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Summary
Summary
What to say, how to say it, and why it matters- communicating with authority and honesty in an age of mistrust.
Still struggling through the financial crisis that began in 2008, consumers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them.
Topics include-
The mechanics and mindset of communicating with trust and credibility
Choosing the right words- being positive, using plain English, being plausible, and personalizing a message
Structuring a message- putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's
Case studies from personal finance, consumer products, public utilities, and other areas
Author Notes
Gary DeMoss is director of Van Kampen Consulting, which provides communication and relationship skills training to financial advisors. He is a former award-winning corporate sales and marketing executive and continues to speak to industry groups on sales and marketing topics. He has a bachelor's degree in business from Miami University, Oxford, Ohio.
(Bowker Author Biography)
Reviews 1
Publisher's Weekly Review
As CEO of his own communications consulting firm, research strategist Maslansky advises clients like Starbucks, Bank of America and Microsoft on successfully communicating with their customers, an effort he admits is far more challenging in the shaky economic aftermath of the 2008 financial collapse: as a nation, we are more distrustful than ever that the government and other major institutions are looking out for the interests of average citizens and customers. To combat rising skepticism, Maslansky's offers a step-by-step strategy for "credible communication" based in quantitative and qualitative research, including input from focus groups and surveys demonstrating people's responses to different forms of messaging, and real-world examples from a number of industries, including finance and politics (contrasting, for example, President Obama's campaign messages with then-Senator Hillary Clinton's). Key to his approach are four messaging principles-being personal, plainspoken, positive, and plausible-and the idea of listening to and prioritizing customers' interests. Along with executives from Van Kampen Investments and Consulting, Maslansky clearly and convincingly demonstrates that words do matter, almost as much as how they're said. (May) Copyright 2010 Reed Business Information.
