No B.S. Guide to Maximum Referrals and Customer Retention. Dan S. KennedyЧитать онлайн книгу.
Odds In Your Favor
CHAPTER 4
Across the Rubicon by Dan Kennedy
CHAPTER 5
In Search of Your Unique Advantage by Keith Lee
Expectations and Possibilities
Your Customers Need to Know Your Customer Service Expectations
Again . . . I LOVE COMPLAINTS!
Should YOU be in the Business of Making Customers Happy?
CHAPTER 6
Three-Step Customer Retention Formula by Shaun Buck
CHAPTER 7
The Trouble with the Goldfish from Kmart by Dan Kennedy
CHAPTER 8
The Number-One Best Retention Strategy by Dan Kennedy
Why Do Members Ascend?
CHAPTER 9
Oh, Him Again (No Referrals for You!) by Shaun Buck
A Step Back in Time
How We Make Decisions Today, about Staying or Going, about Telling Others about a Business We Patronize
The Power of Trust
How Do You Get People to Know, Like, and Trust You, So They Want to Be and Stay in a Relationship with You?
In Business, You Build a Relationship in Exactly the Same Way
CHAPTER 10
Secrets of a Relationship Marketing Machine by Parthiv Shah
My Personal Story and Its Lessons
Three Ways to Encourage More Referrals from Customers and from Centers of Influence
Marketing Technology for Referral Marketing
Shock and Awe, VIP Packets, and Big Bear
CHAPTER 11
How to Engineer Your Business or Sales Career to Provide You with a Steady Stream of Referrals and Testimonials by Craig Proctor
1. Referral Cards
2. Referral for a Worthy Cause
3. Referral Newsletter
CHAPTER 12
Endless Chains by Dan Kennedy
How to Take What They Won’t Give
CHAPTER 13
The Big Event: Events for More Referrals by Dr. Dustin S. Burleson
How to Get Customers to Fetch and Bring Referrals Like a Well-Trained Dog Fetches Your Slippers or Newspaper
Demonstrate Your Work
Use Other People’s Events to Get More Referrals: The Artist Who Became Every Company’s Number-One Event Attraction
CHAPTER 14
Is There a Secret to Maximum Referrals? by Shaun Buck
You Can’t Get Referrals from Customers You Don’t Have
Everyone, Bring a Friend
Everyone Wants Referrals, But No One Has a System to Get Them
What a Common Referral “System” Looks Like
Give First, Then Receive: The Best Way to Get More Referrals
Dollars and Cents of Referral Marketing
A Lot of Referrals from a Customer, Fast
Family, Friends, and Neighbors
Business to Consumer
Association to Members
“Shaun, This Sounds Like WORK”
CHAPTER 15
Thinking WAY Outside the Box, to Put Your Referral Growth on High Speed by Susie Nelson
Referral Marketing on Steroids
Multiple Purposes
A “Case History” and Some Tricks of the Trade
CHAPTER 16
Seven Ways to Grow Each Customer’s Value and Have More Power in the Marketplace by Dan Kennedy
#1: Increase Transaction Size
#2: Increase Transaction Frequency
#3: Decrease Randomness or Division of Spending
#4: Increase Retention—STOP LOSSES IN THEIR TRACKS!
#5: Increase Profits from Each Customer
#6: Recover Lost Customers
#7: Referrals
Conveyed Expectations
CHAPTER 17
The End Is the Beginning, and There’s No Time to Wait or Waste by Shaun Buck
About the Authors
In the No B.S. Series, Published by Entrepreneur Press
Other Books by Dan Kennedy
Other Books Contributed to by Dan Kennedy
About Shaun Buck and The Newsletter Pro
Index
Free Gift Offer
What to Expect in this Book and How to Best Profit by It
by Dan Kennedy
You are smarter than the average bear in the woods!
Congratulations.
Most business owners foolishly focus morning, noon, and night on—new customers. The people captaining America’s big, dumb corporations are the biggest fools about this, but small-business owners who can’t afford the luxury are often just as guilty. Here, quickly, are the sins . . .
#1: Reluctance to Invest in Retention
Key word: invest. While spending untold—and often unknown—sums on pursuing new customers, dollars poured into advertising, marketing, exhibiting at shows, producing videos, running deeply discounted promotional offers “for first