At first glance, it may seem odd to post a review of The Referral Engine, a marketing book on a leadership website. However, most of our readers are leadership coaches and consultants. So when John Jantsch offered me an advance copy, I realized that the contents of his new release would be beneficial for all of us. Many small business owners are scared to ask for a referral, and yet, as Jantsch explains, “Human beings are physiologically wired to make referrals. That’s why so many businesses can grow and thrive by tapping this business-building strategy alone.”
Jantsch lays down a step-by-step method that is less of a marketing plan and more of a business plan for building a business that is optimally positioned to generate referrals. In one of the more valuable sections, Jantsch explains how referral engine businesses make the “Four C’s” (content, context, connection and community) an integral part of their product or service. For those who keep a blog, these elements are also an integral part of building a unique website. The book is full of helpful insights on how to build a business worth referring, and has just as many examples of real-life companies using Jantsch’s insights.
David – thanks for the nice review of The Referral Engine.
I love that you conclude it’s as much a business planning book as a marketing planning book. I did not start with that in mind, but as I interviewed referable companies that’s what kept coming up – this is a total business mindset and the finance and shipping departments can kill referrals as surely as the sales department.
Always been a fan of John Jantsch. The first book of his that I read, Duct Tape Marketing, was a practical guide to a big marketing universe and came at an excellent time in my life. After I clear the wall of books currently next to my bed I hope to add this to the stack. Cheers to John and David for continuing to create remarkable content.
David,
Agree with you on John’s 4 C’s. From my experience, it’s your blog that’s “pistons” that fire the 4 C’s and run The Referral Engine.
Totally agree John… the referral mindset must flow through the entire business.
Agreed. It affects more than your marketing.
This is really SO very helpful, thanks for making this information available to everyone. I have been searching for a solution to the exact problem for the longest time!