REVIEW: "On the recommendation of" John Jantsch. How to make the customer of your company advertising agents

Marketers are increasingly aware that the time of effective advertising inexorably expires. There was even the term "banner blindness" - the name for the new abilities of our brain on a subconscious level to ignore advertising as offline and online. But sundresses marketing will never die, and John Jantsch promises to learn to use it to the fullest.

John Jantsch

the brand owner of Duct Tape Marketing and founder of applied marketing system. A recognized expert in the field of small business marketing. More than 12 years of experience in counseling small business owners and independent professionals. Keeps a blog and podcast marketing.

I - a marketer without a diploma - have already written a review of the book "Marketing without a diploma"Which turned out to be quite clear, but powerful statement. At this time I offered write a review of a book about marketing sundresses, I was interested not only because she had the same author, but also because this book again corresponds to the realities of my life.

It so happens that I have been doing marketing for a company that for 11 years did not know no problem with customers, in addition to difficulty to serve all comers. In this case, such a success was based only on word of mouth. So I was interested in the experience of another person, I wanted to get an understanding of what had been done intuitively.

A satisfied customer is not necessarily recommended for clients

I think every marketer knows that no marketing tricks will not make a person recommend wawith avoim relatives and friends, if not satisfied with your products or services. No one will risk the trust.

But also admiring the client will not necessarily recommend you to other people. Therefore, John Jantsch from the first pages configures the reader not just to create exciting products and services, but also to establish marketing system aimed at obtaining recommendations.

Systems approach

As in the book "Marketing without a diploma," John Jantsch offers us a system, rather than individual isolated tips, although they will not be lacking. Even more: "On the recommendation" will present us not only a systemic approach to the use of word of mouth, and a new and improved way of doing business.

From the book you will learn how to make your customers and partners not only actively and voluntarily participate in your marketing campaign, but also made it so that their families, friends, neighbors, colleagues and friends formed a positive opinion about your products and services.

At the same time, however, as always, John Jantsch for his sincere and honest marketing, free from manipulation of consciousness and the like quackery.

In the traditional business models of marketers tend to prey on customers. They do this through advertising, presentations, exhibitions and networking... Instead of ambush in the bushes, in the hunt for the beast, you light a candle, illuminating the many ways to you. Nobody likes when he arranges a snare and drive like a wild beast.

John Jantsch, "On the recommendation of"

Your referral culture

It is clear that to translate into reality the above pattern it is necessary not just to change or add tools and marketing processes. The most important thing - to change the thinking and the creation of a special culture for the unique features of your business.

In the book you will find a set of basic strategies, high- and low-tech tools to attract customers and find their ideal referral methodology culture. In addition, the book contains many specific tactical techniques to create effective system suitable for you. After a referral system should be unique and designed to suit your needs.

And step by step again

Like "Marketing without a diploma", the book "On the recommendation of" very similar to the step by step instructions. If the topic of word of mouth is good, you are good, you can deepen their knowledge, or even find a new vision.

But if you are a beginner, you definitely vote serialization advice and action. The author does not spill on your head all the knowledge. John Jantsch - marketing practices and therefore its book to the bone practical. So, you do not have to wrestle with how and in what sequence to use the acquired knowledge.

You will start with the ideal customer research and their main differences, but at the same time rethink every business process in terms of the chosen strategy. In the end, carefully summarized the experience of customers, partners and employees, you will create a culture to attract referees.

And what could be more valuable to the business in an age of distrust advertising and loud statements, nor a recommendation, based on trust? This approach will allow to skip several steps in the path of potential customers to the enthusiastic recommenders.

One day, on Tuesday morning, the phone rang. At the other end of the wire worried potential client wanted to know when you can come and start working on his project. He learned about you, it seems, from Chuck, who said that you just saved his life. "Oh yeah, and you take a card payment?"

Hopefully, once you encounter this type of "sales". It would be great, is not it? This is another advantage of the business, based on the recommendations: when a potential customer heard about us from a happy buyer, the deal and the discussion prices are unlikely to be last long.

John Jantsch, "On the recommendation of"

"On the recommendation of" John Jantsch

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