Harry Beckwith, author of the marketing classics Selling the Invisible and The Invisible Touch, offers with What Clients Love valuable insights for effective communication in the modern business world.
About the book
This book is a practical guide for anyone who wants to learn how to sell successfully, build a brand, or make a pitch. With practical examples, Beckwith shows how to apply customer focus and stand out in a busy market.
Key points
- Coming up with a striking name: like a surprising combination that attracts attention
- Finding the right balance in sales techniques: between modesty and conviction
- Communicating clearly and simply: explaining as if to a layperson, for example in French
- Focus on detail and the bigger picture: doing small things well leads to successful business
Target audience and use
This learning material is suitable for professionals, entrepreneurs, and anyone who wants to improve their commercial skills. It can be effectively used for self-study, work, and education, with attention to language comprehension and communication levels up to and including C2.
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