Thought I would feature this one on its own – it has been heartily recommended by Seth Godin. Its premise is that it is the power and influence of referrals that will drive your business. It’s on loan at the present – but can be reserved.
The referral engine : teaching your business to market itself / John Jantsch.
“Author Jantsch, a marketing and digital technology coach and social media publisher, knows referrals are powerful tools for ensuring business success and shares what he knows in this book. The secret, he says, is in understanding and establishing the “Customer Referral Cycle,” which he describes as Know, Like, Trust, Try, Buy, Repeat, and Refer. He also advises businesses to talk to their customers not at them, ensure that the sales staff supports the referral strategy, and to educate customers regarding their role in the referral cycle. It’s smart, straightforward writing with a very clear message. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)” (Syndetics summary)