What Clients Love

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.