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TheReferral engine,[object Object],Teaching Your Business,[object Object],To Market Itself by John Jantsch,[object Object]
The realities of referral,[object Object],#1 People make referrals because they need to,[object Object],[object Object]
 we refer to connect with other people
 we refer to build our own form of social currency,[object Object]
The realities of referral,[object Object],#3 nobody talks about boring businesses,[object Object],“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..”,[object Object],- Seth Godin,[object Object]
The realities of referral,[object Object],#4 consistency builds trust,[object Object],Repetition, consistency, and authenticity build trust and are the foundational tools of the referral trade.,[object Object]
The realities of referral,[object Object],#5 marketing is a system,[object Object],Referral generation is a set of processes within the overall marketing system.,[object Object]
Definitionofmarketing,[object Object],“Marketing is used to identify the customer, satisfy the customer, and keep the customer”,[object Object],know      like     trust,[object Object],Digital interactivity is now at the center of marketing.,[object Object]
4psvs.4Cs,[object Object],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. ,[object Object],In the age of the customer, the 4 Cs are the keys to business success: ,[object Object],Content, Context, Connection, Community,[object Object]
4psvs.4CsCOntent,[object Object],Authentic content that educates or is otherwise seen as valuable to the consumer is the new currency of marketing.,[object Object]
4psvs.4Cscontext,[object Object],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.,[object Object]
4psvs.4CsConnection,[object Object],The more connected we become through technology, the more we long for real connections involving live human interactions.,[object Object],By using technology to allow prospects to connect when and where they choose, they allow people to connect more deeply when and wherethey choose.,[object Object]
4psvs.4Cscommunity,[object Object],In the wired world, community is free to form aroundshared ideas, common interests, and strategic relationships unbound by distance.,[object Object]
The Funnelis broken,[object Object],“When it comes to lead and referral generation, customer experience is the new black”,[object Object]
Themarketinghourglass,[object Object],Know,[object Object],[object Object]
Ads
ReferralsLike,[object Object],[object Object]
Reception
NewsletterTrust,[object Object],[object Object]
Expert content
Sales presentationTry,[object Object],[object Object]
Evaluation
NurturingBuy,[object Object],[object Object]
New customer kit
Finance/deliveryRepeat,[object Object],[object Object]
Cross selling
Quarterly eventsRefer,[object Object],[object Object]
Partner intros
Peer2peer events,[object Object]
Ads
ReferralsLike,[object Object],[object Object]
Reception

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The Referral Engine