Rating: 
Summary: The Greatest Business Book Ever Written
Review: 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! Also, if you get a chance to meet Harry Beckwith, ask him about his wonderful son Harry IV.
Rating:
Summary: The task is not too perform; the task is too satisfy!
Review: 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 clichés, 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.
Rating:
Summary: An Edge For Your Business
Review: 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!
| 
