Book Summary Preview : What Clients Love

The Big Idea
“From making a pitch to building a brand, designing a logo to closing the sale, this is a field guide to take with you to the front lines of today’s business battles.”

From the best-selling author of the classic “Selling the Invisible” comes another book filled with lessons learned from real-life stories in the current business environment. Designed for the busy executive (and made to fit nicely in your air travel carry-on) this book explores how the little details really matter in the art of keeping a fruitful and long-term relationship with clients.

Drawing your blueprints

Your possible business: Ask, “What would people love”?

Never mind what clients say they want. The truth is they don’t really know what they want! It’s up to you to make them realize that what you have to offer is exactly what they want. No client every thought of the ATM, or Disneyland, or Starbucks. These were concepts created by brilliant businessmen who sensed what clients (a.k.a. people) would love if you gave them a taste of it.

Other helpful tips at drawing your blueprints:

• Ponder over how you would beat your own business if you were in your competitor’s shoes. Then work at eliminating that weakness.
• Ask yourself “If I could start from scratch, how would I do things differently?”
• The value of planning is in the process. It teaches you more about your colleagues, clients, and your market.
• Find the “white hot center”. Every industry has one. This is the key area where influencers who will endorse your product to followers are located. These are the editors whose reviews dictate the trends of the industry.
• Nike found the white-hot center of running and later on, in basketball. They chose Michael Jordan, who wasn’t even first choice in that year’s pro draft of college players. Nike’s earliest contact with Tiger Woods was when he was playing golf as a freshman in high school.
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