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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Harry Beckwith's book: "What Clients Love: A Field Guide to Growing Your Business".
This complete summary of the ideas from Harry Beckwith's book "What Clients Love" answers a fundamental question: "How do you grow your business today and continue to be an ongoing success in the future?" In his book, the author explains that having technical competence in what you do is essential for this, but you also need to build and maintain strong customer relationships. This summary reveals the five key building blocks of good customer relationships that you should learn and apply in order to grow your business.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "What Clients Love" and discover the key to building strong customer relationships and ensuring the future success of your business.
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Seitenzahl: 37
Veröffentlichungsjahr: 2014
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Book Presentation: What Clients Love by Harry Beckwith
Book Abstract
About the Author
Important Note About This Ebook
Summary of What Clients Love (Harry Beckwith)
Building Block #1: Good planning
Building Block #2: Clear communications
Building Block #3: A compelling message
Building Block #4: A reassuring brand
Building Block #5: Caring service
Book Presentation: What Clients Love by Harry Beckwith
Book Abstract
MAIN IDEA
How do you grow your business today and continue to be an ongoing success in the future? Having technical competence in what you do is an essential, but that’s merely the price of entry into the game. Every one of your genuine competitors will offer that as well. Instead, your success in business is dependent entirely on your ability to build and maintain strong customer relationships.
Accordingly, success in business requires that five key building blocks of good customer relationships be addressed effectively:
More than anything else, the key to being a success in business comes down to your ability to continue to find the answer to one critical question: “What do people love?” Answer that question week after week and organize your business around providing more of what your clients love and you can’t help but be successful.
About the Author
HARRY BECKWITH founded and heads his own marketing and advertising consulting firm, Beckwith Partners. This firm specializes in positioning, branding, customer retention and communication strategies. A graduate of Stanford University, Mr. Beckwith is the author of Selling the Invisible and The Invisible Touch. He is also widely recognized as a highly successful public speaker and teacher.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of What Clients Love (Harry Beckwith)
Building Block #1: Good planning
It’s easy to assume business plans are important because they tell what to do. This is incorrect – because too many of the assumptions will ultimately turn out to be wrong. The real value of a business plan lies in the planning process. Developing a business plan forces you to look at your business, your markets and your customers.
Therefore, to succeed in business, use your business plan to teach yourself what your clients love and will pay for.
The White Hot Center
In every industry, there is a “white hot center” where all the main action is taking place, and where the most influential people work. If you can identify and cultivate activities that are within this white hot center, you’ll attract far more attention and new customers.
To identify the white hot center for your field, ask
Who are considered to be the experts in my field?Which publications yield the most influence in my industry?Which trade shows showcase cutting edge products?Once you identify where the white hot center is, your challenge then becomes to develop an effective map and strategy for cultivating that white hot center. Do that and your clients will naturally love what you’re doing.
The 14 Principles of Good Business Planning
To develop better business plans:
Forget about trying to predict the future – and instead plan around the one factor that will never change: People will be willing to pay for what they love.Stop listening to your customers – and start observing what they do instead. Most customers will say one thing but do another. Take careful note of what they do.Never look at what others offered before – because that’s not where the real breakthroughs come from. Rather, search for the new and different. That’s the only way to differentiate yourself.Question authority – and welcome original thinking rather than politically correct group thinking.Always view an expert’s opinion with skepticism – and supplement expert advice by talking with some genuine customers. Find out what they love and will pay for more of in the future. Get some customers on the phone and chat.Forget research – because it can be too strongly influenced by how the questions are framed. Instead, talk to your customers. Find out what they really like, not merely what sounds good.Mistrust your own experience and memory – because they can become distorted over time without you even noticing.Question anything you feel certain about
