People have a wonderful, seemingly innate desire to help others. If I asked you today to recommend a couple of restaurants near your office, what would you say? First, you'd think about the restaurants you've been to and the quality of each based on their menu, price, service, quality of food, etc. Then, you'd tell me your top 2 or 3 great restaurant options, right? Now think of how frequently we get recommendations we didn't ask for - someone tells us about a great sale, book, play, movie, gadget, electronic, etc. We are constantly (and usually subconsciously) announcing our favorite things to others. As a matter of fact, it's been common-place for so long that Julie Andrews devoted a whole song to telling us about "a few of her favorite things" in 1965 (scroll down to listen!).
On the flip side, if I asked for your help in choosing a local restaurant that means I trust your opinion on the subject and feel confident you will steer me in the right direction. People trust, and are more likely to follow, the guidance and recommendations of a friend, colleague, mentor, or even a stranger (ever been swayed by a product review?) over the boastings of an unfamiliar company.
In The Referral Engine, marketing expert John Jantsch addresses the power of referral marketing and how you can tap into your customers' innate desire to help others by recommending your product/service. Mr. Jantsch (whom I don't know well enough to call 'John' - and by well enough, I mean at all), once again, proves his marketing expertise by offering practical tips and techniques we can easily use to create loyal customers that will happily refer quality leads to our company.
As he states in The Referral Engine, "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, Refer."
The Referral Engine is scheduled to go on sale May 13th.
Pre-order it through Amazon.com today!
P.S. Just so you know... at KSC, we appreciate referrals and have made it a goal to let our clients know it. If you have found value in working with us and/or enjoy our blogs, please let someone else know. Thank you!
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You have to admire Julie Andrews' passion...