PDF-The Referral Engine Teaching Your Business to Market Itself

The small business guru behind Duct Tape Marketing shares his most valuable lesson how to get your customers to do your best marketing for youThe power of glitzy advertising and elaborate marketing campaigns is on the wane word ofmouth 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 companyMost business owners believe that whether customers refer them is entirely out of their hands But science shows that people cant help recommending products and services to their friends its an instinct wired deep in the brain And smart businesses can tap into that hardwired desireMarketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers Some of Jantschs strategies includeTalk 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 beforebut the key is listeningThe sales team is the most important part of your marketing team Salespeople are the companys main link to customers who are the main source of referrals Getting them on board with your referral strategy is criticalEducate your customers Referrals are only helpful if theyre given to the right people Educate your customers about whom they should be talking toThe secret to generating referrals lies in understanding the quotCustomer Referral Cyclequot 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 welloiled machine. 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