If you were a scientist, you would surely look to the immutable laws of nature with enormous respect. Knowing and respecting the law of gravity, for example, would make it easy for you to predict with great precision the high tides and low tides of the world s oceans each day. Conversely, if your neighbors on either side of you did not understand the laws of gravity, but they still wanted to take you on in a tide-predicting contest, you would definitely have a ridiculous advantage over them---so I would put all my money and then some on you. If there is such a thing as an immutable law of sales and service, I believe that Nurture is probably it, and I think Jim Cecil and Eric Rabinowitz have written a clear and powerful book on it. It s powerful because, once you actually embrace and apply the concepts in the following pages, you definitely acquire a clear advantage over your competitors. This is more than my opinion. For 15 years I ve watched dozens of high-profile companies glean the magic of Nurture from Jim Cecil and, more recently, Eric Rabinowitz. The case histories are available and speak for themselves. When consistently applied with high integrity and care, Nurture not only works, it works wonders for a company s relationships with its customers, and therefore its bottom line. There is nothing mysterious about Nurture. Think of it as a series of simple truths that can easily be converted into a stunning sales and service strategy. For example, it s true that we live and work in a competitive environment. It s probably also true that your top competitors offer products and services that are similar or equivalent to yours. Nurture would convert this simple truth into a clear strategy such as: All other things being equal, the one thing that will constantly distinguish you from your competitors is the quality of your customer communication and relationships. Therefore, stop pressing for the order, and start nurturing the relationship. Here
About Karin Rex:
1989, Karin has owned Geeky Girl, LLC, a technology training and technical writing organization based in southeastern Pennsylvania, where she devotes her time to writing, course development (elearning, synchronous and traditional), consulting, teaching, and speaking.
Karin's previous books include Internet Search Techniques (Ziff-Davis Publishing), The Internet Illuminated (Skillpath Publications), Nurturing Customer Relationships (Nurture Institute Press) and Computers in Clinical Practice (American College of Physicians). In addition to these books, Karin has written hundreds of user guides, reference manuals, tutorials and course manuals for a wide variety of corporate clients. Additionally, Karin teaches university courses in professional and technical writing.
Karin is a pioneer in online learning, having been involved since 1996 as a course developer and instructor for a variety of online learning institutions. Karin is a certified synchronous facilitator, designer and producer with a master's degree in professional writing.
