|
WME Feature Book Review: Courting the Customer
Author: Michael Pallini A workbook to help you better understand the relationship between you and your “ideal customer.”
 Most
businesses are started with a vision and a dream. Realizing that
dream depends upon how well one can build solid, profitable
relationships with “ideal customers.” So notes author and
marketing professional, Michael Pallini, in his new book,
Courting the Customer: A workbook to help you better understand
the relationship between you and your Ideal Customer.
Pallini’s book outlines the steps needed to develop such
relationships and offers guidance on how to better understand
customers, how to gain their trust, and how to fulfill their
needs.
“It’s that attitude of giving the customer what he or she wants
that is the precursor to true success in a new business,” writes
Pallini. “Businesses that have achieved a true relationship with
their customers have an extremely loyal customer base. And to
achieve this, one must learn to court the customer – as if you
were dating.”
Throughout the book, the author poses questions that will really
make the reader think. Questions such as: What does your ideal
customer look like? How do you communicate with your ideal
customer? What do you need to start doing to make them
satisfied? Based on his experience, he acknowledges that most
new business owners are so busy working “on” the business, they
forget about working “in” the business – they forget that their
focus must be on the Ideal Customer for whom they started the
business in the first place.
Mike LoConte, President of Advantage Systems, Inc. states,
“Everyone in business should read this book…Knowing how to
understand and treat your customer is essential to success.
Pallini keeps it simple and puts it in a context that makes it
easy to understand.”
William M. Clutier, Executive Vice President of
RegionalHelpWanted.com, Inc, says this about the author. “Mike
Pallini is the consummate salesperson. His focus in unfailingly
on the customer and his or her needs.” Courting Your Customer
reflects Pallini’s passion for customers.
This is a book that can be read at the airport, on the plane, or
in any situation where you find yourself with a bit of time on
your hands. Although a quick read, it offers some wonderful tips
and insights on how to create an environment where you and your
customers will be ready to tie the knot for a long, fulfilling
relationship. |
