It will not be the last. We use cookies to offer you a better browsing experience. Make sure to accept our cookies in order to get the best experience out of this website. If you would like to read more about this check out the Privacy Policy page. My Shopping Bag 0 Item You have just added: You have 0 more Item. My Wishlist 0 Item You have just added: Contact us to place your request. I Add to my wishlist. Hard-Selling damages your reputation in the long run.
Mar 26, Chad Warner rated it liked it Shelves: An insightful look at what clients love about service providers. It touches on marketing, sales, service, and client relations. Few if any studies are cited, so it seems most of the assertions are based on Beckwith's experience and opinions. It's more disjointed and meandering than logically organized. It isn't as astute as Selling the Invisible , which I highly recommend. Drawing Your Blueprints "Clients feel about a service the way they feel about the provider.
Which weakness would I attack? What would I do to distinguish this firm? Ask yourself, "If we were starting from scratch, what would we do differently? Perceptions create expectations, and those influence the experience. Use marketing to shape expectations. Create the expectation that you're skilled, reliable, trustworthy, etc. Stereotypes about you and your industry become lasting opinions.
What Clients Love: A Field Guide to Growing Your Business
Avoid using labels and descriptions that play into negative stereotypes, and use ones that play into better stereotypes. Prospects "hear from bad companies, and hear about good ones. It's often PR or advertising that deserves the credit, because people refer those about whom they've heard through PR or advertising. Option and Information Overload Don't thank a publication for running your article, because it sounds like they did you a favor. Instead, praise them for their help. Testimonials work when they're from a person with special authority and credibility.
They also work if they're on video, so the viewer can evaluate sincerity, passion, credibility.
In all other cases, testimonials don't work. People assume anonymous testimonials are false. Americans assume that people with an uncommon, scholarly mastery of a subject lack common sense and a common touch. Find a common way to communicate your uncommon skill. Americans don't associate academic credentials, awards, or the expert's conviction and confidence with expertise.
What Clients Love: A Field Guide to Growing Your Business - Harry Beckwith - Google Книги
The expert's ability to communicate clearly is the strongest evidence. When a publication accepts your article, try to dominate the publication by being published at least 4 times a year, and advertise in other months. Offer evidence instead of words. Offer compelling stories - case studies, awards, business growth, and achievements.
Replace every adjective like "excellent" with proof. People who reveal something negative about their service win more business. People assume that those who reveal weaknesses are truthful and trustworthy. Revealing weakness also charms and disarms, helping establish relationships. What the best salespeople sell in order: Their service or product.
See a Problem?
Ordinary salespeople sell the reverse. If your marketing isn't warming every sales call, fix it. Until then, call only prospects you've already warmed. The key in presenting isn't presenting your ideas well, it's presenting your people well. When presenting, look people in the eyes, where relationships are made.
WHAT CLIENTS LOVE: A Field Guide to Growing Your Business
Don't say anything negative or critical, or you'll be branded as negative. You're selling a feeling, and you need the audience to feel good. The Decline of Trust By having an impressive office, you give clients the sense that they've arrived. They feel they belong, and feel important. Your office reminds your clients how special they are. Create a community of your clients, online or offline. Connecting them helps connect them to you.
Build more into your service - warmth, connection, friendship, rest, status, and community. People pay extra for these. Americans pay extra for status, to feel special.
- My Wishlist.
- by Harry Beckwith;
- Account Options.
- What Clients Love: A Field Guide to Growing Your Business by Harry Beckwith.
Clients take customer service mistakes personally. In their minds, you didn't care about them. Reassure your clients that they're important - every chance you get.
Loyalty comes not from marketing, but from personal sacrifice. Don't mass-mail or bribe; serve. It's the time required to communicate that matters; not the note, email or call, itself. 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. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.
Overview Music Video Charts. Opening the iTunes Store. If Apple Books doesn't open, click the Books app in your Dock.
Do you already have iTunes?