What Clients Love: A Field Guide to Growing Your Business
Author: Harry Beckwith
List Price: $21.95
Our Price: Click to see the latest and low price
ISBN: 0446527556
Publisher: Warner Books (02 January, 2003)
Sales Rank: 8,564
Average Customer Rating: 4.39 out of 5
Customer Reviews
Rating: 5 out of 5
Worth ten time the selling price!!!!
This book is short, sweet, to the point, and reads like a daily devotional book. I plan on using at for discussion groups at work to get non-marketers to understand how to make customers happy. The book is written in a clear, concise, but extraordinarily interesting manner than lends itself to discussion and implementation. Each section contains at least one example of each point - and this is stuff you are going to remember. Many books in this market are pure fluff - you can't remember a darn thing they said two hours after you put the book down. Not so with "What Clients Love."Highly recommend for those whose business depends on developing business and keeping customers happy. Whether selling hardcore tangible products or professional services, this book should be on your required reading list. Truly transformational.
Rating: 5 out of 5
An Edge For Your Business
When I write about practice managment, I tell acupuncturists to get to know Harry Beckwith. He's the ultimate practice management guru.But Beckwith's books have nothing to do with medicine! How could he help there?
Beckwith writes about SERVICE marketing. Most of the practice management literature hasn't caught on. You're selling a service. Not a product.
Even now, your competition is stiff. Do you know who Harry says is your biggest competition? It's not who you think!
Your biggest competetion is the customer. If they don't think they need you... if they can do it themselves... if they find a way around you... you lose. And so do they, because they really DO need you. You've just got to prove it to them.
How could reading this book help your business? Harry's books contain hundreds of small sections... each with a story or market research study, some discussion, and a moral-of-the-story at the end. It's easy to digest these books in pieces.
Thank goodness (and thank Harry) that he didn't try to come up with one of those foolish 7 step plans... life's too fluid and organic. It can't be reduced to a set of rules.
Each piece stimulates ideas. You may slap your forehead more than once as you realize some of the mistakes you're making. Harry will help you think better.
I've read "Selling the Invisible," and "What Clients Love." I'm going to re-read them both. My Dad borrowed the second one... I may have to buy it again!
Rating: 5 out of 5
Another Excellent Book by Mr. Beckwith.
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.
-- Michael Gordon
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