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

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

       Free Gift Offer

       INTRODUCTION

       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