Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships

Theme for the day: The connection between customer belief and profits

Written on October 30, 2009 – 12:32 am | by Steve Yastrow |

There is a direct connection between what your customers believe about you and how much money you make.

What your customers believe about you – consciously or sub-consciously – influences your customers’ actions.  If customers’ beliefs about you are clear, compelling, powerful, motivating and differentiating, they will act in ways that improve your business results.  If, on the other hand, their beliefs about you are not clear, compelling, powerful, motivating and differentiating, their actions will not improve your business results as much as is possible.

Advertising, PR, customer service, product development … everything you do … is secondary.  What you do only matters if it helps customers do things.  And what influences customers to do things?  What they believe.

RSS feed | Trackback URI

Comments - Add yours! »

No comments yet.

Name (required)
E-mail (required - never shown publicly)
URI
Subscribe to comments via email
Your Comment (smaller size | larger size)
You may use <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong> in your comment.

Related Posts

  • What businesses can learn from non-profits Steve has a very interesting newsletter today about What businesses...

  • 3 Tips for Better Customer Conversations What’s my answer when somebody asks me for 3 Tips...

  • Reinventing the Brand Called You In 1997 my mentor/guru/client Tom Peters published a ground-breaking article...

  • Close Enough for Government Work Which organization is likely to go out of its way...

  • Letting the word in vs. Getting the word out The direction of marketing has changed 180 degrees. While marketers...

    Related posts brought to you by Yet Another Related Posts Plugin.

    • books

    Steve’s Books

    "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

    Steve is the author of Brand Harmony and the newly published We: The Ideal Customer Relationship. Learn more and order direct from our Products page, or from Amazon.

    Interviews with Steve

    Microsoft's Retailspeak interview with Steve

    Tom Peters' First Cool Friends interview with Steve

    Tom Peters' Second Cool Friends interview with Steve

    About Steve Yastrow and Yastrow & Company

    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."

    For more information, see our About page.