What if - instead of relying on expensive paid ad campaigns and direct sales, your business thrived on referrals from happy customers?

That’s the promise of a book I read a few months ago that profoundly changed my business – The Referral Engine.

Customer service has always been important for my company Expand2Web. But reading this book made me realize something very important. Although we were getting referrals from our customers naturally, we weren’t really leveraging our heavy – and expensive – investment in customer service.

We weren’t setting expectations about referrals early in the sales process, we weren’t making it easy for people to refer us to others, and we weren’t ASKING for referrals, even though most of our customers are happy to give them!

The Referral Engine gave us a structure to leverage that investment in customer service and provide more value to our customers at the same time.

Following one of the exercises in the book, we mapped out every customer interaction to see how we could offer a truly exceptional experience, and build it in a way that customer referrals would flow naturally.

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