John Jantsch

El poder de la publicidad tradicional ha decrecido, lo que realmente mueve los negocios hoy en día es el boca-oreja. La gente confía en las recomendaciones de un amigo, un colega, un profesor o una celebridad.Muchos piensan que no pueden hacer nada por promover las referencias interpersonales, pero el autor de este exitoso libro nos muestra una serie de practicas tecnicas que permiten aprovechar el poder de las referencias para conseguir nuevos clientes.El secreto consiste basicamente en entender las razones por las cuales los consumidores recomiendan determinados productos o servicios. Las empresas pueden asegurar que se produzca un ciclo de recomendaciones eficiente mantenido a todos sus clientes contentos y con algo para decir respecto a sus productos o servicios.

La idea tradicional en las empresas es que la gente de marketing posee el mensaje del producto, mientras que los vendedores poseen las relaciones con los clientes. Sin embargo, muchas de las áreas en las cuales los vendedores actuales encuentran obstaculos, han sido previamente campo de los especialistas de marketing.John Jantsch promueve el cambio en esta relacion y dice que los vendedores ya no se pueden encargar solo de cerrar las ventas, sino que los mejores vendedores hoy en dia tienen que atraer, enseñar, convertir, servir y medir, a la vez que desarrollan una marca personal que muestre confianza y conocimiento.A las herramientas de ventas deben añadirle las herramientas de marketing de la empresa ya que hoy en dia ambos departamento no solo deben apoyarse mutuamente, sino que deben retroalimentarse. Los vendedores deben actuar y pensar en terminos de marketing para poder entender a sus clientes.

.Autor best seller en EEUU, del que publicamos Activa el boca oreja..Un libro que une las ventas con el marketing.La idea tradicional en las empresas es que la gente de marketing posee el mensaje del producto, mientras que los vendedores poseen las relaciones con los clientes. Sin embargo, muchas de las areas en las cuales los vendedores actuales encuentran obstaculos, han sido previamente campo de los especialistas de marketing.John Jantsch promueve el cambio en esta relacion y dice que los vendedores ya no se pueden encargar solo de cerrar las ventas, sino que los mejores vendedores hoy en dia tienen que atraer, enseñar, convertir, servir y medir, a la vez que desarrollan una marca personal que muestre confianza y conocimiento.A las herramientas de ventas deben añadirle las herramientas de marketing de la empresa ya que hoy en dia ambos departamento no solo deben apoyarse mutuamente, sino que deben retroalimentarse. Los vendedores deben actuar y pensar en terminos de marketing para poder entender a sus clientes.

Why are some companies able to generate committed, long-term customers while others struggle to stay afloat? Why do the employees of some organizations fully dedicate themselves while others punch the clock without enthusiasm? By studying the ins and outs of companies that enjoy extraordinary loyalty from customers and employees, John Jantsch reveals the systematic path to discovering and generating genuine commitment. Jantschs approach is built on three foundational planks, which he calls the clarity path, the culture patron, and the customer promise. He draws on his own experiences and shares true stories from businesses like Threadless, Evernote, and Warby Parker. His strategies include these: Build your company around a purpose. People commit to companies and stories that have a simple, straightforward purpose. Understand that culture equals brand. Build your business as a brand that employees and customers will support. Lead by telling great stories. You cant attract the right people or get them to commit without telling a story about why you do what you do. Treat your staff as your customer. A healthy customer community is the natural result of a healthy internal culture. Serve customers you respect. Its hard to have an authentic relationship with people you dont know, like, or trust. As Jantsch says, "Have you ever encountered a business where everything felt effortless? The experience was perfect, and the products, people, and brand worked together gracefully. You made an odd request; it was greeted with a smile. You went to try a new feature; it was right where it should be. You walked in, sat down, and felt right at home. . . . Businesses that run so smoothly as to seem self-managed arent normal. In fact, they are terribly counterintuitive, but terribly simple as it turns out." As a follow-up to The Referral Engine, this is about more than just establishing leads- its about building a fully alive business that attracts customers for life.

Many of the areas that salespeople struggle with these days have long been the domain of marketers, according to bestselling author John Jantsch. The traditional business model dictates that marketers own the message while sellers own the relationships. But now, Jantsch flips the usual sales approach on its head.Its no longer enough to view a salespersons job as closing. Todays superstars must attract, teach, convert, serve, and measure while developing a personal brand that stands for trust and expertise.In Duct Tape Selling, Jantsch shows how to tackle a changing sales environment, whether youre an individual or charged with leading a sales team. You will learn to think like a marketer as you: Create an expert platform Become an authority in your field Mine networks to create critical relationships within your company and among your clients Build and utilize your Sales Hourglass Finish the sale and stay connected Make referrals an automatic part of your process As Jantsch writes: Most people already know that the days of knocking on doors and hard-selling are over. But as I travel around the world speaking to groups of business owners, marketers, and sales professionals, the number one question Im asked is, What do we do now?Ive written this book specifically to answer that question. At the heart of it, marketing and sales have become activities that no longer simply support each other so much as feed off of each others activity. Sales professionals must think and act like marketers in order to completely reframe their role in the mind of the customer.

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people cant help recommending products and services to their friends-its an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantschs strategies include: -Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening. -The sales team is the most important part of your marketing team. Salespeople are the companys main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical. -Educate your customers. Referrals are only helpful if theyre given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.