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The Referral Engine (Paperback)
Loot Price: R417
Discovery Miles 4 170
You Save: R99
(19%)
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The Referral Engine (Paperback)
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List price R516
Loot Price R417
Discovery Miles 4 170
You Save R99 (19%)
Expected to ship within 9 - 15 working days
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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. 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. -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. -Educate your customers. Referrals are only helpful if
they're given to the right people. Educate your customers about
whom they should be talking to. 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.
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