Book Description
Your customers are going to give you three seconds to make the sale.
Do you know what to say in those three seconds?
The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business-a method that is simultaneously socially responsible and far more effective than "old" marketing. This new way is The Irresistible Offer.
"The Irresistible Offer is the missing link in many marketing books."
—Joe Sugarman, Chairman, BluBlocker Corporation
"The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process."
—John Du Cane, CEO, Dragon Door Publications, Inc.
"As the world's fastest reader (Guinness Book certified) I've read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point."
—Howard Berg, "The World's Fastest Reader"
"I've read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years."
—Dr. Joe Vitale, author of The Attractor Factor
"If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business."
—Randy Gilbert, a.k.a. "Dr. Proactive" host of The Inside Success Show
Download Description
Your customers are going to give you three seconds to make the sale. Do you know what to say in those three seconds? The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business-a method that is simultaneously socially responsible and far more effective than ""old"" marketing. This new way is The Irresistible Offer. ""The Irresistible Offer is the missing link in many marketing books."" Joe Sugarman, Chairman, BluBlocker Corporation ""The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process."" John Du Cane, CEO, Dragon Door Publications, Inc. ""As the world's fastest reader (Guinness Book certified) I've read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point.""Howard Berg, ""The World's Fastest Reader"" ""I've read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years."" Dr. Joe Vitale, author of The Attractor Factor ""If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business."" Randy Gilbert, a.k.a. ""Dr. Proactive"" host of The Inside Success Show
Customer Reviews:
MJ the master of the sale . . . but he's much more than that .......2007-10-11
Mark Joyner, whether teaching you how to market via word of mouth, how to improve your personal performance via simpleology courses, or just giving you general insight into life, is successful for one reason: honesty. His honesty and integrity allows him to see that which others who try to manipulate and control miss. And isn't that the secret to success? How many people ever desire to come back to a business, company, even person or individual who is phony? One who attempts to draw you in with deception and then does the bait and switch. Warren Buffett--he of multi-billions, the great investor--said that a major factor in choosing companies to invest in is based on whether or not you like the company enough (read people) to work there. Well, Mark Joyner is one of those people many enjoy working with. Because of his honest, straight forward approach.
The Irresistible Offer is certainly that: honest. Even though it has its flaws--excessive examples, repetition, and at times, opaque theory--it is a book that truly displays the genius and great insight of its author. And you've got to believe (all you The Secret people) that if you seek the truth, the truth will seek you. Herein lies Joyner's gift.
I once read a sales letter of Joyner's that hit to the core, issues I had been having in acquiring all-things-marketing to get my business going. He mentioned how marketers are charging hundreds of dollars for a "box full of 'secrets' that is nothing more than some low-quality audio recordings and poorly edited transcripts?" And how important it is that "A transformation of spirit without a direction and a clear plan might bring you happiness for a while, but if that happiness is not reinforced by real change in the real world, it is always short lived"? Personally, I have chosen to avoid many schemes, internet marketers, and plans or bonus-encrusted list blasts because "quality and value is more important to" me, as Joyner states.
The book certainly has its more general philosophies, but it also gets into enough specifics on Word of Mouth and how to use it in your business to give the reader his money's worth . . . and then some. Great ROI, wouldn't you say Mark? Get it. It's worth every penny.
3 seconds or less..........2007-08-15
Well, I'm not one to believe hype and I still don't think it can be done in 3 seconds or less, but I am amazed at the tricks that I did pick up. Worth more than a 3 second perusal.
An excellent addition to any marketer's library.......2007-06-28
I am a professional PR and marketing man. I constantly strive to hone my skills by reading trade articles and books about the subject. If you hope to become adroit at marketing, you must do the same.
The Irresistible Offer is an excellent book that teaches the nuts and bolts of putting together a product and brand message. It explains how you can refine your product's message into a 3-second touchstone that conveys the features and benefits of your product to prospective customers at a glance.
The psychology and theory behind this book is excellent. I would recommend it as an addition to any marketer's library.
-Craig Nybo, author of Total Human: The Complete Strength Training System
Every Marketing Professional Should Own This Book.......2007-06-27
This book is a must read if you are in marketing or advertising. This book not only explains how to create an irresistible offer, but it also shows you how to use intensifyers to get customers to take action. Overall, one of the most useful marketing books I have ever read.
This book is an "Irresistible Offer".......2007-06-21
The title itself is an excellent example of "the irresistible offer." The "3 seconds or less" refers to the amount of time you have with a prospect to get and capture their attention. However, the way the title of the book is written, you could interpret it to mean it will only take you 3 seconds or less to learn how to sell your product. Now that's great copywriting! And for anyone who wants to succeed in business, this book is a great reference. Buy it. Read it. Apply the lessons. And succeed. Even after nearly 30 years in advertising, I learned from this book.
Customer Reviews:
It's time for a paradigm shift in healthcare.......2007-06-02
I attended a lecture by Fred Lee, where he discussed some of the points brought up in his 9 1/2 Things book, and I was very impressed. First of all, I am a huge Disney fan, and I know that the Disney method transcends the typical service model, and focuses on the entire process as an "experience".
Mr. Lee, in this very insightful book, delves into how this can be applied to healthcare. And why should it not be applied to healthcare? In healthcare, there is a tremendous opportunity for caring and competent people to turn a frightening and intrusive process into an experience.
Sure, going to the hospital will never be a fun trip like a trip to Disney would be, but it can be one that is memorable for the RIGHT reasons rather than memorable for the WRONG reasons.
There are so many pieces of valuable information in this book that you'll need to keep it readily available as a reference tool.
Book has wider appeal than health care.......2007-05-25
This book is specifically targeted towards customer service in hospital settings, but it is very easy to apply the ideas to other situations. There are also discussions of units with only internal customers, and these sections are broadly applicable to government, business and non-profit organizations.
The Best Book on the Disney Approach...Period.......2007-02-15
"But I'm not in the hospital business." Neither am I. But I am a Disney Institute alumnus and an avid practitioner of the Disney Approach to People Management, Quality Service, and Loyalty; and I've found "If Disney Ran Your Hospital" more helpful than anything else in print. I think you will, too. Here's why. A number of books explain the principles and practices that drive Disney. Most are helpful, and one, "Be Our Guest" by the Disney Institute, is indispensable. But Fred Lee does one thing better than anyone else: he models how to transfer those principles to another industry. That's what he did at the Disney Institute and that's what he will help you do in your business. Granted, his applications come from healthcare. But along the way Fred Lee demonstrates how to translate and apply the Disney Approach outside of the Disney setting, and that's what's so helpful--he provides an example that the rest of us can follow. If you're interested in benchmarking the Disney Approach, you need this book. One more thing: Fred Lee can write. "If Disney Ran Your Hospital" is the best book on the Disney Approach...period.
If Disney Ran Your Hospital - Save your money.......2007-02-07
This book was a complete waste of time and money. I would give it zero stars if I could.
Great book for hospital leaders.......2007-01-18
This is a different book that brings a whole new perspective of how to threat professionals that care for people and how to improve your corporate culture resulting in extraordinary results to patients.
Customer Reviews:
Helpful Book.......2007-06-27
Helps provide a clear model for analyzing companies and developing corporate strategies. In many ways, it is a more accessible take on Porter's Competitive Strategy.
Key concept, straightforward and short.......2007-06-24
Treacy and Wiersema make the case that the value of a product or service to a customer can be categorized in terms of efficiency (eg. low cost, on-time delivery), innovation (eg. latest technology or fashion) and/or customer intimacy (eg. customized solutions). They go on to argue that delivering each kind of value requires a different organization and culture, and hence the most successful companies are those whose business strategy is focused on delivering a particular kind of value to the customers that appreciate it the most, while remaining competitive in other areas. The analysis is accompanied by case studies of AT&T Universal Card, Intel and Airborne Express. The core idea of the book is valuable and 200 pages is plenty to explore it in detail.
Foundational Approach to Strategy.......2007-06-03
ALthough this book has been in print for over a decade, it is one I constantly come back to when helping clients organize their thinking about how they can compete.
I have been a Michael Porter fan for decades. However, when he describes competing by being a differentiated producer, it often left folks scratching their heads about what that meant. Treacy and Wiersema defing "customer intimacy" in a way that was effective in helping companies define how they could pursue differentiation. I have found that this particular strategy has applied all the way down to 1 to 1 marketing.
So the definitions and examples for three competitive strategies are clearly articulated, but also frameworks for implementing these strategies are provided as well.
All-in-all, a clear, compelling and implementable framework for competitive strategy.
This should be a text book.......2007-02-28
Best Marketing book I have ever read, I will keep this book forever. This is a must read for anyone in the marketing field. This book provides great examples along with real life examples.
Staying focused on core value proposition.......2007-02-26
The book reemphasizes the importance of product or service leadership, customer intimacy, and operational excellence. Organizations willing to be "anything for a buck" will find they loose touch with their customers quickly as they thinly apply talent and resources to serve everyone averagely.
Unity of purpose is also essential; a successful firm must act together to consistently and successfully compete. The book is good reading for managers and marketing professionals that need to review their business focus and the alignment of tasks, processes and competencies supporting that focus. The book offers materials to be used in team exercises.
Book Description
nce a customer, always a friend-that is the simple philosophy behind Mitchells/Richards, two of the most successful clothing stores in the nation-and that is why Jack Mitchell, his family, and associates inspire the enduring loyalty and admiration of his customers, including today's top CEOs. Jack's two stores, Richards in Greenwich, Connecticut, and Mitchells in Westport, Connecticut, suit up discerning customers from across the country. Now for the first time, Jack Mitchell shares the secrets of his family's innovative merchandising and management approach in his book Hug Your Customers. It's a deceptively simple but winning approach to customer service-that a relationship is at the heart of every transaction. Jack Mitchells' business philosophy is based on 'hugs'-personal touches such as knowing every customer's name and clothing preferences or handing out free coffee and newspapers on the commuter train platform. Complete with anecdotes that exemplify outstanding customer service, Hug Your Customers shows how any business can adapt this hugging philosophy to attract great staff, lower marketing costs, and maintain higher gross margins and long-term revenues. At a time when customer service has become the difference between success and failure, Hug Your Customers shows how Jack's one-of-a-kind philosophy brings winning results.
Download Description
HUG YOUR CUSTOMERS is about customer service and how Jack Mitchell has practiced it by extending "hugs" - unexpected extras, from knowing each customers name, along with their family members and clothing preferences, to handing out free coffee and newspapers on the Greenwich commuter train platform to say thanks (and by extension "Shop at Mitchells"). Mitchell looks at sales as being about something other than the product. You're not selling clothing, you're selling the relationship. That's why on Saturdays, many people come to Mitchells just to see what's going on. In the summer, he's giving away hot dogs. Any time a regular customer walks in, the sales staff knows his name, spouse's and kids' names, clothing preferences and last purchase.
Customer Reviews:
Lead Your Business to Improved Customer Loyalty.......2007-10-08
Overall, this is an excellent book for leaders of customer-centric organizations. While the book lacks organization and is heavy on personal examples, it is effective at providing numerous methods to improve customer loyalty. Hug Your Customers is an easy read and most examples can be implemented in almost any business. The positives so far outweighed the negatives mentioned above that I am giving this book five stars.
GROUP HUGS!!.......2007-07-05
This book is an inspiration! Jack Mitchell writes with such enthusiasm it would make anyone want to hug. It is general enough to apply to any type of business and not at all boring.
If companies would aspire to doing even a fraction of the hugging he is writes about, the world would be a happier and healthier place. I will recommend this read for ANYONE in customer service or those who may think service is dead. I plan a trip to Mitchell's, just to check it out. Thanks Jack Mitchell. Service is NOT DEAD.
Great read!.......2007-03-30
A great philosophy for anyone to adopt. I have made it a mandatory read for all senior managers in my company.
Hug Your Customers.......2007-01-10
This book has nuggets that anyone in business should read. As a country where technology has removed the human touch at times, this speaks to the necessity of true customer service and what we as consumers long to feel.
Great book & great insight into true customer service.......2007-01-09
Great book. Transcends the clothing biz to pass on ideas that affect any business that needs to provide great customer service.
Average customer rating:
- Below average software
- The Clinical Documentation Sourcebook
- A must have...
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The Clinical Documentation Sourcebook: The Complete Paperwork Resource for Your Mental Health Practice
Donald E. Wiger
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The Paper Office, Third Edition: Forms, Guidelines, and Resources to Make Your Practice Work Ethically, Legally, and Profitably
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Getting Started in Private Practice: The Complete Guide to Building Your Mental Health Practice (Getting Started)
ASIN: 0471689319 |
Book Description
All the forms, handouts, and records mental health professionals need to meet documentation requirements
The paperwork required when providing mental health services continues to mount. Keeping records for managed care reimbursement, accreditation agencies, protection in the event of lawsuits, and to help streamline patient care in solo and group practices, inpatient facilities, and hospitals has become increasingly important. This updated and revised Third Edition provides you with a full range of forms, checklists, and clinical records essential for effectively and efficiently managing your practice.
From intake to diagnosis and treatment through discharge and outcome assessment, The Clinical Documentation Sourcebook, Third Edition offers sample forms for every stage of the treatment process. Greatly expanded from the second edition, the book now includes twenty-six fully completed forms illustrating the proper way to fill them out, as well as fifty-two ready-to-copy blank forms. The included CD-ROM also provides these forms in Word format so you can easily customize them to suit your practice. With The Clinical Documentation Sourcebook, Third Edition, you’ll spend less time on paperwork and more time with clients.
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Includes documentation for child, family, and couples counseling
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Updated for HIPAA compliance, as well as to reflect the latest JCAHO and CARF regulations
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New focus on clinical outcomes supports the latest innovations in evidence-based practice
Download Description
In its first two editions, The Clinical Documentation Sourcebook became recognized as the most comprehensive and useful practice management resource on the market. This Third Edition provides even more value, offering forms and documents for a broader array of client populations (including for the first time children, families and couples), as well as the full range of resources needed for compliance with the new HIPAA regulations. Redundancy is reduced from the previous editions, while integration of forms across sections is improved. Finally, the new focus on clinical outcomes supports the movement toward evidence-based practice in mental health.
Customer Reviews:
Below average software.......2007-10-06
The software does NOT work on an iMac. When used with Windows Vista, the forms are available to customize, however, they need streamlining and updating with regard to fonts, spacing, etc. The documents don't look as if they have been updated aesthetically since the first edition of the book. Disappointing.
The Clinical Documentation Sourcebook.......2007-07-12
This sourcebook is the best one I have found to assist with beginning a clinical practice and producing legal documentation.
A must have..........2006-11-10
This book was a life saver for me as I opened my solo practice this summer. Without it, I would have spent countless hours developing these forms myself. The feature that allows you to customize the forms is especially nice. I recommend this for new or veteran mental health workers.
Amazon.com
Dr. Michael Roizen hopes to discover a cure for the common birthday. The author of the bestselling book RealAge and Oprah guru, Roizen translates groundbreaking medical research into a series of calculations and choices that promise to reduce age-linked symptoms and diseases. The RealAge Makeover begins with a self-test of 132 health factor questions that compare your calendar age with your "real age"--based on healthy habits plus heredity, he rounds up the usual suspects (sun exposure, sleep patterns, good fats) as well as the unusual (the kind of chocolate you eat, the number of nagging unfinished tasks, your catsup consumption). Although Roizen flags heredity, he focuses on the three key factors of aging: arteries (heart attack, stroke, memory loss), immune systems (prostate and breast cancer), and environmental stresses (lung cancer, STDs). He offers a sliding scale of difficulty in his "younger every day suggestions." Whether talking about stress, diet, or disease, Roizen offers case examples and subtle and engaging strategies such as describing the role of living beyond your means in aging or the difference between "four-legged" and "no-leg fats." Readers looking for a quick fix will benefit less than those who follow the recommendations that require focus and commitment. As Baby Boomers age and books about turning back time increase, Roizen's will remain a standout. --Barbara Mackoff
Book Description
Why not live at 60 feeling like you did at 35?
Thousands of Americans are younger today than they were five years ago. How is that possible? By following the specific recommendations that reverse aging in Dr. Michael Roizen's bestselling book RealAge®: Are You As Young As You Can Be?, people who were previously much older than their chronological age have now taken up to twentynine years off their biological ages. Since that first publication, more than 10 million people have taken the RealAge® test in one form or another, and thousands of people have thanked Dr. Roizen for helping them make simple changes in their lives -- changes that have made them healthier, younger, and more vibrant.
In the last several years, Dr. Roizen and his team have learned much more about the aging process. The RealAge® Makeover makes sense of recent critical medical findings -- mportant new research on inflammation in your arteries, stress reduction, chronic disease management, hormone replacement therapy, and other choices you can make to keep aging at a distance. You'll also find the latest on vitamins and other supplements, which are age-reducing, which are aging, and which ones to avoid if you are taking certain medications. Roizen then offers more than seventy ways to reduce or even prevent 80 percent of the diseases that make you feel older. For example, coffee or the right kind of chocolate in moderate amounts can help reduce inflammation, preserving your arteries, joints, and memory. But the wrong choice can lead to needless aging and loss of energy, such as taking too much Vitamin A. And The RealAge® Makeover tells you how much (in years) each choice is worth so you can make the choices that are meaningful to you.
More potent than any statistic or finding are the personal stories interwoven throughout -- success stories from readers who followed the RealAge program, became biologically younger, and are living happier, healthier lives. With this book, readers have more opportunity than ever to turn back their biological clock to look, feel, and actually be many years younger.
Join the RealAge® Revolution and give yourself a RealAge® Makeover!
Customer Reviews:
An Ounce of Prevention is Worth a Pound of Cure.......2007-08-28
And "prevention" (of aging and disease) is the underlying message of this makeover program.
The Dr. Roizen (who partnered with Dr. Oz for the successful "You" series of books) provides easy to follow guidelines for doing the things you know you need to do for better health.
This isn't necessarily a book you'll sit down and read cover to cover. It may work better for you if you turn to the chapter that addresses your most pressing concern (weight, smoking, etc.), and start there.
Because the other underlying message is that you have to start SOMEWHERE to get your health under control.
With this book, the plan is laid out for you in easy to understand language. The implementing may not be quite as easy. That part takes determination.
So if you're determined to do something about your health, you'll find what you need here.
(So why 4 stars, not 5? Because, unlike the "You" books, this one has no "cute" illustrations, and it is dense with text. Something that may be off-putting for readers who like their medicine to go down smoothly, and with a touch of humor.)
The more you know...........2007-07-19
Roizen tells you easy ways to improve your health and well being.
His methods are straight forward and completely obtainable.
The hard part, incorporating these practical and easy steps into the formation of your new habits.
Before you buy this, you probably already know that you need to change your lifestyle and habits. If you have the will power to change, you will love this book. If you don't have the will power, you will need a very wobbly table to level before this book will be useful to you.
RealAge.......2007-05-12
It is OK. Uses the hype: Your younger than you think are, as long as you take care of yourself. Daaaa
More of the same..........2007-05-07
You can find this info on line so I wouldn't spend the money unless you're a real health nut and need to read everything and anything written on aging etc. It's OK but the internet would be faster and just as informative.
The RealAge Makeover.......2007-04-13
Great information. Now, I just need to actually apply this new found knowledge to my life.
Book Description
How businesses can thrive by learning which customers are creating the most profit-and which are losing them money.
One of the oldest myths in business is that every customer is a valuable customer. Even in the age of high-tech data collection, many businesses don't realize that some of their customers are deeply unprofitable, and that simply doing business with them is costing them money. In many places, it's typical that the top 20 percent of customers are generating almost all the profit while the bottom 20 percent are actually destroying value. Managers are missing tremendous opportunities if they are not aware which of their customers are truly profitable and which are not.
According to Larry Selden and Geoff Colvin, there is a way to fix this problem: manage your business not as a collection of products and services but as a customer portfolio. Selden and Colvin show readers how to analyze customer data to understand how you can get the most out of your most critical customer segments. The authors reveal how some companies (such as Best Buy and Fidelity Investments) have already moved in this direction, and what customer-centric strategies are likely to become widespread in the coming years.
For corporate leaders, middle managers, or small business owners, this book offers a breakthrough plan to delight their best customers and drive shareowner value.
Customer Reviews:
Outstanding Piece of Work .......2007-03-21
This book is a highly relevant must read for anyone serious about customer-centricity. The model used has the potential to drive economic benefits that far outpace traditional marketing, CRM, and customer satisfaction focused programs.
It should, however, be read along with some other good material on CDI and Customer Experience Management (CEM) like Collin Shaw's books on CEM [...] - I have no connection to them.
I've talked with a few companies and consultants who have attempted to implement customer profitability management without the underlying CDI and the programs failed - even in smaller markets like Europe. It places a little too much faith in just demanding data from IT on the premise that millions have been invested in systems so the data must be there. That is certainly not always the case. A good CDI strategy is critical to this program. But the focus of this book is the financial model and it should be read for what it is.
The other section of material that could be more developed is the Value-Exchange methodology. Intermixing operational customer segmentation (not the kind done in direct marketing programs) with the profitability deciles would seem to be the kind of thing that is needed to mature the strategy and place relevant value propositions where they belong in the CEM/marketing mix.
But alas, customer centricity is far too broad and complex of a topic to knock out in one book. This book is excellent and makes a much-needed contribution to a field that is sometimes more enamored with attempts at operant conditioning (a.k.a. CRM) than common sense management. I bought out the entire stock of this book from a store and continue to give copies give copies away to this day.
A few simple ideas that are woefully uncommon.......2006-01-12
The central thesis of Selden and Colvin's book is that not all customers are desirable. Some are "angels" who deliver net profit while others are "demons" who cost more to serve than they generate in revenue. A well run company must understand who its customers are and then organize around serving them effectively, securing its relationship with angels while repairing (or ending) its interactions with demons.
The authors write with a simple and bright style that keeps the book interesting. They touch on a number of case studies they've performed in their professional careers to help illustrate their points. I wish that they had included more data in the book, but what they do provide is about right for an introduction to the topic.
Some reviewers deride the content of this book as obvious, but even more obvious is that a tremendous number of businesses don't get it. I see the problems the authors describe play out repeatedly, from perspectives as a professional within my own industry, as an investor, and as a consumer. This book is an exciting rebuttal against the mentality of "The customer is always right" (what if the customer wants to pay less than your cost?) and a wakeup call to move forward from smokestack-age business organization in the information-age economy.
One good idea.......2005-09-10
The book has one good idea in it. You should know your good customers and seek a more profitable way to deal with "not-so-good" customers. It is pretty simplistic - but some companies probably need this insight.
There are more in-depth research out there on this topic in the marketing and operations management journals.
Make your Angel Customers Happy.......2004-03-29
We should all be aware of unprofitable Customers. Anyone in business should be already aware of the 80/20 rule - that 80% of your profits come from 20% of your customers.
This book goes that one step further - by some excellent case studies it shows how 150% of your profits come from 20% of your customers - they are the Angels. The Demons are those 20% of your customers who actually lose you money equal to 150% of your profit.
Its not another book about CRM (Customer Relationship Management), but it is about being Customer-focussed rather than Product-focussed.
I have multiple relationships with Companies who could do with reading this book - including my own employer, with whom I have around 20 Contracts, and yet any one Business Unit only seems to know about 1 or 2 others at best. All those lost selling opportunities - for example they know the ages of my kids from my Travel Insurance Policies, but have never tried to sell me any College Savings Plans!
Read the book and make your Angels happier - and get rid of the Demon ones!
This is a great strategy book.......2004-02-23
This is a skillfully written, subtile and insightfull book.
I believe that the reviewer who said that "this book stated the obvious and that outside of a novice business student, anyone who finds this book interesting or useful may want to consider another profession than business" has missed the point of this book...completely.
The importance of this book is NOT in stating that "the customer is important .. some more than others". This we all know.
The importance of this book is in outlining a practical methods for ascerting which customers are money making one and which are not money making one **by going at the junction of customer marketing and customer finance**. It is by offering a practical way to relate the two perspectives (the qualitative and the quantitative one) that this book was useful to me.
The key thing I learned from this book is the introduction of detailed customer-finance reasonings to evaluate clients.
I also was greatly inspired by their concept of CUSTOMER DEAVERAGING. I too often see company that thinks in terms of their "average customers" and thereby miss any valuable & actionable insight on how to relate to their customers in a way which is both more profitable and more meaningfull (from both the customers and the client perspective).
Well for company who are like that, I think this is a GREAT book that uncovers what needs to be done in both a practical and theorically sound way.
I can testify that having applied a big part of the framework of this book to solve one strategy problem of one of my european client, we did uncover some really devishly customers (50% of their client acquisition was focusing on customers from which their will be never enough money generated to cover the initial customer acquisition expense) and some really angel ones (25% of their customer acqusition was focused on clients that represents overall 65% of their actual profit). We were also able to do some detailed financial modelling to discover that, in their specific case, they should refocus their attention on the angel customers and probably completely change their business model and value proposition for dealing with their demon ones.
If I had one critic it would be that the part relating customer oriented strategy and the stock valuation is treated without enough precision.
Having said that, I can also state the customer business I was speaking about is a recurrent one and that as a result the benefit of acquiring an angel customer goes well beyond the financial revenue derived from them in the first year. So, beyond the immediate profit improvement that are likely to results from their refocusing on the right customers this year, I anticipate this company to achieve a surge of their financial results in the following years (This hopefully will ultimately also find a reflection in their stock price...)
Amazon.com
In What Clients Love, marketing maven Harry Beckwith offers valuable lessons about capturing and keeping clients. (As Beckwith puts it, "Competence gets firms into the game that relationships win.") Using snappy examples from Absolut Vodka, Kinko's, Starbucks, and Ian Schrager's boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwith's strategies for coping with information overload focus on getting to the point--using a shorter sell and fewer superlatives. He makes a clever and convincing case for giving both testimonials and blurbs the death penalty. He details the decline of client trust with a plan to eliminate cold calls, dress for success, and a spot-on critique of PowerPoint ("Lincoln had no slides at Gettysburg.") Other chapters explore the limits of the Internet and offer nongimmicky ideas about creating a brand, including 20 questions for choosing a name for your business.
Beckwith's advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from television's Sex and the City to nihilistic philosopher Nietzsche. Yet the book's clarity is sometimes undermined by its too clever formatting. It's best to enjoy its wisdom one chapter at a time, over coffee. Consider it the caffeine in your cup. --Barbara Mackoff
Book Description
In What Clients Love, marketing maven Harry Beckwith offers valuable lessons about capturing and keeping clients. (As Beckwith puts it, "Competence gets firms into the game that relationships win.") Using snappy examples from Absolut Vodka, Kinko's, Starbucks, and Ian Schrager's boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwith's strategies for coping with information overload focus on getting to the point--using a shorter sell and fewer superlatives. He makes a clever and convincing case for giving both testimonials and blurbs the death penalty. He details the decline of client trust with a plan to eliminate cold calls, dress for success, and a spot-on critique of PowerPoint ("Lincoln had no slides at Gettysburg.") Other chapters explore the limits of the Internet and offer nongimmicky ideas about creating a brand, including 20 questions for choosing a name for your business. Beckwith's advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from television's Sex and the City to nihilistic philosopher Nietzsche. Yet the book's clarity is sometimes undermined by its too clever formatting. It's best to enjoy its wisdom one chapter at a time, over coffee. Consider it the caffeine in your cup. --Barbara Mackoff
Download Description
In WHAT CLIENTS LOVE, Harry Beckwith once again discusses effective business tactics with the practical, down-to-earth style that has made him a bestselling author and trusted marketing expert.Beckwith explains the sheer simplicity of a marketing plan-how to find your company's position, how to define a brand, and how to manage that brand so it has its full and overwhelming impact. With sections such as "Thinking and Planning," "Communicating," and "Serving the Client," Beckwith shows how effective marketers need to be brief, succinct and "cut to the close." WHAT CLIENTS LOVE also reveals the very nature of a service-and why the phrase "pushing the product" itself begins to suggest why this more aggressive approach fails, since you cannot ""push" a relationship, as people know from their failed attempts to do so in non-business relationships.
Customer Reviews:
Insightful.......2007-06-04
This is the most insightful and analytical book about business I have ever read. You don't need to be an MBA to understand and benefit from the well-thought-out and plainly presented message. Anyone who sells goods or services to the public will benefit greatly from this cogent take on the nuts and bolts behind pleasing clients.
A real joy on multiple levels.......2007-04-26
I first read this book shortly after it was published. I just finished my third reading. Each time it gets better.
The book follows the typical Beckwith format. Short, one or two page lessons. You can jump in anywhere in the book ... read for very short periods of time or read for long pleasurable periods. It is well written and contains some of the most succinct lessons on branding, marketing, selling, client attraction and retention that you will find anywhere.
It is not a book to be read once and put on the shelf. You will gain the most value if you revisit it periodically. The lessons are so short and to the point, there is no way you could retain all the information in one reading. You need repeated exposure to the information in this book.
Some of the more valuable lessons are:
A wealth of information creates a poverty of attention. The more there is to hear, the less we listen.
We are drowning in information and screaming for knowledge.
Growing complexity makes us covet the simple.
Say little - a simple point penetrates.
Clarity is expertise.
We are generally more persuaded by the reasons we discover ourselves than those given to us.
Four rules for choosing clients.
Trust your instincts. If something feels wrong, it will be. Bad clients don't produce minimal results, they produce losses. If a prospect is more interested in cost, you will never be happy and always be vulnerable. You cannot cut a bad deal with a good person or a good deal with a bad person.
Throughout the book, Beckwith cites many books that are well worth reading. At the end of the book is a great appendix that in itself is worth the price of the book.
Well worth reading.
Extremely helpful.......2007-01-18
I'm new to sales, so I'm no expert; but this book seemed perfect. I've listened to it twice and intend to do so a few more times. It's all about putting yourself in your client's place and acting with passion based on belief and purpose. There are also lots of good practical suggestions from how to dress to naming your business.
Well Worth the Money.......2006-12-04
As with most of my reviews, I try to balance the content being provided with the money being invested. This book is a good investment. Lot's of great ideas on how to deal with your customers. Includes good ideas on structuring and operating your business so people will want to be your customers. It also scrutinizes and criticizes many cherished concepts about marketing and tells why these concepts are no longer working. If you are a business owner, manager, or employee, you need to read this book.
Every sales person should read this book.......2006-08-15
Another great book by Harry Beckwith. Three of my favorite pages: "What the best salespeople sell (in order)" and "What ordinary sales people sell (in order)" and "Why hard selling has gotten harder." This is an easy-to-read book with short chapters. A great writing style.
Ann Barr, author of How to Win the Sale and Keep the Customer
Book Description
In this newly released edition of one of his classic books, The One Minute Sales Person, Spencer Johnson, the author of the number one New York Times bestseller Who Moved My Cheese?, shows you how to sell your ideas, products, or services successfully! This is the book that has proved to be a must-have for the millions of people who were looking for the quickest way to improve their selling skills.
In these changing times, Spencer Johnson, coauthor of The One Minute Manager®, shows you how the phenomenal One Minute® methods can bring real and lasting sales success with the least amount of time and effort. You will learn how to enjoy your job and your life more as you discover the effective secrets of "self-management," the integrity of "selling on purpose," and the liberating "wonderful paradox" of helping others get what they want so you can get what you need.
The One Minute Sales Person is a clear, easy and invaluable guide that works for both you and the people you sell to, for your financial prosperity and personal well-being.
In short, it is a classic Spencer Johnson bestseller that can help you enjoy more success with less stress.
Customer Reviews:
Great book and easy to read.......2007-01-12
I loved the one minute manager and I love the one minute sales Person. Sound principles in less than a minute. In the book he includes the most important thing that sales reps forget is to sell yourself first.
Light on content, but focuses on important basics.......2006-05-09
I think this is a worthwhile book for someone who is beginning a sales career or has an antagonist attitude toward the profession, but wants to change that maybe because they are starting a business, doing consulting, etc. It is particularly good for people who don't feel comfortable with the whole idea of selling, but realize it's an important skill and is even required in daily life e.g. to sell an idea, convince a child to do something in their best interests, etc.
I have read some reviews of this book that sound harsh; I think that some of them may be overstated. While this book is short, simple and a quick read, it does a very good job of driving the basics home in a way that represents the sales profession well and honors an ethical approach to business. While the ideas themselves are simple, their application on a daily basis is not. If you read this book and embody the principles, it will make a big difference in your attitude toward sales as a profession, to your customers and to your personal income.
I think almost everyone reading this has probably been on the receiving end of a bad or unscrupulous salesperson. They unfortunately are not rare and give the profession a bad name. Their tactics are coercive and manipulative. This is not the kind of sales that this book talks about.
Personally, I think a good salesperson earns their money by helping a customer to understand their needs, asks powerful questions that bring out the implications of their customer's business situation and presents options that the customer will feel good about. They also build relationships based on trust, superior product knowledge and professionalism. They keep their commitments, follow through on promises and know the difference between persuasion and manipulation.
This book is a book that uses story to demonstrate what makes a professional salesperson in the best sense of the word. In a nutshell, it's about mastering the basics and doing them from the heart, not with a desire to manipulate. I think this is a worthwhile message to get out there and it really does work, espeically in the long run.
Golfers, bowlers and other athletes revisit the basics frequently, often practicing them on a daily basis. The same principle applies to sales and this book does a good job of driving home the importance of mastering fundamental sales skills.
I agree with some reviews that this book is light on content. However, if a potential salesperson learns even one thing from this book that helps them to do their job better, they will easily pay for the cost of a new copy. If they form one good habit as a result of reading it, it will pay for itself many times over. With that said, why not buy it used if you are skeptical and worried that it will be a quick read? The words are the same and you might learn something. (I do agree that this book is overpriced, however.)
Personally, I have read this book more than once and I have periodically reviewed the material throughout the years. I don't think it's as good as the "One Minute Manager," but it's good. It's difficult to be a GREAT salesperson. You need to study the principles, embody them and maintain your balance, integrity and ethical principles often in the face of tempting or difficult situations. Given this reality, I think a book like this that inspires is a worthwhile read. This is especially true in a profession where a lot of people slam doors in your face and you need to deal well with rejection every day.
One minute stretches bit too hard.......2006-05-06
Compared with the monstrous success of "One Minute Manager", this sales version is kind of disappointed. The book still keeps the simple style to present main stages of sales with diagrams and big bold words. In each stage, it also tries its best to describe the process flow with necessary details.
However, I found it's kind of awkward to navigate in those diagrams for fast comprehension. Furthermore, the extended connection with goal setting, reward, and punishment weakens the emphasis of some key factors of sales: finding customer needs, telling a compelling story, and winning the trust.
Maybe salesmanship is the kind of art which is too hard to teach in a short book (just like the leadership). At this scenario, I would rather to read the big and great book for best descriptions (even as big as Michael Porter's giant volumes for competitive advantage). Otherwise, I'll just save the money to treat my sales mentor a Latte in the Starbucks (after browsing this book at the book store).
The only sales book that I often re-read.......2006-01-28
It's a quick-read book that reminds me and helps me to focus on what's important in sales; the customer is a real living, breathing person who has needs that may be unrelated to the product that I'm selling and that they shouldn't be treated like a statistic or source of financial reward.
I often re-read this book when my needs and wants become the priority. It contains simple messages, but they are effective at refocusing my efforts. I usually see results (i.e. more sales, less stress) within a few days.
Great Book.......2005-09-04
I really enjoyed this book. It was very easy to read and has already helped improve my career in selling.
Book Description
This book is a guide map, a tool developed to open your eyes to what is necessary to open and run your own, successful practice.
Customer Reviews:
authors motive??.......2007-10-24
Since I had recently opened my own practice, I thought the book would give insight on where to market and some tools needed for marketing and just tips on how to efficiently run an outpatient clinic. I found this book to be not so helpful,it seemed as if the author wanted to steer anyone away from having their own practice and a lot of the reading was very vague, so... purchase at your own risk
Worth every penny and much more!.......2007-04-02
As a physician considering offering PT services,I found this book excellent. Everything from ICD-9 to CPT crosswalks, to negotiating with managed care, to courting a referring doctor is covered here. Good general primer on running any type of healthcare practice.
awesome book.......2007-03-08
Great book. Simple to read yet has all kinds of great tips. HIghly recommend.
Great book!.......2007-01-22
I have thoroughly enjoyed and read this wonderful masterpiece of a how-to-book! A great buy for anyone interested in starting and managing their own physical therapy practice.
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