Power has fundamentally shifted to customers; from markets of surplus demand to those of surplus supply. Customers are more different and discerning, untrusting and promiscuous. The old ways of attracting, serving and retaining customers no longer work. Communications are still arrogant campaigns rather than conversations between equals. Channels are still push tubes rather than pull networks. Products and service delivery are good in terms of standardising quality, but miss the fact that every customer and application is different.

An "outside in" business is the opposite of our more typical inside out model. It starts with the customer, their needs and wants, expectations and aspirations, then works backwards to deliver what matters to them in a profitable way. It recognizes that customer power is a force to work with, not against - in order to do business where, how, and when customers want.

Customer Genius offers you a more intelligent and imaginative approach to customers. It starts from how customers see the world, what they seek to achieve and the context in which they see your business as part of that activity or ambition. It reaches deeper into the customer psyche, reaching beyond superficial research averages, beyond articulating needs and wants based on convention, to what motivates and inspires them. And as a result, learns to work on their terms -- inverting the way we do business, pull rather than push, understanding where, when and how they want to do work with us. It recognizes that customers expect companies to do more for people -- to go beyond the product, the transaction, to add more value to their lives, helping them to achieve what they couldn't otherwise.

They will return this commitment -- through trust and loyalty - not through incentives and rewards, but through becoming an essential and enabling part of their lives. Customer Genius gives you the knowledge, capabilities and inspiration to address your relevant customer challenges in practical and profitable ways.

 

Forget the endless communication techniques already out there, Talk Less, Say More shows readers how to grab the attention of even the most distracted by boiling-down the keys to effective communication into three main principles: Connect, Convey, Convince. The author's message is simple: after you learn to connect with people, convey your message, and convince them that your message is important, you will be able to increase your power and influence in any business or social situation.

Whether you're a business leader, emerging leader, or salesperson, you need to persuade others to succeed. This book will get you there. It will help you cut through distractions, demands, and information overload to get real results.

Author Connie Dieken coaches leaders to communicate with purpose. She'll help you instantly gain more power and influence while spending less time being tuned out.

With this book's fast-paced, no-nonsense style, you'll discover Connie's Connect-Convey-Convince methodology. These three powerfully simple habits will help you: