Steve Yastrow

Be Fresh

A friend was leafing through the pages of my book We yesterday, stopping on page 90 to comment on this sentence:

“No matter what the interaction is, it is always possible to make it less formulaic and scripted.”

I don’t care how many times the hotel clerk has checked people in, I don’t care how many times the doctor has described a condition, I don’t care how many times you have been a certain type of situation, it is possible – and necessary – to make the person you interact with feel that this is a unique, fresh, unscripted encounter that you have prepared just for her, as if it were the first time you have done it.

Be aware today of freshness.  Notice if people are replaying used scripts as they talk to you, notice if you are doing the same.  Notice how easy it is for you to discern if someone is formulaic and scripted, think of how easy it must be for others to know when you are.

Be fresh!  (For this kind of freshness, you won’t get slapped.)

Posted in Customer Encounters, Steve's Books | 4 Comments »

New Book, New Blog

Over the past few years, I’ve been writing my new book, We: The Ideal Customer Relationship, and blogging as a contributor on tompeters.com. We arrives in retail stores this week, and to coincide with the book launch I’m starting this blog. My work on customer relationships, combined with new ideas on marketing, branding and unleashing the latent profit in businesses, has produced ideas to share. I will still contribute to tompeters.com, where the community is always full of interesting comments and debate.

Also, I will bring my newsletter out of its dormant state, and it will begin a semi-monthly publication in mid-February. The newsletter articles will be a bit more in-depth than the blog posts, and not as frequent, focusing on different topics at a given time.

Posted in Announcements, Steve's Books | 3 Comments »