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What Clients Love: A Field Guide to Growing Your Business By Harry Beckwith ( Business Plus )
Release Date: 2003-01-02
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List Price: $21.95
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Product Description
Today's business tactics demand unique marketing plans that are practical and down-to-earth. Effective marketers know how to be clear, concise, and cut to the close. In WHAT CLIENTS LOVE, readers will learn how to pinpoint a company's position, define a brand and manage it so that it has full and overwhelming impact, and harness the changes that keep one's clients not only happy, but thrilled and grateful. In WHAT CLIENTS LOVE, Harry Beckwith reveals the four significant social changes that shape and accomplish what clients really love and need.
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Amazon.com Review
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
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 This guy is a tool ( kwanchangkang )
So far after reading the first 2 chapters, I have realized that Harry Beckwith is a blowhard. Nothing that the author talks about has helped me in my relationships with my customers. I would have been better off reading one of my children's books to myself in the mirror. This guys is a tool of the first order. I should have realized that after I saw the jacket cover. Regurgitated customer service principles from the upteenth person is irritating to say the least. Madison, this is your fault.
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 Skip This One ( javellan4 )
Frankly, most of this book focuses on 2 things:
1. Rehashing a lot of "Selling the Invisible" (which I'd strongly recommend over this one); and
2. A strong argument for building a brand (which, coincidentally, Mr. Beckwith's firm can do for you - who knew?)
If you've read "Selling the Invisible," there are about half a dozen or so nuggets of wisdom in this book; you need to make the decision if that's worth your money or not.
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 Over-Reaches and Repeats Material from "Selling the Invisible" ( geezerjock )
As a follow up book to the excellent "Selling the Invisible," I thought this book fell somewhat short of the mark. It rehashed some warmed over material from "Selling the Invisible." It lingered on some topics - like picking a company name - that I'm not sure were totally germane to the book's title.
There are some excellent sections on the importance of picking a great receptionist.
This is not a bad book, but its repetitive nature and off-topic meanderings earn it a three-star rating in my view, as contrasted with the five stars I gave "Selling the Invisible."
Like all of Beckwith's books, this one is very reader-friendly with bite-sized chapters you can knock off quickly.
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 Refreshing
What a refreshing and eye-opening book. This book highlights what is truly important in business-pleasing your customers. It will help you to sift through the everyday marketing propaganda and get down to what you need to do to make your clients happy-TODAY.
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Insightful
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.
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