Marketing Genius Author Harry Beckwith Interviewed
Marketing Genius Author Harry Beckwith Interviewed
Christian: I love all of your work and have applied it to my business with great benefits. So, tell me about your latest efforts.
Harry: My upcoming book is called "What Clients Love" and it is written from the client's point of view. It answers the question, "what makes a client do business with a company". We go from the birds eye view to the ground level.
Christian: Brilliant! Tell us more about it.
Harry: Part of the book deals with major world trends.
#1: The proliferation of information and choices.
#2: The decline of trust.
#3: The loss of community.
#4: The rise of intangibles & services.
Christian: Where do you get all of your ideas from?
Harry: From observing clients, I see trends and similar stories from a number of clients.
Christian: What are the top 3 tips you would give to small business owners?
Harry: Customers are less loyal today. Most businesses think they have great customer service, but as a consumer how often do we really feel like we get great customer service? In my experience, not very often. So, there's obviously something missing. The disconnect comes from businesses thinking that how well the product or service is delivered equals how great the customer service is. Customer service is about the relationship between the customer and the people at the company. A strong relationship = great customer service. In fact, the number one most critical rule for getting and keeping clients is to make them feel important.
Another important tip is to believe you can do better and then act on it. And, know that big business and small business are identical. Big businesses are small businesses with lots of people. Big businesses are usually over-staffed, and small businesses are usually understaffed. But the rules for getting and keeping clients are still the same.
Plus, the points I continually stress about service oriented businesses:
1) Price communicates value.
2) Recognize that all businesses have brands. - know what you are communicating. Building a brand is just as important for you as it is for McDonald's.
3) Visual Presentation/Packaging - ask "does this communicate quality?'
4) Understand the importance of relationships vs. service. - ask "What are you doing today to make your client feel important?"
Christian: What is 1 thing you would like people to know about you?
Harry: How sincere and passionate I am about what I write and what I teach.
Christian: Thanks you so much for taking the time to speak with me today. I've learned a lot and I can't wait to read your upcoming book!
Harry: It's been my pleasure.
What isn't in the interview, which I'm sneaking in here: After our interview Harry was running off to teach a 2nd grade class. He volunteers to teach boys without fathers because he knows how important of a role they play.
If you run your own business, you work for your clients. I recommend purchasing "What Clients Love" by Harry Beckwith. Read the book and then tell me what you think. Email: Yes@ChristianEm.com
Marketing Genius Author Harry Beckwith Interviewed - To learn more about this author, visit Christian Mickelsen's Website.
Like this article? Share it with your friends
"I love all of your work Harry!" Harry Beckwith, author of "Selling The Invisible", "The Invisible Touch", and the forthcoming book, "What Clients Love: A Field Guide To Growing Your Business" was a joy to interview because he's extremely rich in character and wisdom.
Christian: I love all of your work and have applied it to my business with great benefits. So, tell me about your latest efforts.
Harry: My upcoming book is called "What Clients Love" and it is written from the client's point of view. It answers the question, "what makes a client do business with a company". We go from the birds eye view to the ground level.
Christian: Brilliant! Tell us more about it.
Harry: Part of the book deals with major world trends.
#1: The proliferation of information and choices.
#2: The decline of trust.
#3: The loss of community.
#4: The rise of intangibles & services.
Christian: Where do you get all of your ideas from?
Harry: From observing clients, I see trends and similar stories from a number of clients.
Christian: What are the top 3 tips you would give to small business owners?
Harry: Customers are less loyal today. Most businesses think they have great customer service, but as a consumer how often do we really feel like we get great customer service? In my experience, not very often. So, there's obviously something missing. The disconnect comes from businesses thinking that how well the product or service is delivered equals how great the customer service is. Customer service is about the relationship between the customer and the people at the company. A strong relationship = great customer service. In fact, the number one most critical rule for getting and keeping clients is to make them feel important.
Another important tip is to believe you can do better and then act on it. And, know that big business and small business are identical. Big businesses are small businesses with lots of people. Big businesses are usually over-staffed, and small businesses are usually understaffed. But the rules for getting and keeping clients are still the same.
Plus, the points I continually stress about service oriented businesses:
1) Price communicates value.
2) Recognize that all businesses have brands. - know what you are communicating. Building a brand is just as important for you as it is for McDonald's.
3) Visual Presentation/Packaging - ask "does this communicate quality?'
4) Understand the importance of relationships vs. service. - ask "What are you doing today to make your client feel important?"
Christian: What is 1 thing you would like people to know about you?
Harry: How sincere and passionate I am about what I write and what I teach.
Christian: Thanks you so much for taking the time to speak with me today. I've learned a lot and I can't wait to read your upcoming book!
Harry: It's been my pleasure.
What isn't in the interview, which I'm sneaking in here: After our interview Harry was running off to teach a 2nd grade class. He volunteers to teach boys without fathers because he knows how important of a role they play.
If you run your own business, you work for your clients. I recommend purchasing "What Clients Love" by Harry Beckwith. Read the book and then tell me what you think. Email: Yes@ChristianEm.com
Marketing Genius Author Harry Beckwith Interviewed - To learn more about this author, visit Christian Mickelsen's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Christian's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
|
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 The Entrepreneurial Sweet Spot Valley of Death Instant Scripts Effective Art Of Networking Zero Based Budgeting |
|
 | ||
 |
Guide To ERP Software
Business Management Software | |
 |
Top 50 Blogs For Startups
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
