Conference Documentation

Participants will get a free copy of Harry Beckwiths' latest book :
"What Clients Love"

About the book :
In WHAT CLIENTS LOVE, Harry Beckwith once again discusses effective business tactics with the practical, down-to-earth style that has made him a bestselling author and trusted marketing expert. Beckwith explains the sheer simplicity of a marketing plan-how to find your company's position, how to define a brand, and how to manage that brand so it has its full and overwhelming impact. With sections such as "Thinking and Planning," "Communicating," and "Serving the Client," Beckwith shows how effective marketers need to be brief, succinct and "cut to the close." WHAT CLIENTS LOVE also reveals the very nature of a service-and why the phrase "pushing the product" itself begins to suggest why this more aggressive approach fails, since you cannot "push" a relationship, as people know from their failed attempts to do so in non-business relationships.