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January 13, 2005
E-Book Review: Referral Flood
[Update:] I keep referring this book to people who ask about referrals, incenting for referrals, and building a referral system. I also highly recommend Creating Customer Evangelists as required reading in this space!
John Jantsch's book Referral Flood: How to Create a Flood of Business Without Spending One Dime on Advertising, is the best of both worlds of business books where there's significant supporting material to state the case of how you can build your business with a robust referral system, with enough tangible case studies, next actions, and ideas to keep any business owner busy for months.
Admittedly, many of us who've worked with or in small business are familiar with the value of referrals and do what we can do promote referrals from our current customers. And that's where it ends. We don't have a system, we don't have focus, and we don't track our efforts. That's where Referral Flood comes in.
By reading John's book & following the systems & protocols herein, the worst result you'll end up with is a consistent system by which to promote and track referral business to ensure that you can at least stay in business. The rest is up to you.
John's book is broken out into the following key areas:
1. The concept of referral marketing.
As much as we all think we know about referrals, there are some who really don't fully understand the power of the concept, when to ask for referrals, and how you can be sure that your efforts are working. The first part of the book sets the stage for what referral marketing is all about and how to lay the groundwork for a system.
2. Everything you wanted to know about referral marketing...
How many types of referrals are there? Where in the business relationship cycle do I ask for referrals? These and other questions are answered in the second section of the book, during which I would recommend you keep a note pad handy and you start writing your own ideas on how you can get your own referral marketing plan going.
3. Building your system.
Learning from those that have gone before, John has assembled a plethora of ideas and case study examples of how you can structure your referral marketing program. Using the step-by-step principles, along with the tools and examples included in the appendix, you can virtually create and begin to execute a sound referral marketing plan in a day's time. Follow the system & reap the benefits.
I highly recommend reading John Jantsch's Referral Flood. I only read the e-book, which I recommend without seeing the accessory items, but the entire program includes a 118 page workbook/manual with 4 hours of audio CD training and example tools, letters, postcards, templates and forms.
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