Dan S. Kennedy - No B.S. Guide to Maximum Referrals and Customer Retention: The Ultimate No Holds Barred Plan to Securing New Customers and Maximum Profits

Retention and referrals are a key component of our profits and continued growth and the strategies and techniques contained in No B.S. Guide to Maximum Referrals and Customer Retention made a huge impact on our bottom line. If you depend on the continued and repeat business of your current clients to survive, thrive and profit, then this book is a must read book.

TRAVIS LEE, OWNER OF 3D MAIL RESULTS

Everyone says that referrals are the life-blood of any business but very few people teach how to get referrals on a consistent basis. Shaun and Dan have nailed it in this book. If you can follow simple step-by-step instructions you can put an automatic referral machine in place in your business and reap the rewards for years to come. Get this book and more importantly, implement it. It can change your business life forever.

DAVE DEE, CHIEF MARKETING STRATEGIST OF GKIC

Dan Kennedy and Shaun Buck prove beyond question that multiplying your best customers or clients is the secret to finding new riches in your business. Dan and Shaun lay out a cost-effective, easy-to-follow system for creating evangelists. Written for both retailers and providers of professional services, this book is a must read for us small business owners.

BEN GLASS, OWNER AND ATTORNEY AT BENGLASSLAW AND GREAT LEGAL MARKETING

This book is the answer to those who seek new business wealth from smart systematized work and predictable income. I have personally benefitted from Shauns genius because it played a vital role in the selling of my last business for over $10 million.

WALTER BERGERON, SERIAL ENTREPRENEUR AND BESTSELLING AUTHOR

We all know that its easier and more profitable to keep the customers you have than to get new ones. This book shows you the real-world formulas to actually doing that in your business and is a must-read for anyone who wants to escape the new customer grind.

CHARLEY MANN, CMO OF GREAT LEGAL MARKETING

Shaun Buck and his team create customized newsletters that engage, build relationships, and form an iron fence around your client/customer/patient base. They provide a format to increase referrals as well as introduce new services all of which drives additional revenue without the additional cost of acquiring new clients. We recommend all our entrepreneurial attorney members use a client newsletter and we direct everyone to Shaun and his team.

RICHARD JAMES, PRESIDENT OF AUTOMATED BUSINESS RESULTS, LLC

The hundreds of membership programs Ive consulted with in the last 20 years have proven there is no better way to create business growth, stability, and certainty than by improving retention. Shaun Buck and Dan Kennedy reveal an excellent step-by-step action plan any business can follow to maximize the value of every new customer through larger transaction sizes, repeat business and increased referrals.

ROBERT SKROB, PRESIDENT OF ASSOCIATION MARKETING, INC.

Any business serious about growing not only its revenue, but its bottom line, should read this book. Dan Kennedy and Shaun Buck detail not only how to retain customers but how to grow their sales in the most profitable way possible. This is a must-read for any goal-driven business owner.

KIM WALSH-PHILLIPS, CEO OF ELITE DIGITAL GROUP AND AUTHOR OF NO B.S. GUIDE TO DIRECT RESPONSE SOCIAL MEDIA MARKETING

Shaun and Dan have gone far beyond generic referral techniques and mechanics about customer/client retention. Referral based marketing, especially through newsletters and properly structured ascension strategies, is the least expensive way to not only acquire new customers but to also keep them for a long time.

MICHAEL ROZBRUCH, CPA AND FOUNDER OF MICHAEL ROZBRUCHS TAX & BUSINESS SOLUTIONS ACADEMYTM

Publisher: Entrepreneur Press

Cover Design: Andrew Welyczko

Production and Composition: Eliot House Productions

2016 by Entrepreneur Media, Inc.

All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc.

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Library of Congress Cataloging-in-Publication Data

Names: Kennedy, Dan S., 1954- author. | Buck, Shaun.

Title: No B.S. guide to maximum referrals and customer retention: the ultimate no holds barred plan to securing new customers and maximum profits/by Dan S. Kennedy and Shaun Buck.

Description: Irvine, California : Entrepreneur Press, [2016] | Series: No B.S.

Identifiers: LCCN 2015044075 | ISBN 978-161308-334-5

Subjects: LCSH: Business referrals. | Customer relations. | Marketing. |BISAC: BUSINESS & ECONOMICS/Customer Relations.

Classification: LCC HF5438.25 .K47277 2016 | DDC 658.8/12dc23

LC record available at http://lccn.loc.gov/2015044075

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Table of Contents

Contents

by Dan Kennedy

Y ou are smarter than the average bear in the woods!

Congratulations.

Most business owners foolishly focus morning, noon, and night onnew customers. The people captaining Americas big, dumb corporations are the biggest fools about this, but small-business owners who cant afford the luxury are often just as guilty. Here, quickly, are the sins...

Key word: invest. While spending untoldand often unknownsums on pursuing new customers, dollars poured into advertising, marketing, exhibiting at shows, producing videos, running deeply discounted promotional offers for first time customers only, business operators get the shakes at the thought of investing money in the customers theyve already acquired and are doing business with. In order to achieve maximum retention and referrals, you will have to change your investing priorities!

Few customers depart abruptly. Those are obvious, typically over an unresolved complaint or dispute. Most gradually lose interest and wander off. They show signs, but business owners dont bother to read or respond to them. In Chapter 16, we discuss the Alarm System needed to catch customers before they become lost to you.

Incredibly, most business owners just accept their lossesas normal, as inevitable, or as beyond their control, blaming cheaper competitors or even blaming the customers for lack of appreciation and loyalty. Some customer loss is unavoidable. They move away, they die, their brother-in-law gets in the business. But most lost customers have the potential to be rescued. Chapter 16 describes a Rescue System.

Referrals are expected and taken for granted. A lot of this is due to the disease of our time: entitlement. It is rotting our society. Referrals are also viewed by most business owners as unmanageable, as random acts by customers. The idea of organizing a system around referrals seems like trying to get backyard fireflies to fly in formation. But, by the time you have finished this book, you will have all the makings of your own Customer Multiplier System.