The Referral Engine Buchzusammenfassung - das Wichtigste aus The Referral Engine

Einleitung anhören

00:00

Zusammenfassung von The Referral Engine

Name: The Referral Engine
Rating: 4.4 (42 reviews)
Author: John Jantsch

John Jantsch

Teaching Your Business to Market Itself

4.4 (42 Bewertungen)

22 Min.

Themen

Unternehmertum Strategie Marketing

Inhaltsübersicht

The Referral Engine
in 9 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 9

What’s in it for me? Learn the six foundational elements of a referral engine.

Is your business struggling to grow? Do you see other companies rapidly attaining success as their loyal customers spread their brand, story and product all over the internet and the world?

Well, the difference is in referrals. Referrals are recommendations for your company made by customers or partners to new prospective customers. They’re essential to any in-depth marketing strategy and can make all the difference between a floundering start-up and the next big thing.

To make your company “referral worthy,” six aspects are essential. Combined, they make up what’s known as a “referral engine,” an unstoppable referral machine that will propel your company to success. In these blinks, we cover what they are and how you can apply them to your business.

You’ll also learn

why getting more customers isn’t always a good thing;
why you shouldn’t be afraid of giving away too much; and
how you can collaborate with other businesses to your mutual benefit.

Humans are hardwired to share information they trust, an impulse you can use to your business’s advantage.

So, you want people to refer your company to others. Well, you can make that goal a reality by tapping into the psychological impulse that compels humans to make recommendations of any kind.

The social nature of humanity means people want to make referrals as a means of earning recognition. This makes perfect sense when you consider that, within tribal societies, maintaining good social standing was a precondition for survival. After all, failing to make people like and value you could mean rejection from the tribe and near-certain death.

As a result, a deep desire for social validation is hardwired into our brains. In fact, the quest for validation from others is so deep within us that it’s controlled by the same part of the brain that’s responsible for primitive functions like hunger, sleep and sex drive.

To benefit from this impulse to earn social validation, your business should only present relevant and useful information. For instance, telling another tribe member about a good fishing spot during a time of famine would naturally earn the referrer a good deal of respect.

But how do you make your business referral worthy? By showing that it can be trusted to provide a stellar solution or experience.

This is a vital step because making referrals always carries with it the risk of losing credibility if what is being referred fails to deliver. As a result, people rarely refer businesses they don’t trust.

To make matters more complicated, building trust is a long-term game, requiring commitment and consistency. Take Scott Ginsberg, an author and speaker on the art of approachability, for example. He has worn a name tag every single day for over eight years.

Naturally, this grabs the attention of others in public, who often approach him. More importantly, however, this commitment to standing out has earned him the trust of others as a true expert on approachability.

Referrals come from standing out and following your purpose.

Why might a customer refer you? It’s an essential question that your referral strategy must address.

To find your answer, you have to offer something different that people will talk about, or identify a way that you already do.

Find your ideal customers and cater to them.

You may think that getting more customers is always a good thing, but the truth is a bit more complicated. Having the right kind of customers will increase the positive experiences your clients have, thereby producing buzz for your business.

In other words, not all customers are a match for your business, but you can identify which ones are by creating a profile of your ideal one. Just think of a current customer who brings you the most profit and referrals.

Offering valuable content and gathering customer testimonials will provide the foundation for your marketing approach.

Now that you’ve set yourself apart from the pack, how can you start creating valuable content that your customers will learn and benefit from?

One way is to write a five- to 20-page educational white paper based on the core principles of your business. This document can serve as your go-to educational tool for all prospects and partners.

Leverage online ads, PR and speaking engagements to spread your content.

In marketing, exposure is the name of the game. Here are a few useful exposure tools to put into practice:

First, take advantage of the powerful targeting opportunities afforded by online advertising. While lots of people believe online advertising has low conversion rates, this misses the point; your goal in using such tools is to direct traffic to your value-giving content. In the end, it’s your quality content that will turn interested visitors into customers.

Successful referral-based marketing combines in-person and online tactics.

Marketing has evolved dramatically over time, and in the modern world, businesses tend to fall into two different marketing categories: those that focus on online marketing and deliver a wealth of content, and more traditional businesses that focus on in-person interactions, in which the customer benefits from a greater sense of connection and community.

However, true success means combining these approaches. The synthesis of online marketing with in-person conversations will forge a powerful trust-building synergy that’s vital to any marketing effort. For instance, after you meet a prospective client, you could contact her on LinkedIn, passing along one of your relevant educational blog posts.

Facilitate customer network referrals through a systematic referral process.

The previous blinks have given you some great tools for collecting referrals, but it’s also important that you make it as easy as possible for customers to refer you when they are inclined to do so.

A good start for this is to give every new client a customer bill of rights. This document is akin to an owner’s manual, like the one that comes with a new power tool; its purpose is to make sure customers know what their rights are and what they can expect from the relationship with your business.

Build a strategic partner network with businesses that share your target market.

By now you know how crucial customer referrals are. However, another group holds the potential for even more expansive reach: partners. These are businesses with a common ideal customer and reaching out to them is vital.

You can start by listing the high-quality companies you trust and would happily recommend to your own referral stars. It’s good to start with businesses you personally know and use.

Make a plan to receive referrals and thank those who make them.

Now that you have your referral strategy laid out, you need a plan for actually receiving those referrals.

The first step is to decide on the best time for asking customers to make a referral. This is usually when key customers express how impressed they are with your offering.

Du möchtest die gesamte Zusammenfassung von The Referral Engine sehen?

Kernaussagen in The Referral Engine

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in The Referral Engine?

The Referral Engine (2010) is a practical guide to developing an in-depth referral-based marketing strategy for your business. These blinks explain why referrals are so powerful before taking you through a step-by-step process to build the referral machine that your company wants and needs.

Bestes Zitat aus The Referral Engine

Your employees probably treat your customers about the same way you treat your employees.

—John Jantsch

Wer The Referral Engine lesen sollte

Entrepreneurs and business owners
Marketers at all levels of the company hierarchy
Readers interested in actionable referral marketing strategies

Über den Autor

John Jantsch is a marketing expert who shares his expertise as a consultant, speaker and author. His other books include Duct Tape Marketing and The Commitment Engine.

Kategorien mit The Referral Engine

Marketing & Vertrieb Unternehmertum

Ähnlich wie The Referral Engine

Ultimate Guide to Local Business Marketing

Perry Marshall and Talor Zamir

How to master local online marketing

Own Your Morning. Elevate Your Life.

22 min

4.5

Neuromarketing

Patrick Renvoisé & Christophe Morin

Understanding the “Buy Buttons” in Your Customer’s Brain

What to Say to Get Your Way

17 min

4.6

Never Split the Difference (New Version)

Chris Voss and Tahl Raz

Negotiating As If Your Life Depended On It

How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal

A CEO's Journey from Founder to Leader

The True Teachings of Bruce Lee

The Origins and Healing of Attention Deficit Disorder

How Little Things Can Make a Big Difference

13 min

4.3

The Ultimate Sales Machine

Chet Holmes

Turbocharge Your Business with Relentless Focus on 12 Key Strategies

27 min

4.1

The Four Agreements

Don Miguel Ruiz and Janet Mills

A Practical Guide to Personal Freedom. A Toltec Wisdom Book

A Common Sense Guide to the Economy

20 min

4.5

Excellent Advice for Living

Kevin Kelly

Wisdom I Wish I'd Known Earlier

Using Flow, Synchronization, and Leveling Assessment to Measure and Strengthen Operational Performance

Five Steps to the Sex, Salary and Success You Want

19 min

4.3

The Everyday Hero Manifesto

Robin Sharma

Activate Your Positivity, Maximize Your Productivity, Serve The World

Winning the Heart of the Woman of Your Dreams

A Simple Book for Smart People

The Science and Secrets Behind 7 Words That Motivate, Engage, and Influence

The Art of Changing Hearts, Minds, and Actions

25 min

4.4

The 21 Irrefutable Laws of Leadership

John C. Maxwell

Follow Them and People Will Follow You

The Art of Debating, Persuading, and Public Speaking

How to Bridge the Distance Between Business Strategy and Design

15 min

4.4

The Square and the Tower

Niall Ferguson

Networks and Power, from the Freemasons to Facebook

The Simple Strategy You Need to Expand Your Network and Increase Your Influence

16 min

4.3

Thank You for Arguing

Jay Heinrichs

What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

The Theory of Multiple Intelligences

The Science of Conversation

25 min

4.2

If I Understood You, Would I Have This Look On My Face?

Alan Alda

My Adventures in the Art and Science of Relating and Communicating

12 min

3.9

7 Strategies for Wealth & Happiness

Jim Rohn

Power Ideas from America's Foremost Business Philosopher

20 min

4.4

Leadership Strategy and Tactics

Transform Your Life, Work, and Confidence with Everyday Courage

13 min

4.3

Building Your Business the Right-Brain Way

Jennifer Lee

Sustainable Success for the Creative Entrepreneur

18 min

4.3

The ONE Thing

Gary Keller and Jay Papasan

The surprisingly simple truth behind extraordinary results

18 min

4.6

The Silent Language of Leaders

Carol Kinsey Goman

How Body Language Can Help – or Hurt – How You Lead

How a Few Companies Make It...and Why the Rest Don’t (Mastering the Rockefeller Habits 2.0)

How Looking Backward Moves us Forward

Transform Your Business by Being Remarkable

20 Go-To Principles to Help You Market Like a Marketer

21 min

4.4

The Road to Character

David Brooks

Learn how to make yourself whole

12 min

3.8

Every Job Is a Sales Job

Cindy McGovern

How to Use the Art of Selling to Win at Work

Thoughts on finding common ground and advancing the common good

25 min

4.6

Content Rules

Ann Handley & C.C. Chapman

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

The New Psychology of Success

Master Your Mind and Defy the Odds

The Universal Laws of Growth, Innovation, Sustainability and the Pace of Life in Organisms, Cities, Economies and Companies

23 min

4.0

12 Months to $1 Million

Ryan Daniel Moran

How to Pick a Winning Product, Build a Real Business, and Become a Seven-Figure Entrepreneur

18 min

4.0

Idea to Execution

Ari Meisel and Nick Sonnenberg

How to Optimize, Automate and Outsource Everything in Your Business

And Other Secrets to Success, One Relationship at a Time

21 min

4.4

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.