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Harry Beckwith

Keiiti Sakamoto

What Clients Love: A Field Guide to Growing Your Business Hardcover – January 2, 2003

by Harry Beckwith (Author)

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Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: * Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. * Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. * Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.

Print length

304 pages
Language

English
Publisher

Business Plus
Publication date

January 2, 2003
Dimensions

5.33 x 1.13 x 7.88 inches
ISBN-10

0446527556
ISBN-13

978-0446527552
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Editorial Reviews

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, Kinkos, Starbucks, and Ian Schragers boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwiths 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.

Beckwiths advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from televisions Sex and the City to nihilistic philosopher Nietzsche. Yet the books 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

From Publishers Weekly

The author of Selling the Invisible tries to top that book's bestselling success with this breezy collection of one- to two-page friendly lecturettes on how to keep your business profitable. He might just do so, as it's difficult to imagine a book better suited in format to harried executives: they could gulp down the entire volume over the course of a single flight. Beckwith has somehow also managed to take a format where so many authors have tried and failed, and written a useful, direct and even at times inspiring book. In this age of information overload, Beckwith pulls some valuable lessons out of the bygone days of the 1970s, when, he says, consumers had infinitely fewer products and services to choose from, but seemed generally happier. Other valuable lessons for today's hard-charging businessperson include: "Hard sales lose business," "No superlatives" and, in order to understand how to run a successful business, "Study Starbucks." Beckwith is even able to take a simple thing like a name-e.g., Kinko's-and show how that chain was able, through its name (although the ubiquity of its open all-day-and-night locations didn't hurt), to crush the competition, whose names all sounded alike (e.g., InstyPrint, SpeedyPrint, etc.). Pocket-sized and packed with nuggets of wisdom, this is a rare winner in a glutted field.
Copyright 2002 Reed Business Information, Inc.

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Product details

Publisher ‏ : ‎ Business Plus (January 2, 2003)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 304 pages
ISBN-10 ‏ : ‎ 0446527556
ISBN-13 ‏ : ‎ 978-0446527552
Item Weight ‏ : ‎ 12.5 ounces
Dimensions ‏ : ‎ 5.33 x 1.13 x 7.88 inches

Best Sellers Rank: #1,649,404 in Books (See Top 100 in Books)
- #1,083 in Market Research Business (Books)
- #1,705 in Customer Relations (Books)
- #48,567 in Business Management & Leadership (Books)

Customer Reviews:
62 ratings

About the authors

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Harry Beckwith
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Harry Beckwith is a frequent guest lecturer for many national corporations, including ABC, Inc., BellSouth Corporation, Norwest Corporation, and Marsh & McLennan Companies, Inc., among others. He lives in Minneapolis, Minnesota.
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Keiiti Sakamoto
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Carlos N. Velez

Extraordinary...

Reviewed in the United States on January 30, 2003

Verified Purchase

Upon completing my first read of this "simple" book, I found myself not only reviewing the numerous dog-eared pages & notes I took (Notes? Who takes notes in books anymore?), I also found myself turning all the way back to Page 1 to start reading it all over again. I'm sure there are a few nuggets of wisdom that I've missed.
There are very few business books worth a second read. This is one of them. If you're an executive at any level in any kind of business (service or otherwise) this book could be extremely helpful both in your current business and in future opportunities. Even job seekers and entrepreneurs would benefit from this book.
I'm buying copies of this book for a few of my friends. It's that good. Thank you, Mr. B!

6 people found this helpful

Helpful

Skip This One

Reviewed in the United States on August 28, 2008

Verified Purchase

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.

4 people found this helpful

Helpful

Alan C.

Excellent book

Reviewed in the United States on March 7, 2013

Verified Purchase

I use it in my marketing classes as a supplemental text to the more ponderous classic textbooks. It is an excellent, inexpensive, easy-to-read reference book. It is, essentially, an up-to-date rehash of Harry Beckworth's classic "Selling the Invisible," which is getting harder to find.

One person found this helpful

Helpful

CADJewellerySkills

Too clever for his own good

Reviewed in the United States on July 24, 2006

Verified Purchase

Over the years, the author has gained some real business wisdom he's willing to share, but the amount of wading through self-invented catchphrases, inscrutable organization and bad writing you have to do to get to it makes it almost not worth the trouble.

Reading this book, it's almost sounds as if this guy wrote this book mostly for the purpose of sounding clever, at the expense of content and practical advice. Unfortunately for the reader, the book tends to give the impression that this guy's primary talent lies in flattering the very rich or soon to be rich rather than actually helping people grow their business.

4 people found this helpful

Helpful

John

Beckwith gets it.

Reviewed in the United States on August 7, 2015

Verified Purchase

Ogilvy, Bernbach, Gossage, Burnett, Trout & Ries, Roy Williams... and Beckwith. These guys all know their stuff. Solid, common sense, and usable information. Be sure you get Selling the Invisible first.

Reviewed in the United States on March 20, 2011

Verified Purchase

I loved Harry's first book, and this one is even better. While I don't agree with all the advice, he certainly nails the decision points and helps you make any marketing or sales more effective.

3 people found this helpful

Helpful

Joe

Good stuff!

Reviewed in the United States on February 12, 2010

Verified Purchase

Like most Harry Beckwith books (there are four), this is a good read. Mostly, it's things you know...but, don't act on in the day-to-day course of doing business.

One person found this helpful

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Sandro Torres

Fast deliver and good product

Reviewed in the United States on October 15, 2018

Verified Purchase

Fast deliver and good product

Helpful

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Behram Ghista

Go for it

Reviewed in India on February 19, 2018

Verified Purchase

Wonderful book. Well worth reading with great stories highlighting important points about how to market oneself effectively in this highly competitive world.

くろふねの洋書まにあ

実践との架け橋になる書籍。

Reviewed in Japan on March 6, 2003

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2 people found this helpful

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