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The Welcomer Edge: Unlocking the Secrets to Repeat Business

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  • Posted April 9, 2013

    The Welcomer Edge by Richard Shapiro explores the customer exper

    The Welcomer Edge by Richard Shapiro explores the customer experience that converts first time customers into repeat buyers. Richard characterizes four types of sales persons; highlighting the advantage ‘welcomers’ have over others not so personally engaging.

    - Welcomers draw new customers to a business and keep them by establishing a relationship with their clients.
    - Robots go through the motions in their client interactions and do not create a personal connection.
    - Indifferent employees overtly communicate a lack of caring to their customers; rarely saying ‘hello’ and ‘thank you.’
    - Hostiles do not want to be at work and make this sentiment obvious to their customers.

    Robert goes on to reveal how those who are not currently welcomers can work to develop the key mindsets and approaches to embody this approach; thereby increasing customer satisfaction and sales.

    I like The Welcomers Edge for its highly insightful, example filled examination of the various degrees of one-on-one customer relationship management. I appreciate the detailed personality descriptions that enable managers to identify the approach type of their front-line employees as well as the prescription for developing individual’s welcomer abilities.

    If I had one criticism of the book it would be that Richard uses too many examples; going a bit beyond what is needed to effectively make a point. But then again, can one really have too many examples?

    The Welcomer Edge provides business leaders with the crucial insight needed to ensure they have the best client facing people, individuals who will convert and retain potential customers. For its actionable, example rich insights driving organizational goal achievement, The Welcomer Edge is a StrategyDriven recommended read.

    All the Best,
    Nathan Ives
    StrategyDriven Principal

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