Episode 1 of FreshBooks “Build Your Business” Fall Teleseminar Series
Generate Referrals for Your Business (55 mins 30 secs)[audio:http://www.freshbooks.com/podcasts/FreshBooks-Teleseminar-John-Jantsch-2006-09-14.mp3]
Listen using the MP3 player above or download the podcast here.
The first of our Fall teleseminar series last week was John Jantsch, author of “Referral Flood” and twice voted best small business blogger by Forbes Magazine. John has practical and proven advice about how to build your business by getting people to refer you to others. John has joined Michael once before and we were delighted to have him back.
Here are some notes and timelines from our call with John:
(0:29) – About John’s Duct Tape Marketing blog network.
(02:55) – Podcasts are being listened to in cars.
(05:55) – Overview of what John’s going to talk about:
- The rules of referral marketing
- Creative referral offers/strategies
- Strategic partnerships
(06:49) – People generally forget to think about how to build their business via referrals.
(08:30) – Rule of referral marketing: If you’re not getting any referrals, you’ve probably got another problem.
(09:20) – Rule: Establish a referral mindset.
(10:14) – You are doing your customers and friends a disservice by not making it easy to refer your business.
(13:03) – Rule: Make referrals an expectation when doing business.
(15:16) – It’s important to set the expectation of referrals at the start of your relationships.
(16:35) – Rule: Target your referral sources
(18:53) – Rule: Educate your referral sources; strategic partners as referral sources
(20:40) – The 3 big components of educating your referrals.
(23:00) – Rule: Invite participation from clients & strategic partners to understand what incentives motivate them.
(28:00) – Rule: Make it easy for people to refer you.
(30:17) – Rule: Be ready to pounce on moments of truth by having the mindset that you’re always looking for opportunities.
(31:55) Rule: Follow up is crucial – acknowledge your referral sources’ efforts.
(34:36) – If I was an independent, say PR, consultant, how much time each week I should put towards building/implementing a referral strategy?
(35:44) – Rule: Make time for marketing; establish a habit.
(38:38) – From FreshBooks user: What kind of carrots should we give to referrers? Money, services in kind, something else?
(41:15) – Being creative is a referral strategy; do something creative that forces people to talk about you.
(43:15) – From FreshBooks user: When asking for a customer reference testimonial to put on your web site, is it important to get a signed copy or is an email okay?
(45:40) – Referral strategy: “Will work for referrals” – for people who are in a new industry/town.
(48:40) Referral strategy: Partner with non-profit or charitable organizations.
Links from Teleseminar:
John’s web site: Duct Tape Marketing
John’s book: Referral Flood
Book recommendation mentioned by John (targeted towards small businesses, solo operators):
Getting Things Done: The Art of Stress-Free Productivity, by David Allen
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