762
Notes: Includes index.
Description: 243 pages ; 24 cm
Contents: The realities of referral --
The qualities of referral --
The path to referral --
The referral system view --
Your authentic strategy --
Content as marketing driver --
Convergence strategies --
Your customer network --
The strategic partner network --
Ready to receive --
Referral-specific campaigns --
Snack-sized suggestions --
Workshop.
Responsibility: John Jantsch.

Abstract:

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. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: a) 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. b) 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. c) Educate your customers. -- Jacket.

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