"Industry leader Dan S. Kennedy and marketing guru Shaun Buck dare business owners, practitioners, and marketers to invest in and practice customer referral and retention strategies that drive results and keep customers coming back for the long term"--, "Millionaire maker Dan S. Kennedy has joined with marketing guru Shaun Buck to help business owners, private practice professionals, and professional marketers start making dollars and cents of their customer referral and retention practices. Daring readers to stop accepting the cold call culture, Kennedy and Buck urge readers to adopt new best practices when it comes to cultivating and keeping customers. Illustrated by case studies and examples, this No B.S. guide delivers practical strategies for applying the same direct-response marketing rules Kennedy has himself found effective in all other mediums. The guide covers how to stop being a wimp and make the switch from a passive referral status quo into an active referral network, how to become a lead magnet by focusing on the needs of ideal prospects (not the product or service), and the process of creating a self-propagating network made up of customers who create introductions to their networks"--