Page 81 - 100 Great Marketing Ideas (100 Great Ideas)

have shaped their lives. Waterstone’s staff are always helpful, always
knowledgeable, not because they have been through a customer
relations training course but because they enjoy sharing their love
of books with like-minded people.

In practice

• Decide why you wanted to work in the industry you work in.
• Think about your customers—do they have the same interest?
• Decide what you can do to encourage their interest and help

them enjoy your mutual enthusiasm.

• Now find out whether your staff and colleagues feel the same.

72 • 100 GREAT MARKETING IDEAS