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Today’s newsletter, Everyone Can Sell, focuses on a truth about success in business: Career success is less about technical skills, and more about the ability to sell and persuade. The good news: You don’t have to be a salesperson to sell. You need to be really good at creating We relationships. More good news: No matter how good you are now, you can become better at creating We relationships. Make it a habit.
Here's a short video I recorded this morning at London's Heathrow Airport, after reading an article on new marketing technologies in the July UK edition of Wired Magazine. What I'm talking ...
Many hours in airplanes, the beautiful Indian Ocean, and a chance to practice "now." One of the things I really like about traveling to far-away time zones is the ...
Today's newsletter is called "The Encounter Habit." Here's the rub: Relationship-building encounters are the most important products you produce, every day. At any moment during a customer interaction, monitor ...
Every day we're on the phone with people, and we notice they are going through emails, or surfing the web, while talking with us. Everyone I speak with has this ...
Don't just be your job. Be you. Be irreplaceable. This is a post I published on tompeters.com today. When creating relationship-building encounters with a customer, it's critical that you interact in ...
It's Day 2 of my 17-day odyssey, sharing ideas with people from Seattle to Mauritius. I'm writing while on a flight from Seattle to Newark, 25 rows behind Rudy Giuliani, who ...
Last night began a 17-day odyssey, with travels taking me to speaking events in Seattle, New Jersey, Mauritius (look on your globe a few inches to the right of Madagascar), ...
Entropy is one of the most powerful forces in the universe. It is the tendency for systems to move from states of order to states of disorder. Line up all ...
Apparently, a Microsoft executive read this post of mine on tompeters.com. That led to an interview with Microsoft's Retailspeak magazine. Here's a link to the interview.SHARETHIS.addEntry({ title: "Recalibration Interview", url: ...
Chicago's Daily Herald features a business editorial discussing the importance of We customer relationships in today's economy.
Microsoft's Retailspeak asks Steve how recalibrating for today's economy can help retailers thrive.
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Encounters: The Building Blocks of We Relationships (Adobe PDF)
"When Steve Yastrow writes, I pay close attention"
- Tom Peters
"I had to buy two copies. The first one is so dog-eared and underlined I couldn't read it any longer."
- Seth Godin
In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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