In today’s episode of The Art of Passive Income, Mark and Scott talk with Steve Yastrow—Yastrow.com.

Steve is a nonstop idea generator, business advisor, and best-selling sales author.

Mark describes him as a combination of a TED talk high-level thinker, combined with the real-life practical strategies of somebody who knows how to get things done and increase revenues by sales.

In 1997 Steve opted out of a career as a senior marketing executive in the hospitality industry to form Yastrow and Company which has enabled him to help organizations of all types improve their results through his breakthrough marketing, customer relationship and sales ideas.

Steve shares how an observation when he was Vice President of Resort Marketing at Hyatt Hotels, gave him the confidence to go out on his own.

I realized one day that the real marketing wasn't coming from the marketing department, the corporate office, it was coming from the bellman and the pool guys and the front desk clerks who were there on the ground delivering a great experience.

That observation also led to his first book and the concept behind his business, Brand Harmony—“If you can create a compelling customer experience, for every point of contact as part of contributing to that experience, that's when your customers love you.”

How do you create compelling customer experiences?

We delve deep into why companies need to start focusing on their internal brand — the employees on the front-line that interact with the customers directly need to completely get it and are enthusiastic about the actions they take to deliver on your promises.

Your external brand, your brand in the marketplace, can never be better than your internal brand.

Steve also elaborates on:

• Creating Brand Harmony
• The concept of improvisation — Ditch the Pitch
• Latent Profit and The Six Recalibration Questions

Plus, he gives us an example of an actual company that provides the Brand Harmony experience. And another where customer service goes terribly wrong.

Customer love isn’t formed by what we say, it’s formed by what we do. The way your employees interact with your customers, the way your salespeople engage customers is really what tells your story. Much more powerful than inanimate objects like brochures and websites and even social media posts.

Can these methods work for smaller companies?

Listen in as Steve shares why he thinks smaller companies have a greater advantage, plus so much more! 

TIP OF THE WEEK

Mark: Learn more about Steve by going to his website at Yastrow.com.

Scott: Check out the chrome/firefox/safari plugin Keeeb. It's a web clipping tool and at the same time allows you to organize your thoughts and ideas all into this platform.

Steve: Whenever you are in a conversation with a customer, focus 95% of the subject matter of the conversation on the customer. 95% of the subject matter is all about the customer. Talk about the customer's story, not yours.

Isn't it time to create passive income so you can work where you want, when you want and with whomever you want?