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

By Dan S. Kennedy & Shaun Buck

*A Book Review*

by Michael C. Gray

© 2016 by Michael C. Gray

Most businesses and salespeople leave their sales job half complete. They leave referrals to chance, believing they are entitled to them if customers are happy with the goods and services they receive. With customers' busy lives, the business won't be in the front of their minds unless the business takes action to remind them of what they have to offer.

In this new addition to Dan Kennedy's series of business marketing books, Dan Kennedy and Shaun Buck explain how to systemize the process of encouraging customers to refer their friends and family members to your business.

Dan Kennedy is well known as a marketing guru and copywriter for entrepreneurial businesses. Shaun Buck's business is The Newsletter Pro - providing newsletters for businesses to continuously build and maintain their relationships with customers and prospective customers.

Businesses that are really successful in encouraging customers to refer other customers can literally double in sales each year assuming they keep their current customers and the average customer makes one referral that agrees to become a new customer.

Referred leads are the most valuable kind you can get because there is already some trust and acceptance of the referred company, making it highly likely the referred lead will become a customer. Also referred customers are more likely to refer other customers, building an "endless chain" of business.

Part of the process of encouraging referrals is to provide tools to your customers, including scripts of how to introduce your company. It's also important to remind your customers that referrals are expected. One way to do this is to express appreciation in newsletters for referrals received. Another is to send thank you notes with thank you gifts or other rewards when referrals are received.

Another subject of this book is customer retention. The purpose of a sale is to get a customer to whom you can provide more goods and services, hopefully as a "customer for life." Getting new customers is expensive, so it's well worth an investment of time and money to keep the customers you already have.

A favorite chapter is a contribution by Susie Nelson, who tells how almost any business can use a "party plan" to build a big customer base in a few months, starting with only three friends or relatives.

Kennedy's "No B.S." books represent a great bargain of practical business-building ideas. No B.S. Guide To Maximum Referrals & Customer Retention is a valuable addition to your business library of steps to implement for effectively building a successful business.

Buy it on Amazon: No B.S. Guide to Maximum Referrals and Customer Retention: The Ultimate No Holds Barred Plan to Securing New Customers and Maximum Profits.

For our new reviews of business and self-improvement books, subscribe to our newsletter, Michael Gray, CPA's Tax & Business Insight!

There are a few books of basic wisdom that endure for generations. George S. Clason's book, The Richest Man In Babylon, is one of them.


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Michael Gray, CPA
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