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... http://www.slideshare.net/ducttape

1. TheReferral engine Teaching Your Business To Market Itself by John Jantsch

3. we refer to connect with other people

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”

16. Ads

18. Reception

20. Expert content

22. Evaluation

24. New customer kit

26. Cross selling

28. Partner intros

30. Ads

32. Reception

34. Expert content

36. Evaluation

38. New customer kit

40. Cross selling

42. Partner intros

44. Content that builds trust

45. Content that educates

46. Customer community

47. Partner community

48. Execution

50. Core talkable difference

51. Supporting elements

52. Culture to match

54. Why did you stay with us?

55. Why do you refer us?

56. What do we do that is unique?

58. Social Media

59. SEO

60. Reviews

62. Webinars

63. FAQs

64. Success stories

66. Education

67. Offers

68. Tools

70. Identify

71. Recruit

72. Activate

74. Results review

76. Customers

77. Partners

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/