10 Questions With...Harry Beckwith

October 2003
Journal of Financial Planning;Oct2003, Vol. 16 Issue 10, p12
Academic Journal
This article presents an interview with author and consultant Harry Beckwith. Beckwith describes himself as a very poor pre-college student, yet he graduated winning a national collegiate journalism award as a freshman. Beckwith wrote his first book, Selling the Invisible, the first in what is now called the invisible trilogy. His latest book, What Clients Love: A Field Guide to Growing Your Business, was released earlier in 2003. After working for Carmichael-Lynch, he started his own small agency and, for a variety of reasons, it seems that smaller agencies attract services as clients. In his latest book, He uses McDonald's as an example of a classic, but simple, excellent service model. About 30 percent of his work is with financial services clients. Many flourish because they have almost a violent passion about their work and their relationships with clients. Planning is tedious and complex, and financial matters are sensitive and getting less understandable all the time. Being absolutely clear is the hardest thing in the world. There are a multitude of behaviors and attitudes that make up exceptional service to clients. First, the welcome is the magic moment in customer service.


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