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A Must Read For Small Business Owners: The Referral Engine

By John Joyce on May 14, 2010 - Comments 1

A Must Read For Small Business:  The Referral Engine

I was fortunate enough to receive an advance copy of The Referral Engine from John Jantch and I have to say that this is one of the best small business marketing books I have ever read. For those of you who don’t know John, he’s a marketing and digital technology coach, award winning social media publisher and author Duct Tape Marketing.

This book is equal parts human behavior, marketing insight and phenomenally relevant stories from real people who have successfully built their own referral engine around their business. It actually kicks off with a quick physiology lesson illustrating how our hypothalamus registers “pleasure in doing good and being recognized for it”. Let that soak in a bit. Human beings are conditioned to refer their favorite businesses to others because it makes them feel good.

With that in mind, John takes us on a journey of discovery that empowers small business owners to understand how they can build a systematic process to harness peoples’ innate need to make referrals. Some key quotes are as follows:

  • “Repetition consistency and authenticity build trust and are the foundational tools of the referral trade.”
  • “Commitment to a remarkable difference demonstrates that yours is not a gimmick.”
  • Establish a “give-to-get mentality”.
  • “Expect Referrals”

The referral mindset isn’t just a necessity of your sales and marketing efforts – it should span the entire organization from management to customer service.  It’s also something that can spread exponentially by empowering prospects, partners and customers alike, so make it easy for people to to make referrals.

This book gives every small business owner a blueprint for 1) developing your referral engine strategy, 2) mapping your referral mindset across your organization and 3) implementing the tactical components that make up a successful referral system.  The rich marketing content coupled with stories from hundreds of interviews John conducted with some of the coolest and most successful companies make this an absolute must-read for every small business owner.

* The Amazon link to the book in this post is an affiliate link.


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