ALL Business is Show Business: Strategies for Earning Standing Ovations from Your Customers

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Thomas Nelson Inc, Mar 1, 2002 - Business & Economics - 224 pages
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Every day your organization - and you - are in the spotlight. Your employees are performing and the audience - your customers - will love the show, hate it, or worst of all ignore it. Scott McKain has discovered what the film, television, and music industries have known for years: to be successful, you must create an emotional link with your audience.

In a recent survey, Scott says, more than 70% of shoppers said they would tend to switch where they buy things if it were "more fun" to shop somewhere else. You can get customers to switch to your business by making them enjoy dealing with you. In straightforward, practical language and plenty of real-life examples, ALL Business is Show Business tells how to create experiences that will make customers want to do business with you again and again.

  • Tell your story well. It will make you a star.
  • Have a short, powerful, and unique high concept statement. It worked for Jaws and it will work for you.
  • Practice the eight essential acts your customers want you to perform.
  • Your employees are the stars of the show. Treat them that way.
  • Create the Ultimate Customer Experience, and you will acquire amazing loyalty and unlimited referrals.

"No matter what your business," says Scott McKain, "you are always on stage. Make your performance one that leaves your customers with a feeling of Wow!"

 

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User Review - Flag as inappropriate

The previous post isn’t a review of my book – it’s an attack on me. I understand – and support (especially since I was a film critic for many years) – a wide divergence of views about any work. However, the previous "review" is simply an unwarranted assault.
In late 2000 and early 2001 when I wrote this book, well-respected media outlets, such as the Indianapolis Business Journal, were simultaneously heaping praise on both the company and its leader. (http://www.highbeam.com/doc/1P3-41089435.html) In hindsight, they were misled just as I was. The situation cited in the previous "review" occurred several years AFTER the writing and publication of this work.
When I created this book, I believed everything I wrote here to be the truth – or else I would not have written it. However, just because I thought these points to be the case over a decade ago, certainly does not mean I still hold they are true now. (Jim Collins wrote Circuit City was a great company in his book, “Good to Great.” I’ll bet he no longer believes that. George W. Bush was President in 2001, but I don’t think he’s still in the White House.)
Tragically, many people were deceived in this horrible situation. To believe the falsehoods were told exclusively to those who were investors is either naive or crazy. There is a significant amount of difference between being a liar – and one who is lied TO.
And, as subsequent years have also shown, the fundamental principles in this book were correct – and remain that way – even if an individual I believed to be a friend and quote in this book chose to ignore them and follow a course that was catastrophic for honest, hard-working investors, friends, family...and himself.
 

User Review - Flag as inappropriate

Scott McKain is a liar. Period. Obsidian was never profitable. Google the FBI raid of Obsidian and its sister company Fair Finance where thousands lost their life savings to a ponzi scheme.

Contents

Introduction
The Changing Impact of Time and Emotions
The High Concept Concept
CHAPTER FOUR
The Ultimate Customer Experience
CHAPTER
What Customers Really Want
What Employees Really Want
The Obsidian Enterprises Story
As the Curtain Rises
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