Who’s Your Customer?
1. What’s more important at your company?
A. New products, new customers, new territories, and new deals
B. Maintaining relationships with existing customers
2. Your CEO has a background in:
A. Finance or operations
B. Marketing, sales, or human resources
3. Your compensation plan:
A. Is productivity-oriented, based on quotas
B. Is based in part on quality of customer service
If you answered “A” to any of these questions, you need Passionate & Profitable: Why Customer Strategies Fail and 10 Steps to Do Them Right! (John Wiley & Sons, $28), by Lior Arussy, because your company has committed at least one of Arussy’s Fatal Mistakes. You’ll learn how to make your customer-oriented slogan worth more than the paper it’s printed on. — Tracy Staton
Are You Telling Me a Story?
Marketing wunderkind Seth Godin instructs us in the fine art of fibbing in his latest book, All Marketers Are Liars (Portfolio, $24). His key point? Facts aren’t as important as faith. Get consumers to believe in a product, and it won’t just seem to work better, it will work better. — T.S.
How to Beat the Bullies
You’re nice. We’re nice. But many people — let’s admit it — are not nice. They cut you off in traffic; their loud dogs wreck your sleep; they turn the workplace into a war zone. And most of us nice guys just let them leave tennis shoe tracks on our faces. Enough, say attorney Ronald Shapiro and negotiator Mark Jankowski in Bullies, Tyrants & Impossible People: How to Beat Them Without Joining Them (Crown Business, $25). Drawing on numerous real-life examples, the authors offer a rational plan for understanding and overcoming the various types of ulcer-building ogres.
— Chris Tucker