What Clients Love: A Field Guide to Growing Your Business

What Clients Love: A Field Guide to Growing Your Business

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, Kinkoâ€™s, Starbucks, and Ian Schragerâ€™s boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwithâ€™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.
Beckwithâ€™s advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from televisionâ€™s Sex and the City to nihilistic philosopher Nietzsche. Yet the bookâ€™s clarity is sometimes undermined by its too clever formatting. It's best to enjoy its wisdom one chapter at a time, over coffee. Consider it the caffeine in your cup. --Barbara Mackoff
Country USA
Brand Grand Central Publishing
Manufacturer Business Plus
Binding Paperback
ItemPartNumber black & white illustrations
ReleaseDate 2010-06-10
UnitCount 1
EANs 9780446556026

Country	USA
Brand	Grand Central Publishing
Manufacturer	Business Plus
Binding	Paperback
ItemPartNumber	black & white illustrations
ReleaseDate	2010-06-10
UnitCount	1
EANs	9780446556026

What Clients Love: A Field Guide to Growing Your Business

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