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.
"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." Mike LoConte, President, Advantage Systems, Inc.
"This book helps businesses to 'see the forest,' to step back and analyze their customer relationships — and that is vital in today's competitive environment. Using the dating analogy really helps businesses understand how important and fragile the customer relationship can be. Take time to do the exercises outlined in this workbook and your business will be better for it." Alan Bishop, Managing Partner, Finger Lakes Radio Group
"Mike Pallini is the consummate salesperson. His focus is unfailingly on the customer and his or her needs. He is uniquely qualified to guide you through the maze of courting and 'marrying' your customers." William M. Cloutier, Executive Vice President, RegionalHelpWanted.com, Inc.
