Now here is a simple persuasion technique that, if you can turn it into a habit, can be literally life-changing.
Customer care is vital. See what happens to companies who treat customers badly, but on the other hand we don't want pet customers, we have to make our bacon.
I was called to a bank who was considering appointing a new advertising agency. The budget was many millions and I was asked by the board to sit in on the 'pitch'.
I was approached by BBC Television to do a business rescue reality show called 'All Over the Shop'.
You only cry once when you buy quality! The problem is that we, as customers, don't buy quality anymore because no one knows how to sell it.
Imagine Wall-mart, Macdonald's, Disney or Tesco, deciding that a good new enterprise would be plumbing, tailoring and alternations, or gardening.
