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Contents

INTRODUCTION

What to Expect in this Book and How to Best Profit by It by Dan Kennedy

#1: Reluctance to Invest in Retention

#2: No Alarm System for Customers About to Be Lost

#3: No Rescue System for Lost Customers

#4: No Customer Multiplier System

Confession of an Ad Man: A Few Words about Sticky Glue and Solid Foundations

How to End INCOME UNCERTAINTY

CHAPTER 1

NOT Running with the Pack by Shaun Buck

They Can Take Their Jobs and Shove ’Em!

CHAPTER 2

Math Class by Dan Kennedy

CHAPTER 3

The 5% Solution by Shaun Buck

5% Matters—More Than Most Think

Truth through Numbers

Tilting Odds In Your Favor

CHAPTER 4

Across the Rubicon by Dan Kennedy

CHAPTER 5

In Search of Your Unique Advantage by Keith Lee

When the Cat’s Away

Expectations and Possibilities

Your Customers Need to Know Your Customer Service Expectations

Again . . . I LOVE COMPLAINTS!

What Business Are You In?

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

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No B.S. Guide to Maximum Referrals and Customer Retention

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