Clients First Book Summary - Clients First Book explained in key points
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Clients First summary

Joseph Callaway and JoAnn Callaway

The Two Word Miracle

4.3 (27 ratings)
11 mins

Brief summary

Clients First by Joseph and JoAnn Callaway is a business book that emphasizes the critical importance of putting clients' needs before anything else. It showcases real-life examples of businesses that thrived by prioritizing customer satisfaction.

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    Clients First
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    If you want your clients to trust you, you have to stay honest with them.

    Whether you’re a high-flying consultant or a shopkeeper, you can be sure that good business comes from getting customers or clients to trust you. Of course, this is easier said than done. We all know why we should create stronger bonds with customers, but do we know how?

    In the end, it’s not so complicated. By focusing on the three areas of honesty, competence and caring, you’ll give your business the foundation it needs for a great customer-brand relationship. So, let’s get started with the first of them: honesty.

    Honesty isn’t just about telling your clients the truth, but telling the truth even when it might go against your interests. But a little white lie never hurt anybody, did it? Well, let’s dig a little deeper into why honesty is so necessary using the example of the real estate business.

    When it comes to real estate purchases, clients are making big financial and emotional decisions. They’re deciding where they and their family will live, and how much they’re willing to pay for it. It’s no wonder that clients often get overwhelmed.

    You might think that the best real estate agents would be those that prey on these moments of weakness, but the truth is quite the opposite. Agents who can keep their clients calm and composed with honest statements are the agents who will benefit from lasting, trusting relationships.

    In their real estate work, the authors met the Brown family. This family, though not very well off, were eager and determined to purchase the house being sold by the Smith family. The authors could have closed the deal with the Browns in a heartbeat; but knowing that the mortgage would cripple them financially, the authors told the families the truth and advised against the sale.

    The result? Both the Smiths and the Browns became loyal clients, seeing that the authors really did have the customers’ interests at heart. And they made sure to recommend the authors to all their friends, too!

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    What is Clients First about?

    Clients First (2013) reveals how honesty, competence and compassion can become the keys to great success in your company by creating strong and trusting relationships with clients. The authors offer some excellent insights drawn from their own experience, having gone from flat broke to wildly successful real estate agents in just a few years.

    Best quote from Clients First

    Some say it takes 2,000 hours to become a hairdresser and only 90 hours to become a real estate agent.

    —Joseph Callaway and JoAnn Callaway
    example alt text

    Who should read Clients First?

    • Anyone working in real estate
    • Any salesperson who wants to maximize their sales
    • Entrepreneurs hoping to implement a more people-centred approach to their business

    About the Author

    Joseph and JoAnn Callaway are real estate agents who managed to reach $1 billion in real estate sales in their first ten years of business. They have sold over 5,000 homes and give talks to various associations and groups from coast to coast.


    © Joseph Callaway and JoAnn Callaway: Clients First copyright 2013, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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