Today's business tactics demand unique marketing plans that are practical and down-to-earth. Effective marketers know how to be clear, concise, and "cut to the close." With this program, listeners will learn how to pin-point 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. In What Clients Love, Harry Beckwith reveals the four significant social changes that shape and accomplish what clients really love — and need.
Beckwith delivers an audio every bit as extraordinary as his earlier works, SELLING THE INVISIBLE and THE INVISIBLE TOUCH. Delivered with a sardonic tone that works with the material, his message is that almost everything you think is important in marketing, sales, and communication is not. It's the relationship, stupid, and very little else matters when it comes to motivating people to work with us, buy from us, help us, hire us, or consider our ideas. Though cocky as the dickens, the author offers valuable personal stories of trial and error, and his intimate delivery makes him almost lovable. He knows our confusion. He's one of us. A fresh approach to fresh ideas, a wake-up call for anyone in business, and a stimulating listening experience. T.W. 2004 Audie Award Finalist (c) AudioFile 2003, Portland, Maine
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