|
What Clients Love: A Field Guide to Growing Your Business (精装)
by Harry Beckwith
| Category:
Business, Marketing |
| Market price: ¥ 238.00
MSL price:
¥ 198.00
[ Shop incentives ]
|
| Stock:
In Stock |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Written in no bull, no fluff style, this book is short, easy, and to the point. A valuable addition to a manager’s library. |
| If you want us to help you with the right titles you're looking for, or to make reading recommendations based on your needs, please contact our consultants. |
|
| |
AllReviews |
1 Total 1 pages 7 items |
|
|
Michael Gordon (MSL quote), USA
<2007-01-08 00:00>
This is another incredible contribution to the literature on marketing of service-oriented companies. Beckwith provides anecdotal accounts of what marketing techniques work; for instance, he talks about how he has helped to name certain companies that are descriptive, are memorable, and are not full of cliches. His account of Nike's rise to fame through the use of celebrity characters is also an intriguing account of the need for someone we can trust to help share our services. Beckwith's main point is that services are not like products. With services, we have to develop trust and believe in the person. Beckwith provides the techniques - such as providing some slightly negative, but truthful, information about yourself that will help to gather integrity. People like someone who has integrity and is believable.
Another very important principle of Beckwith's is that when you are selling a service, you are really building a relationship with your clients. If you appear to be focused on money or work in a truly impersonal basis, the clients will notice. There is a lot of psychology in this book. Almost every page is about "feelings" of one sort or another, which is necessary because people do not follow rigid rules of conduct. Instead, people often make decissions on irrational feelings, which, if one reads Harry Beckwith's book, they will be ready. And they will deliver exceptional services.
|
|
|
Dave Kinnear (MSL quote), USA
<2007-01-08 00:00>
This great little volume was recommended to my by a client who, on recommendation, said that if I really wanted to know about her philosophy on marketing and building her business, this book would provide the answer. Well, if she indeed does practice what's in this volume, she will have a great company soon.
Beckwith's book is easy to read, full of great ideas and has excellent examples from successful and not so successful companies that we all know. He explains why every thing we do is really a service. Even if we have a product to sell. And we come to see why every service needs to be improved if we are to build great companies. He explores how unusual names get you noticed and remembered. And more importantly for us today, he explains why the market is inexorably moving to the rise of invisibles and intangibles (services not material products).
There are a great number of suggestions that will stick with the alert ready. Suggestions such as; "Edit your message until everyone understands it," or "Cut all the fat. Then ask: Does the muscle that remains have power?" All in all, this has been a very useful and instructive read. While not everything was new, there certainly was a new view of the challenges facing our businesses today.
|
|
|
Nishimoto (MSL quote), USA
<2007-01-08 00:00>
What do Clients want? Clients want comfort. Clients pay for what they love. Stop listening and start looking because action is all that matters; learn what the client prefers through his actions. Comfort comes from having access to an expert, who offers something different and simple and communications the idea with clarity and simplity with a strong respect for the client's time and privacy and anonymity. Experts communicate complex information simply and learn to the information convey in a method which the client can understand; experts are careful what they sell; experts don't use adjectives or adverbs to convey message impact, instead they use proper nouns and qualitative nouns too communicate proof of their ideas (no clich s, no superlative). Experts personalize the information by using "You" or "Your" in the message know client pay more attention to personalized information.
Experts know the first few seconds make a lasting impact; experts master the welcome; experts remember names; client opinions do not change over time, so make sure the first seconds have a desired impact. Experts follow-up with 24 hours and within 5 days of a proposal with a client knowing the attention communicates they care to the client.
Advertising makes the client feel comfortable with the company brand; the best advertising is advertising. Modern day clients are not trusting, too many bad corporate experiences, and are impatient for results, so experts need to learn how to build relationships of trust and work faster; experts know client want to talk with someone they know and trust.
Experts work to publish because publishing builds credibility and increases publicity; experts learn from their writing; expert learn how to effective communicate what they have learned with their clients; experts know the publisher is the staff that helps do the work for publishing; experts know to beware of testimonials because clients no longer pay attention to them; experts do not make anonymous quotes because client think that the message is a trick and set off alarms; experts know the client is not impressed by academic credentials and finds a way to demonstrate their "street smarts" and convince the client they have the common sense skills to deal with the clients concerns and problems; clients evaluate experts, as world class, if they can communicate clearly and avoid confusions by not clouding the issues or confuse the sale with the client. The way to sound like an expert and make the client comfortable with your work is too hire an expert. So get access to an expert, learn to communicate simply and clearly, and respect the clients time.
Clients don't want long narratives; clients are browsing for information; experts know to describe what makes them different in 25 words or less; experts respect the clients time - especially in communicating; experts cut the fat in their communications; experts write down appointments; experts work for brevity and understanding in their message until even a person off the street can understand their message; experts use visuals to help convey their message but are not reliant on these visuals. A picture can say a thousand works or convey a desired feeling or image in the minds of the client. An expert paints a picture using words to help the client visualize what the expert has in mind. An expert has a good imagination and relies on visualization to help the client gain a deeper understanding.
Experts know honesty is the best tactic; client appreciate the experts honesty and modesty and will trust a honest person; experts often admit weakness and often disarms a prospect and established common ground to build a good relationship; experts sell themselves, first, then company, then service and product, and finally price; experts always talk price last; experts study the clients short list to look for clues on what the client loves or is interest in; experts know hard sales lose business; experts can tell a good story and know a story may be the best persuasion; experts avoid slides, slides are a huge risk to be throwing at the client and creating a massive turnoff; expects never read a message to a client.
Experts rely on brands to crush their competition; experts are reluctant to leap beyond their brand; experts know that brand gives their client comfort; expert look for an uncommon name to position in the minds of their clients.
Your environment is your client's experience. Your environment changes and complements the client's experience, changes perceptions, and alters your client's mood. Experts know that it not task to perform; it is their task to satisfy. Experts focus on their client's importance and satisfy their client's sense of importance by improving constantly. Experts know if they want loyal clients they must serve the best ones passionately. |
|
|
Rolf Dobelli (MSL quote), Switzerland
<2007-01-08 00:00>
This is a pleasant contemporary book on selling and branding in a marketplace where the average consumer is deluged with 3,200 advertising messages a day. In a format that makes for an excellent read while traveling, the book consists of short, colorful 300 to 1,000 word treatments of various topics, such as selling, branding and customer service. At times, author Harry Beckwith's approach seems episodic. It's not always clear what one section has to do with another. However, he nicely avoids business-speak jargon, and spatters the book with accessible pop culture examples, including motion pictures, clever ads and other common points of reference. The book's shortcoming resides more in the area of substance and depth of thinking. Each brief essay ends with a catchy one-sentence aphorism such as: "Comfort clients and you will keep them" or "Edit your message until everyone understands it." The author has invested a great deal of time devising colorful ways to tell you things that, upon further reflection, you probably already know. Yet, we find that the short-bite, snappy presentation makes the book interesting. If you're too busy to keep up on the latest trends in marketing and sales, reading this is an excellent way to make sure you're current. |
|
|
Daniel Limbach (MSL quote), USA
<2007-01-08 00:00>
This book is about differentiating your company by focusing on the customer's needs. Sounds trite, right? How many other books say that?
Yet why do so many companies focus on preaching their greatness and expecting customers to break down their doors?
You can read this book in short bursts, or spend a day engrossed in its pages. The chapter sections are all titled and short. Not much wasted ink or wasted time.
Much of Beckwith's advice is contrarian, though. 'Stop Listening' is one example. He points out that listening to your customers is not a good idea because few clients (actually all people) speak to vendors (or anyone) completely truthfully. Instead, Beckwith suggests you stop listening and start looking at your clients. Understand what they do, not what they say.
Another is 'View Experts Skeptically.' We, as business people, always want the guru to tell us what to do so we can be successful. Experts don't really have the definitive answers. This puts the book into a bit of pretzel logic. He's really saying, 'Here's some killer advice - stop looking for killer advice and find your own path based on all the information you have available to you.'
In all, this book is highly readable, and thoroughly enjoyable. If it doesn't give you a dozen great ideas for your business, then you just weren't paying attention.
|
|
|
William Burke (MSL quote), USA
<2007-01-08 00:00>
This is a no-nonsense, no-fluff sales assistance guide. It is simply a series of topics followed by short explanations concluded with edicts. I gave them to my sales force just for PowerPoint tips that are wonderful! |
|
|
Jack (MSL quote), USA
<2007-01-08 00:00>
What Clients Love is a timeless book that enlightens the reader through short lessons, personal and professional. Not only do the teachings apply to business, they can be carried over into your life outside of work as well. Businesses are built and strengthened through partnerships and good relations, so are close families and friends. This book works to bridge the gaps that most companies will overlook (such as boring job titles that send the wrong message) and Beckwith does it in a clear and concise manner. Buy this book! I wish I had more time to extoll the book, but I don't. Whether you are in a Fortune 500 company or a hermit with no interest in the outside world, you need this 278 page gospel! |
|
|
|
1 Total 1 pages 7 items |
|
|
|
|
|
|
