“ From making a pitch to building a brand, designing a logo to closing the sale, this is a field guide to take with you to the front lines of today’s business battles.”
From the best-selling author of the classic “Selling the Invisible” comes another book filled with lessons learned from real-life stories in the current business environment.
Designed for the busy executive (and made to fit nicely in your air travel carry-on) this book explores how the little details really matter in the art of keeping a fruitful and long-term relationship with clients.
A lot of predictions and prophecies don’t come true. People thought TV would eliminate the need for radio. It hasn’t. Plan around what you can predict: what people will love.
Male audiences will never admit they shed tears over Remains of the Day. People do not reveal themselves easily. It is up to you to let them see something about themselves that they cannot. When you research on the market, look for what is hidden.
Why do people pay $3.75 for a cup of coffee? Why would people want to watch a weekly show about a dozen people on an island? To see who survives all the backstabbing? Your idea may sound foolish, so it just may work.
If your business was not specifically conceptualized to be an Internet business like Amazon or eBay, then don’t expect it to suddenly boom the day you upload your site. The Internet is merely an aid and never the answer.
For nine business out of ten, the Internet is a customer service tool.
The Internet gives but takes. Electronic communication will never replace the value of face-to-face contact. The Internet leads us to neglect our relationships. You must become more personal with clients, not less.
Have you mastered the art of the great first impression?
Do you fall under a negative stereotype?
Simplify everything. “The future is bright.
The future is Orange” is a very simple and clear message. At Orange, there is only one number to call for customer service.
Clarity and simplicity comforts people overwhelmed by all the information in this world.
Do not cold call or send direct mail. It annoys people. Let them hear about your in the papers or on TV. Advertise.
Get publicity. One article can go a long way. Editors in local papers are always looking for material to fill up their space. Retain a professional writer with magazine-writing experience. It’s an investment in your public relations.
Beware of testimonials. They only work if the person testifying has credibility and authority.
Avoid using words like world class, ISO certified, superior quality . Instead, replace them with proof. Avoid superlatives. Avoid clichés.
Use the direct address, “You” in your advertising copy.
Brevity is the key. People want their information fast and in quick bites. If you cannot describe what makes you different and excellent in twenty-five words or less, don’t fix your copy. Fix your company.
Edit your message until everyone understands it.
Make your model the Absolut vodka campaign. Simple, visual, implicit, different, and brand-obssessive. Absolut brilliance.
From the way your people dress, to the letterheads, faxes, and memos you send out, to the space and design of your office restrooms, the environment is what your clients see. The environment is the experience. Make yours exceptional. Here are some examples of great service environments:
Restrooms at the Felix restaurant, Hong Kong
Cirque de Soleil stage, Bellagio Hotel, Las Vegas
MyExcite customized home page, Exite.com
Institute of Contemporary Art, Boston
Priority letters, FedEx.
Sephora department store, Paris
The Smithsonian Air & Space Museum, Washington D.C.
FOUR BUILDING BLOCKS 3. Blue Martinis and Omaha surfing
Humility. Never praise yourself or criticize a competitor.
Generosity/Sacrifice. Give up something and you will get more back.
Openness. Tell the truth even when it hurts. Risk yourself to earn their trust, the foundation of a great relationship.
Integrity. Integrating words with deeds, promise and performance. Quality is integrity.
Clients love comfort.
Give clients comfort and you will keep them. A familiar brand makes people comfortable. Clarity comforts. A genuine interest in a client, and your strength of passion in what you do are great sources of comfort to a client.
Your greatest asset is your passion and belief in yourself. Clients love that.
FOUR BUILDING BLOCKS 4. Caring Service
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