Busness Expert Webinars by The Whetstone Edge LLC

Customer Experience that delivers Profits, Loyalty and Advocacy
(next webinar on this topic: May 27, 2008, 5:30-6:30 pm EDT)
by John Todor

This webinar addresses an inescapable fact: the dynamics of today’s marketplace has changed how customers make decision and what they value. In an era where customers face abundance, overwhelming choice, and the uncertainty of rapid change, customer relationships, not products, are the most importance source of competitive differentiation.

It addresses the critical issue of trust and makes the distinction between ‘satisficing’ trust that enables a customer to buy a product and trust that leads customers to value the relationship for what it can deliver today, and especially for what it can do for them as they face an uncertain and complex future. Customer experiences are the vehicle for building strong relationship value—where customers become committed, highly profitable and passionate advocates. This program spells out the psychological principles underlying compelling customer experiences and business practices that put these principles into action.

Participants will learn:
• The key factors that keep customers from being loyal and compel them to buy on price and convenience.
• What mindshare really means and how it leads to increased customer desire, commitment and advocacy.
• The emotional and psychological principles that underlie experiences that customers find compelling.
• Examples of companies that are applying the psychology of the customer experience today and reaping the benefits.

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How Small Business Can Turn Social Media into a Competitive Advantage
(next webinar on this topic, June 19, 2008, 1- 2pm EDT)
by John Todor

The Whetstone Edge Social Media System will enable you to take advantage of the explosive growth of Social Media by harnessing free Web 2.0 tools. It will outline a system that simplifies dealing with today's fast-changing business climate; builds strategic business networks and shows how a business can use social media to become a trusted and valued resource to customers.

Learn how to create a Networked Brain Trust that:
• Uses Web 2.0 tools to turn information into insights and opportunities.
• Creates a network of colleagues who openly share expertise.
• Overcomes information overload and enables you to function at the speed of business.

You will also learn how to nurture Profitable and Loyal Customer Relationships by:
• Increasing your visibility as a credible and trustworthy business partner.
• Engaging customers so they seek value, not price and convenience.
• Building the desire in customers for ongoing and mutually profitable relationships.

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Getting Past the Trust Barrier top Profitable and Committed Customers (next webinar July 14, 2008, 11:30 am -12:30 pm EDT)
by John Todor

Most business executives believe their companies are trustworthy, yet the evidence shows that most customers do not agree. This seminar will explain why this difference of opinion exists, what business practices contribute to the perception of suspicion or distrust by customers and how this reduces profits. This webinar will teach you the key principles for systematically building the trusting customer relationships that will separate your company from competitors. It will provide you with examples of how companies have successfully implemented these principles and how it has impacted their profits and growth.

Participants will learn:

• How to implement a systematic process to develop trust that shift customers' focus from buying "things" based on price and convenience to a win-win relationship that customers value.
• How to identify business practices that lead to suspicion or distrust in customers and cause them to take a competitive stance that focuses on price not value.
• Practical strategies and tactics that attract customers to company, encourage them to become more open and collaborative.

Customer Engagement as the Key to Profitable Demand Generation and Word-of-Mouth Advocacy
(next webinar on this topic: July 30, 2008, 1 -2 om ED)
by John Todor

This webinar will provide a psychological foundation for understanding what gets customers engaged, increase commitment and desire and leads to advocacy. It will provide clear and actionable strategies for implementing the underlying principles and will illustrate how other companies are putting them into action. Many companies suffer because customers treat their products like undifferentiated commodities to be bought on price and convenience. Getting customers emotionally involved is the secret to increasing the meaningfulness and value they get from the experience, and this leads to greater commitment and desire.

Participants will learn:

• The key psychological principles that lead to customer engagement.
• Business strategies and practices to put these customer engagement principles into action.
• How to identify business practices that cause customer to be disengaged, indifferent and buy on price.
• How companies have successfully implemented each of the underlying principles.
• How to link customer engagement to increased word-of-mouth advocacy.

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