About John Jantsch
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| John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide (foreword by Michael Gerber, author of The E-Myth) published by Thomas Nelson - due out in the fall of 2006
He is the creator of the Duct Tape Marketing small business marketing system and Duct Tape Marketing Authorized Coach Network.
His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa. |
Recent Article:
The 7 Stages of a Referral Generation
- For more on John Jantsch visit www.ducttapemarketing.com
Referrals happen, thank goodness, but for too many, they happen randomly, almost accidentally.
One of the keys to tapping the systematic generation of referrals is to identify and address the customer touch points that add up to lead a customer to the logical and emotional decision that your organization is referable.
I say this often, but it’s worth repeating - every person, place and thing in your business that comes into contact with a prospect or a customer is performing a marketing function. Your organization’s referability is being decided by the sum total of those contacts.
It’s so important to figure out the critical stages involved in developing a customer and then fill the gaps in every contact - by fill I mean, make sure that every contact is a marketing contact - and that includes things like delivery, customer service, even billing.
The 7 Stages and logical touch points along this customer referral life cycle look something like this.
1. Know - Your ads, article, and referred leads 2. Like - Your web site, reception, and email newsletter 3. Trust - Your marketing kit, white papers, and sales presentations 4. Trial - Webinars, evaluations, and nurturing activities 5. Core - Fulfillment, new customer kit, delivery, and financial arrangements 6. Repeat - Post customer survey, cross sell presentations, and quarterly events 7. Refer - Results reviews, partner introductions, peer 2 peer webinars, and community building I suggest creating a diagram consisting of the stages above and mapping out every touch point you have or should have before you ever start dreaming about a world flooded with referrals.
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