This interview is part of our Expert Advice series, where CEO's, CMO's and best selling authors share their expertise.
John Jantsch, of Duct Tape Marketing fame, is one of the top experts in small business marketing. He recently took a few minutes to speak with me about his new book, The Referral Engine.
1. What motivated you to write The Referral Engine?
Probably the biggest reason was to try to figure out why so few firms actively sought referrals even though most agreed it was a great marketing strategy.
2. Have you always made use of referral generation in your business? Has this changed since writing the book?
Sure, I’ve always taught and practiced this, but I think the thing that’s changed the most since doing the work to write this book is a renewed emphasis on customer experience as a referral generator.
3. Can you explain TIHWDIH?
The letters stand for “This is how we do it here.” It a call to urge companies to create and document their successful practices and then stick to them even when clients think they want a different approach. First, this allows you to get really good at delivering a result, but more than that, you’re clients don’t always know what they need, but unless you demonstrate that you do, they’ll make you jump through hoops to do your work.
4. Are the systems that you discuss in The Referral Engine able to be executed by small business owners, or will they require professional assistance to be effective?
Everything I talk about in this book can be executed by the smallest of businesses. The question will always be, particularly as it relates to the most tactical steps, whether executing them without help is the best use of your resources. Many business owners are better off meeting with clients then setting up a blog.
5. In Convergence Strategies (Chapter 7) you offer an excellent set communication tools. How do you recommend that a small business decide where to start?
Start by listening first. Find out where your customers are online and what social networks they participate in and then you can determine your overall online and offline fusing approach.
6. In the book, you detail an overview of your social media system (pages 144-145). Do you feel that this system is a good representation of what other business users should also be doing? How much time do you invest per week into the maintenance of your social accounts?
In theory yes, in practice it’s probably more than the typical business user should be doing because social media participation is a revenue channel for my business. The idea of a routine though is the real lesson. Create ways to participate that don’t suck away your day.
7. You talk about how creating a Referral Engine takes time to see results. Applying your recommendations, in what time frame could a business owner expect to see initial results?
Sure, some results will come from simply reading the book and shifting your mindset about deserving referrals, but if you take this message to heart and work at it daily you’ll see major shifts in 90 days of so.
8. In The Strategic Partner Network (Chapter 9) you recommend Make-A-Referral Monday (hashtag: #marmon) on Twitter, where users can refer clients, colleagues, vendors and friends to their followers. Have you been able to track this? And if so, how has it been received thus far?
I really put it out there for others to use as they wish. I don’t really intend to own the idea, but sure I can easily see people doing this pretty enthusiastically.
9. What do you hope your readers will take away, and put into practice?
Probably the first thing is the need to focus on creating a business that’s more referable before focusing on getting more referrals.
10. What are you reading now? And what's next for you?
Every summer I pick a few non business books and reread them. I’m getting through Zen and Art of Motorcycle Maintenance, Walden and The Secret Life of Plants before I do much business reading. I’m fascinated right now with the idea of what gets someone to commit to pull out their wallet and spend money when all this free stuff is out there.
