Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: * Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. * Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. * Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.
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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.
Beckwith’s advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from television’s Sex and the City to nihilistic philosopher Nietzsche. Yet the book’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 MackoffAbout the Author:
Harry Beckwith is a frequent guest lecturer for many national corporations, including ABC, Inc., BellSouth Corporation, Norwest Corporation, and Marsh & McLennan Companies, Inc., among others. He lives in Minneapolis, Minnesota.
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Book Description Business Plus, 2003. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Readers will learn how to pinpoint a company's position, define a brand and manage it so that it has full and overwhelming impact, and harness the changes that keep one's clients not only happy, but thrilled and grateful. Beckwith reveals the four significant social changes that shape and accomplish what clients really love and need. Bookseller Inventory # ABE_book_new_0446527556
Book Description Warner Books, New York, NY, 2003. Hardcover. Book Condition: New. Dust Jacket Condition: New. 12mo - over 6¾ - 7¾" tall. New; clean and tight and square, text is clean and unmarked; DJ has no tears, creases or chips, cover very slightly rubbed from normal shelf wear. Bookseller Inventory # 401658
Book Description Business Plus, 2003. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0446527556
Book Description Warner Books, New York, 2003. Hard Cover. Book Condition: New. Dust Jacket Condition: New. 8vo - over 7¾" - 9¾" tall. This Second Printing is in New condition with a New, unclipped dust jacket. (Click on photo.) The book is an excellent source of ideas for anyone interested in growing and promoting his own business. The author's "Fourteen Principles of Planning" are alone worth the price. The book is bound in green paper-covered boards with die-stamped metallic red spine titles. The book measures 5 1/4 by 7 3/4 inches and includes 282 pages. Bookseller Inventory # 001775
Book Description Business Plus, 2003. Hardcover. Book Condition: New. book. Bookseller Inventory # 0446527556
Book Description Business Plus, 2003. Hardcover. Book Condition: New. Bookseller Inventory # P110446527556