Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd – and sell anything to anyone.

From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today’s business battles. Filled with real tales of success and failure, it shows you how to:
# Fly a Jefferson Airplane. Everyone knows there’s a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd.
# Strike with a Velvet Sledgehammer. It’s not a hard sell. It’s not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home.
# Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street.
# Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.

Media: 4CDs OT | 64 kBit/s | 44.1 KHz | 16 bit | ~ 95 MB | ~ 3h26 mn

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Links:

http://hotfile.com/dl/27832268/4962fce/Harry_Beckwith_-_What_Clients_Love.abook.ws.rar.html