1 of 2 people found the following review helpful
Exceptional buzz for the busy business,
This review is from: Grow Your Service Firm (Paperback)
"Marketing is not a battle for the product but for the mind of the customer . . ." - it's a great start when an author in your industry has views which align so exactly with your own. Robert's call for service firms to become experts is backed up by short and snappy chapter after chapter each crackling with hot spots of quick-fire information. Educating not selling...identifying what makes you stuck...why clients defect (and why they never tell the truth about this). 'Growing your Service Firm' moves quickly from idea to idea at the sort of level you'd expect in a business consultation or conversation - headlines not detail - things to focus on not 'How Tos'. There are some areas in common with my book which demonstrates the common mistakes retailers make: Catching the Chameleon: The Everyday Mistakes Retailers Make, for example how to speak to customers so that you engage what interests them, not you. In my book I use specific examples of before and after showing how to rewrite an ad. Robert's approach is to give some before and after anecdotes of the effect his advice has had on a service firm rather than a step-by-step How To. I really like the FastStrat worksheets and the tables for calculating the effect of price on profitability. It's a handy tool to be able to use with clients to show how much turnover they would have to lose or gain to make price falls and rises neutral on profits. In my work as a B2B marketing consultant I will definitely be referring to these.