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Book Review: We by Steve Yastrow

A while back, I posted my interview with Steve Yastrow, author of We: The Ideal Customer Relationship and Brand Harmony. I just finished We and wanted to share my thoughts.

Too often in marketing, we focus on attaining a new customer. How can we get their attention? What will make them buy? But, as Steve points out in his book, equally important is building a relationship with that client once we’ve attained them.

There are two ways your clients can think of you:

  • Us and them: client thinks of you as having separate goals and needs than he does
  • We: client considers you almost an extension of himself, and knows that your goals are aligned

So how do you create a “We relationship?” It’s all about listening. Rather than forcing your agenda down a client’s throat (X Product comes with this feature! This benefit!), listen to what they’re saying and what they need.

Also, be present. When you’re talking to a client, don’t think about your next appointment or the Red Sox game. Pay complete attention to the person you’re speaking to.

In order to create a memorable encounter with a client (or potential), Steve says you must:

  • Engage in the Moment
  • Create Conversation
  • Make it Unique

This is a great book by Steve Yastrow, and I highly recommend it, no matter what your role at your company.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

This Post Has 2 Comments
  1. Susan –

    Thanks for the thoughtful reading of We and for your comments. I hope your readers take this chance to think about how customer relationships are their most valuable assets, especially in tough economic times.

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