Part II
Laying the Foundation for Marketing Success
In this part . . .
Each encounter with your business affects whether a prospective customer decides to buy from you or take his business elsewhere.
Part II helps you fine-tune every customer contact point — from the indelible first impression to each subsequent communication and customer experience — so that every touch point is capable of building your name into a strong brand and moving market opinion in the direction that you want it to go.
Each impression you make is a priceless moment to convince — and amaze — those who deal with your business. This part shows you how.
