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The Referral Engine

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Teaching your business to market itself based on the book, This is a bookreview in slides about the Referral Engine from best selling author John Jantsch. Lot's of inspiration from this slides came …

Teaching your business to market itself based on the book, This is a bookreview in slides about the Referral Engine from best selling author John Jantsch. Lot's of inspiration from this slides came from the author himself, so have a look at his slidedecks also...

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  • 1. TheReferral engine
    Teaching Your Business
    To Market Itself by John Jantsch
  • 2. The realities of referral
    #1 People make referrals because they need to
    • we rate and refer as a form of survival
    • 3. we refer to connect with other people
    • 4. we refer to build our own form of social currency
  • The realities of referral
    #2 All business involves risk
    When we make a referral, we are putting the trust we have established with the recipient on loan to the person or company being referred
  • 5. The realities of referral
    #3 nobody talks about boring businesses
    “If the marketplace isn’t talking about you, there’s a reason. The reason is that you’re boring. And you’re probably boring on purpose. You have boring pricing because that’s safer. You have boring products because that’s what the market wants..”
    - Seth Godin
  • 6. The realities of referral
    #4 consistency builds trust
    Repetition, consistency, and authenticity build trust and are the foundational tools of the referral trade.
  • 7. The realities of referral
    #5 marketing is a system
    Referral generation is a set of processes within the overall marketing system.
  • 8. Definitionofmarketing
    “Marketing is used to identify the customer, satisfy the customer, and keep the customer”
    know like trust
    Digital interactivity is now at the center of marketing.
  • 9. 4psvs.4Cs
    The age of the 4 Ps of marketing – calling for businesses to create products, test out pricing models, and place and promote them – has given way to the age of the customer.
    In the age of the customer, the 4 Cs are the keys to business success:
    Content, Context, Connection, Community
  • 10. 4psvs.4CsCOntent
    Authentic content that educates or is otherwise seen as valuable to the consumer is the new currency of marketing.
  • 11. 4psvs.4Cscontext
    Creating products that do less but do it elegantly. Narrowing our ideal customer focus. Condensing advice from reams of relevant data into snack-size digests.
  • 12. 4psvs.4CsConnection
    The more connected we become through technology, the more we long for real connections involving live human interactions.
    By using technology to allow prospects to connect when and where they choose, they allow people to connect more deeply when and wherethey choose.
  • 13. 4psvs.4Cscommunity
    In the wired world, community is free to form aroundshared ideas, common interests, and strategic relationships unbound by distance.
  • 14. The Funnelis broken
    “When it comes to lead and referral generation, customer experience is the new black”
  • 15. Themarketinghourglass
    Know
    Like
    Trust
    Try
    Buy
    • Service team
    • 24. New customer kit
    • 25. Finance/delivery
    Repeat
    • Post project survey
    • 26. Cross selling
    • 27. Quarterly events
    Refer
    • Results reviews
    • 28. Partner intros
    • 29. Peer2peer events
  • Themarketinghourglass
    Filling the gaps –
    product and process
    questions
    Know
    Like
    Trust
    Try
    Buy
    • Service team
    • 38. New customer kit
    • 39. Finance/delivery
    Repeat
    • Post project survey
    • 40. Cross selling
    • 41. Quarterly events
    Refer
    • Results reviews
    • 42. Partner intros
    • 43. Peer2peer events
  • The referralenginesystem
  • Authenticstrategy
    • Ideal customer
    • 50. Core talkable difference
    • 51. Supporting elements
    • 52. Culture to match
    • 53. Expectation
  • Customerinterviews
    • Why did you choose us?
    • 54. Why did you stay with us?
    • 55. Why do you refer us?
    • 56. What do we do that is unique?
    • 57. What would you Google?
  • Contentthat buildstrust
  • Contentthateducates
  • Customercommunity
  • Partnercommunity
  • Execution
    • Collection
    • 74. Results review
    • 75. Moments of truth
  • Follow up
  • IF YOU DECIDE TO FORGET EVERYTHING
    please remember these 6 things
  • 79. recap
    Your strategy action plan
    Create a business strategy with the vibrancy to energize your staff, attract more of your ideal customers, deepen customer engagement, and solidify your own commitment to a business that feeds your sense of purpose.
    1
  • 80. recap
    Your content action plan
    Think in terms of being found instead of finding. Create a total web presence for your business and then create spokes, online and off-line, that lead people to your hub.
    2
  • 81. recap
    Your convergence action plan
    Effective convergence relies on the creation of a primary hub of content, generally your company web site, combined with spokes of content that open up pathways of awareness into every corner or your prospect’s world – both online and off-line.
    3
  • 82. recap
    Your direct customer network plan
    Your marketing, sales, content, and service must all converge in a systematic fashion to move your customers through the lifecycle (know, like, trust, try, buy, repeat, and refer)
    4
  • 83. recap
    Your indirect partner network plan
    A group of business owners who share your description of an ideal customer. A happy customer might know three or four ideal referrals, but a large, indirect network partner may have the trust of several hundred.
    5
  • 84. recap
    Your ready-to-receive action plan
    How could referring your business make your client’s life better? That’s the proper way to think about referrals. Do that, and you will never be afraid to ask a client again.
    6
  • 85. Thank you!
    Question and feedback?
    send me an e-mail at hans@zerocontent.nl
    or find me on twitter at @jcvangent
    Read more from me at
    http://jcvangent.me/

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