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 from the author himself, so have a look at his slidedecks also...

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The Referral Engine

  1. 1. TheReferral engine<br />Teaching Your Business<br />To Market Itself by John Jantsch<br />
  2. 2. The realities of referral<br />#1 People make referrals because they need to<br /><ul><li> we rate and refer as a form of survival
  3. 3. we refer to connect with other people
  4. 4. we refer to build our own form of social currency</li></li></ul><li>The realities of referral<br />#2 All business involves risk<br />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<br />
  5. 5. The realities of referral<br />#3 nobody talks about boring businesses<br />“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..”<br />- Seth Godin<br />
  6. 6. The realities of referral<br />#4 consistency builds trust<br />Repetition, consistency, and authenticity build trust and are the foundational tools of the referral trade.<br />
  7. 7. The realities of referral<br />#5 marketing is a system<br />Referral generation is a set of processes within the overall marketing system.<br />
  8. 8. Definitionofmarketing<br />“Marketing is used to identify the customer, satisfy the customer, and keep the customer”<br />know like trust<br />Digital interactivity is now at the center of marketing.<br />
  9. 9. 4psvs.4Cs<br />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. <br />In the age of the customer, the 4 Cs are the keys to business success: <br />Content, Context, Connection, Community<br />
  10. 10. 4psvs.4CsCOntent<br />Authentic content that educates or is otherwise seen as valuable to the consumer is the new currency of marketing.<br />
  11. 11. 4psvs.4Cscontext<br />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.<br />
  12. 12. 4psvs.4CsConnection<br />The more connected we become through technology, the more we long for real connections involving live human interactions.<br />By using technology to allow prospects to connect when and where they choose, they allow people to connect more deeply when and wherethey choose.<br />
  13. 13. 4psvs.4Cscommunity<br />In the wired world, community is free to form aroundshared ideas, common interests, and strategic relationships unbound by distance.<br />
  14. 14. The Funnelis broken<br />“When it comes to lead and referral generation, customer experience is the new black”<br />
  15. 15. Themarketinghourglass<br />Know<br /><ul><li>Who and how
  16. 16. Ads
  17. 17. Referrals</li></ul>Like<br /><ul><li>Web site/blog
  18. 18. Reception
  19. 19. Newsletter</li></ul>Trust<br /><ul><li>Search
  20. 20. Expert content
  21. 21. Sales presentation</li></ul>Try<br /><ul><li>Webinar
  22. 22. Evaluation
  23. 23. Nurturing</li></ul>Buy<br /><ul><li>Service team
  24. 24. New customer kit
  25. 25. Finance/delivery</li></ul>Repeat<br /><ul><li>Post project survey
  26. 26. Cross selling
  27. 27. Quarterly events</li></ul>Refer<br /><ul><li>Results reviews
  28. 28. Partner intros
  29. 29. Peer2peer events</li></li></ul><li>Themarketinghourglass<br />Filling the gaps – <br />product and process <br />questions<br />Know<br /><ul><li>Who and how
  30. 30. Ads
  31. 31. Referrals</li></ul>Like<br /><ul><li>Web site/blog
  32. 32. Reception
  33. 33. Newsletter</li></ul>Trust<br /><ul><li>Search
  34. 34. Expert content
  35. 35. Sales presentation</li></ul>Try<br /><ul><li>Webinar
  36. 36. Evaluation
  37. 37. Nurturing</li></ul>Buy<br /><ul><li>Service team
  38. 38. New customer kit
  39. 39. Finance/delivery</li></ul>Repeat<br /><ul><li>Post project survey
  40. 40. Cross selling
  41. 41. Quarterly events</li></ul>Refer<br /><ul><li>Results reviews
  42. 42. Partner intros
  43. 43. Peer2peer events</li></li></ul><li>The referralenginesystem<br /><ul><li>Authentic strategy
  44. 44. Content that builds trust
  45. 45. Content that educates
  46. 46. Customer community
  47. 47. Partner community
  48. 48. Execution
  49. 49. Follow up</li></li></ul><li>Authenticstrategy<br /><ul><li>Ideal customer
  50. 50. Core talkable difference
  51. 51. Supporting elements
  52. 52. Culture to match
  53. 53. Expectation</li></li></ul><li>Customerinterviews<br /><ul><li>Why did you choose us?
  54. 54. Why did you stay with us?
  55. 55. Why do you refer us?
  56. 56. What do we do that is unique?
  57. 57. What would you Google?</li></li></ul><li>Contentthat buildstrust<br /><ul><li>Educational
  58. 58. Social Media
  59. 59. SEO
  60. 60. Reviews
  61. 61. Testimonials</li></li></ul><li>Contentthateducates<br /><ul><li>White papers
  62. 62. Webinars
  63. 63. FAQs
  64. 64. Success stories
  65. 65. Perfect intro</li></li></ul><li>Customercommunity<br /><ul><li>Champions
  66. 66. Education
  67. 67. Offers
  68. 68. Tools
  69. 69. Community</li></li></ul><li>Partnercommunity<br /><ul><li>Frame of mind
  70. 70. Identify
  71. 71. Recruit
  72. 72. Activate
  73. 73. Platform</li></li></ul><li>Execution<br /><ul><li>Collection
  74. 74. Results review
  75. 75. Moments of truth</li></li></ul><li>Follow up<br /><ul><li>A lead, now what?
  76. 76. Customers
  77. 77. Partners
  78. 78. Measure</li></li></ul><li>IF YOU DECIDE TO FORGET EVERYTHING<br />please remember these 6 things<br />
  79. 79. recap<br />Your strategy action plan<br />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.<br />1<br />
  80. 80. recap<br />Your content action plan<br />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.<br />2<br />
  81. 81. recap<br />Your convergence action plan<br />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.<br />3<br />
  82. 82. recap<br />Your direct customer network plan<br />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)<br />4<br />
  83. 83. recap<br />Your indirect partner network plan<br />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.<br />5<br />
  84. 84. recap<br />Your ready-to-receive action plan<br />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.<br />6<br />
  85. 85. Thank you!<br />Question and feedback?<br /> send me an e-mail at<br /> or find me on twitter at @jcvangent<br />Read more from me at<br /><br />