| Refined from years of sales and marketing experience in the broadcast medium, Michael Pallini's insights into building customer relationships are — like his dating analogies — startlingly simple, but deeply rewarding if pursued successfully.
From helping you revisit why you started your business in the first place, to identifying your Ideal Customers, to forming and maintaining long-term relationships with them, this book walks you through exercises that will focus you on your business, not on general suggestions, or someone else's success story.
Each chapter focuses on a basic step in the process and ends with a page or two of exercises in which you'll apply that step to your own business. Chapter 9 helps you review and pull together all you've learned about yourself, your business, and your customers. Then, Chapter 10 provides a complete set of worksheets for identifying, planning, and budgeting the Change Projects you need to implement, organized into a seven-step process. |