WHAT CLIENTS LOVE from Hachette UK & US at the Book Checkout

WHAT CLIENTS LOVE
WHAT CLIENTS LOVE
Subtitle:
A Field Guide to Growing Your Business
Book Category:
Business & Economics > General
Author:
Beckwith, Harry
Binding:
Paperback
ISBN 13:
9780446556026
Price:
USD 14.99
Publication Year:
2010

Publisher Info

Hachette UK & US.

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Book Description

In What Clients Love, marketing maven Harry Beckwith offers valuable lessons about capturing and keeping clients. (As Beckwith puts it, "Competence gets firms into the game that relationships win.") Using snappy examples from Absolut Vodka, Kinko's, Starbucks, and Ian Schrager's boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwith's strategies for coping with information overload focus on getting to the point--using a shorter sell and fewer superlatives. He makes a clever and convincing case for giving both testimonials and blurbs the death penalty. He details the decline of client trust with a plan to eliminate cold calls, dress for success, and a spot-on critique of PowerPoint ("Lincoln had no slides at Gettysburg.") Other chapters explore the limits of the Internet and offer nongimmicky ideas about creating a brand, including 20 questions for choosing a name for your business.

 

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