Isn’t it frustrating when a salesperson walks you through their pitch, from start to finish? Wouldn’t you be more interested if the salesperson followed the conversation path you were interested in, instead of the path he had planned in advance.
Today’s newsletter, Find Your Customer’s Path, focuses on a key way to engage your customer when you ditch the pitch.
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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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