Products

"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

Buy from Amazon.com: We: The Ideal Customer Relationship

Email Joanne Glass at joanne@yastrow.com for our quantity discount on We: $15.00 each if 5 or more copies are purchased.

When thinking of their relationship with you, do your customers think "We" or "Us & Them?"
 
So starts Steve Yastrow's new book, We: The Ideal Customer Relationship. With a fresh, provocative look at how to connect with customers, Steve helps readers understand how to differentiate their businesses in a meaningful way.
 
Customers have more product and service choices than ever before, making it very difficult for them to distinguish your business solely on the merit of your product and service offerings. What can differentiate your business in the minds of customers, however, is the relationship the customer has with you. A competitor may sell a similar product, but the relationship you have with each customer can be unique.
 
And what is the best kind of customer relationship? A "We" relationship, where the customer sees you not as a vendor or a provider, but as a collaborator. Through interviews, research, ideas, and insights, Steve offers a roadmap to better results through better customer relationships. In this book, you will read about...
 
• How to create relationship-building encounters, instead of relationship-eroding transactions
• How to connect multiple customer encounters into an ongoing conversation that creates a strong We relationship
• The power of We among many—a relationship between many people in your organization and your customers
 
We is both a manifesto and a how-to guide that will change the way you interact with customers ... and change the way your customers think about you.
 
Click here to read praise about We.
 
ISBN-13: 9781590791219
Format: Hardcover, 224 pp
Publisher: Select Books, Inc.
Pub. Date: October 2007

Buy Paperback from Amazon.com: Brand Harmony
Buy Hardcover from Amazon.com: Brand Harmony

Connecting with today's customers is harder than ever. They are bombarded with sales pitches from every direction, and have learned to be skeptical of the promises companies make. It takes a lot more to win over these savvy buyers than a clever ad or a catchy slogan.
 
Unfortunately, many companies still rely on the advertising-driven practice of brute force branding to reach their customers and build their brands, interrupting their customers with hundreds of advertising and promotional messages everyday. Marketers act as if customers of today are still as impressionable as customers of fifty years ago. They aren't.
 
Customers have started saying, "Prove it," but marketers are still saying, "Order today!" Customers have started asking, "What's in it for me?" but marketers are still saying, "New and improved!" Oops. There must be a better way.
 
With his fresh, innovative approach to marketing and branding, Steve Yastrow shows how companies can successfully create Brand Harmony in the minds of their customers by aligning their entire organization to tell one cumulative story.
 
Brand Harmony takes marketing beyond the marketing department, showing how people throughout an organization need to "Be the Brand" in order to create comprehensive, company-wide messages that customers will understand and believe.
 
Steve shows how all companies, from sole proprietorships to the Fortune 500, can use the power of Brand Harmony to improve their results. The book includes a series of how-to exercises based on Yastrow's proven methods and real-life examples, which walk the reader through each stage of the branding process.
 
Click here to read praise about Brand Harmony.
 
ISBN-13: 9781590791998
Format: Paperback, 160 pp
Publisher: Select Books, Inc.
Pub. Date: May 2010

 
Encounters:
The Building Blocks of We Relationships

Price: Free!

Encounters- Download Now (Adobe PDF)

Each time you interact with a customer, you want to create a relationship-building encounter, and not a relationship-eroding transaction. Encounters are the building blocks of strong customer relationships.
 
If you want an edge to your sales technique that you will put you ahead of the competition, you need to learn how to create encounters with your customers.
 
In this 20-page ebook, Encounters: The Building Blocks of We Relationships, Steve teaches you how you and your customer can be in-tune and fully-committed to the moment together, how to encourage interactive dialogue with your customer, and how to throw your sales script out the window. Put these ideas to work and you'll discover the beauty of a true encounter—a stronger relationship with your customer.
 
In this eBook you'll:
• Master the three elements of an encounter: Engagement in the Moment, Conversation, and Uniqueness
• Optimize your next encounter through preparation, being "in the moment," and following up afterward
• Use the Encounter Wallet Card to help you integrate these ideas into your upcoming customer reactions
 
ISBN-13: 9780979994906
Format: PDF, 24 pp
Publisher: Acanthus Publishing
Pub. Date: November 2007
 

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