- Hardcover: 282 pages
- Publisher: McGraw-Hill Education; 1 edition (June 2, 2008)
- Language: English
- ISBN-10: 0071592784
- ISBN-13: 978-0071592789
- Product Dimensions: 6.3 x 1 x 9.3 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 9 customer reviews
- Amazon Best Sellers Rank: #2,072,850 in Books (See Top 100 in Books)
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How You Do... What You Do: Create Service Excellence That Wins Clients For Life 1st Edition
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From the Back Cover
Executive Praise forHow You Do…What You Do
“How You Do. . .What You Do is a great read with immediate application! Bob's extensive experience validates how service wins in today's marketplace.”-Duncan Mac Naughton, Executive Vice President, SUPERVALU
“How You Do. . .What You Do showcases the full range of skills, strategies, and commitments that are required to become a top performing service organization. It is an inspirational book.”-John J. Lewis, President & CEO North America , The Nielsen Company
“I have experienced first hand the insights and reflections Bob has captured in How You Do. . .What You Do. If you will allow just a measure of Bob's passion and knowledge to impact your life you will be on your way to providing service clients truly appreciate.”-John Thompson COO, CROSSMARK
“How You Do. . .What You Do's messages are grounded in the reality of business. Anybody who wants to understand the competitive advantages that come from a service mentality must read this book.”-Art Drogue, Senior Vice President Customer Development, Unilever USA
“Bob Livingston provides a simple method for implementing world class service that will grow any business. Read this book and you will return your investment a thousand fold.”-Steve Schmidt, CEO, Office Depot Business Solutions
About the Author
Bob Livingston is CEO of REL Communications, a consulting group specializing in company, team, and personal transformations. In writing this book, Bob has drawn upon his personal experiences, insightful observations, and esteemed career as a senior sales executive with Unilever and a respected consultant to the consumer products industry.
Top customer reviews
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Bob Livingston achieves his objective of presenting a comprehensive, cohesive, and cost-effective program that (with appropriate modifications, of course) could be put in place by almost any company, whatever its size and nature may be. I think that his book can also be of substantial value to individuals in sales, especially those who are relatively inexperienced although much of what he shares could serve as "reminders" to sales managers.
Obviously, the best an organization can do to support its sales initiatives (as opposed to its marketing initiatives) is to "free up" its salespersons - as much as possible - from responsibilities that are unrelated to the cultivation, solicitation, and post-sale process. Less time consumed by paperwork means more time available to nourish customer relationships. A company can maintain zero-defect quality control of each product it sells. It can also ensure that there are no foul-ups with order processing, delivery, invoicing, and technical service. An appropriate analogy would be to carrier jet pilots who also depend on an efficient system to provide the information they need, then get them and their planes safely on their way to each target destination. As Livingston explains very well, companies should be customer-centric, indeed customer-driven and develop a culture that recognizes what Peter Drucker observed decades ago: "If you don't have a customer, you don't have a business."
Of course, selling today must take into full account that customers have more choices than ever before, that many (if not most) products are commodities or at least widely viewed that way, and that in general, customers are much better informed than in years past, largely because of immediate access to more and better information, much of it provided by Web sites. (There are several Web sites that direct people to other Web sites. They function as an electronic concierge" and can be quite helpful.) Purchase decisions - including the decision to purchase nothing now or soon - usually involve several people (what Michael Boylan characterizes as a "circle of influence") rather than a single decision-maker, so cultivation strategies must be diversified and "customized" and yet (somehow) coordinated effectively. If you don't think that's tricky, try doing it.
As Livingston fully understands, no sales program or system such as his (or anyone else's) can ever replace a knowledgeable, likeable, principled, and energetic salesperson, nor was it intended to be. On the contrary, it should be viewed as an enabling device that saves a salesperson precious time and energy, improves identification and pre-qualification of prospective customers, and in other ways (to repeat) "frees up" her or him to focus on cultivation and solicitation initiatives.
His book will help those in sales to gain a better understand of what to do...and how to do it. (Those who read between lines will also get some tips on what not to do...and how not to do it.) Livingston's book can also help CEOs and other C-level executives to gain a better understanding of why a customer-centric, indeed customer-driven culture must be established and then sustained.
Those who share my high regard for this book are urged to check out Joseph Michelli's The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz Carlton Hotel Company and two of Leonard Berry's books, On Great Service: A Framework for Action and Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success as well as Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force co-authored by Ben McConnell and Jackie Huba.
You will want to photocopy sections of this book for your staff, bosses and clients alike. You will find yourself coming back to it over and over again. HYDWYD will be your valued asset in engaging those around you in service minded behavior. After all it is about the "how" you do "what" you do...
Bob is clearly the real life depiction of "how you do, what you do!" I can easily endorse Bob and his book without reservation.