Complete Story
10/15/2020
010. A New Way to Look at Your Brand: Crafting a Story Your Customers Care About
Instructor: Steve Yastrow
Sunday, March 14, 2021, 1:00 – 4:30 p.m.
Why are most marketing messages ignored? Because companies communicate information that isn’t important to customers, in formats that don’t connect with customers. In this course, Steve will describe how your customers think in stories, not in bullet points. And the stories your customers care about most are stories about themselves, not about you. Steve will teach you that “your brand is not what you say you are, it’s what your customers think you are,” and describe ways to craft customer-centered brand stories that will motivate customers to want to do business with you – and not with your competition.
Steve Yastrow
Steve Yastrow is the author of three books, Ditch the Pitch, We: The Ideal Customer Relationship and Brand Harmony. Management guru Tom Peters said, “When Steve Yastrow writes, I pay close attention.” Seth Godin wrote that Ditch the Pitch “gives salespeople the courage to be human.” Steve’s in-depth, real world experience advising hundreds of companies and organizations inform his practical, proven approach to driving business results. He has been a keynote speaker for more than 20 years, speaking to hundreds of organizations. He is a former senior marketing executive with Hyatt Hotels and is now president of his own consulting firm, Yastrow & Company.
Bookstore
Selling Through Tough Times
Paul Reilly
As a sales professional, you know that it’s harder to sell in tough times―whether it’s a recession, industry-wide challenge, or global pandemic. You may also have noticed that some salespeople and managers not only survive but thrive through tough times. How do they do it? What do they do to thrive through adversity?
Paul Reilly explains it all in Selling Through Tough Times: Customers buy differently in tough times, so salespeople need to sell differently in tough times. In this eye-opening and indispensable guide, he shows how to develop the right mindset and adapt your skills to prevail in even the most challenging selling climate. His plan includes both immediate, hands-on action plans (including six Daily Mental Flex activities) as well as longer-range strategies to ensure you (and your team) never get caught on the back foot again.
While the principles of selling are constant, Reilly demonstrates how changing your tactics in tough times will not only help you through current difficulties but help you emerge stronger. You’ll discover how to redefine value in customer terms, reposition products and services, and how employ different persuasion tactics. You’ll also learn how to select and pursue the right opportunities, win more deals, and―crucially―protect profit by embracing the “tough timers” mental attitude.
Tough times are inevitable and often unpredictable. But in Selling Through Tough Times, you’ll find the tools and mindset you need to power through them―and come out on top.
Visit www.ToughTimer.com and complete the 30-Day Tough-Timer Challenge.
