Beyond Service lies the Experience Revised Edition
Taking your business and Marketing to the mind-blowing, customer-getting, client-keeping, insane-profit-generating level that the instant-gratification, fun-loving, got-to-have-it-right-now generation demands.
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You might be asking, “Why should I buy your book?” If your business has slow growth, if your business is not what you dreamed it would be, or if you just want to take your business to the next level, this book is for you. So who am I? I am an author, speaker, marketing consultant, and certified strategic business coach. I am the founder and chief executive officer of Marketing and Business Dynamics. I have been on syndicated radio and cable and broadcast television, and I have been published in the Houston Business Journal, The Daily Court Review, Houston’s Daily Business Newspaper as “The One Minute Marketer,” with daily marketing tips and a weekly business column. My awards and recognition began when I received the Rookie of the Year Award, for achieving exceptional sales increases, from a national restaurant chain. It continued throughout my career when I received a chairman’s award for leading a group of sales professionals as they educated themselves on presentation skills, speaking techniques, and appointment setting. The combination of education, role-play, and practice created a highly successful lead exchange network that generated numerous leads for each other. I was named Start Ups Nation’s “Spotlight on Success” in September 2005. Most recently, my work led to being recognized as a B.E.S.T. Business and receiving the 2006 Business Partner of the Year Award for developing a relationship between a local school district and a quick service restaurant. The award was presented by the Cypress-Fairbanks Independent School District and the State of Texas. Your business should be a great success. You should reach the goals you dreamed of when you started your business. In this book, I will give you the tools to create an experience for your clients that will not only have them coming back, but also telling their friends and families that they would be crazy not to do business with you. That is the power of The Experience! The books One Minute Manager and Who Moved My Cheese? are excellent examples of using a narrative to convey a message. Far be it from me not to borrow from the authors of these great books. The great thing about stories is that we see our own life experiences in them. In this book, you may discover an experience that would fit well with your business. This book will begin with the journey of “Bob,” a business owner whose business has been confronted with stagnant growth and painfully average customer service. While Bob is not a real person and some of the situations are based in fiction, the vast majority is drawn from observations and real events from my personal and professional life. We will examine the themes played out in Bob’s journey and challenge you to take your own voyage into the realms of “The Experience.” One of my all-time favorite comedians is Bill Cosby. In a classic routine from Bill Cosby: Himself, he says, “Let me tell you a story …” before he shares a bit of wisdom disguised as comedy. Motivational guru Zig Ziglar has taught us that a story is the best way to teach. So, with that, Bob’s story begins …
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About the Book
"I believe that David has struck upon the foundational benchmark of service for the next business generation. It is a true master that can impart knowledge in an entertaining fashion. This book is the valuable resource for any proactive success-minded leader that intends on exceeding expectations."
-Dr. Julian L. Evans
"A fresh look at putting the customer at the heart of marketing. It's an enjoyable look at creating an experience that customers will associate positively with your product or service."-Dr. Diane Troyer, president, Cy-Fair College
"The key to success for any business is customer satisfaction, and this little book gets to the essence of how to take care of customers in an entertaining, memorable, and effective manner. It is a valuable tool for all of us that are striving to earn loyal customers."-Darcy Mingoia, president, Cy-Fair Houston Chamber of Commerce
About the Author
Biographical information for David Whitfield David Whitfield is an experienced writer and speaker in the field of marketing, customer service, strategic planning and business growth. A former business columnist with daily marketing tips in the Daily Court Review, his first book Beyond Service lies the Experience is currently offered on this website as well Amazon.com and BarnesandNoble.com. He has been heard on syndicated Radio, cable and broadcast television and published in The Houston Business Journal, the Houston Chronicle, Your Houston Business Magazine and several other newspapers and newsletters as well as on the Internet. He is the Principle Consultant for the firm he established and has been recognized and awarded for his work in the community and for his excellence in marketing and business. Whitfield graduated from Cy-Fair High School in Houston, TX in 1987. Upon graduation he joined the United States Air Force serving ten years in England, Japan, South Korea, the United Arab Emirates and the US as a Security Police Officer. In addition to traditional education he has made it his life goal to continue seeking knowledge at every available opportunity. Whitfield has additional training and/or certification in the following areas: Strategic Business Leadership Coaching, Leadership School, Total Quality Management Level 1,2,and 3, The Karrass Effective Negotiating Class, Train the Trainer, Equal Opportunity Employer 2000, and The Franklin Covey Time Management Course (x2). Whitfield’s marketing experience began in the military as the public relations representative for his unit. In addition to serving as the point of contact for all base level Law Enforcement promotions (D.A.R.E., National Night Out etc…), he also became involved in community campaigns (United Way, Blood Drives and US Bond Drives). Eighteen years of entrepreneurship has given him the opportunity to market and consult for many types of businesses including property rentals, Industrial and Corporate firms, Creative Expression Gift Shop, Educational Assistance and many more. In 1998 Whitfield was contracted as the Marketing Director at a single Chick-fil-A in Houston. Through a combination of media, community involvement, event marketing, and others strategies he increased targeted sales by 50% and overall sales by 18% annually. Just nine months later two additional Chick-fil-A’s asked for Whitfield’s marketing expertise, which led to his new title as Marketing Director for Central Houston. The combined the sum of his experience and education lead to the creation of an entrepreneurial marketing style that focuses on low cost, highly effective marketing strategies. These strategies are based on knowledge of a firms customer and trade area as well as finding and seizing opportunities with in those areas. Focused Marketing’s slogan explains the company’s intention well: Target your best prospect at minimum expense. The addition of Strategic Success Planning and Targeted Testing International has increased the resources, products and service to a previously unheard of level. Some of David Whitfield’s clients include Keith Patterson, Attorney at Law, The Kelly Financial Group, Bear Creek Assistance Ministries, Dr. Julian Evan and National Radio. Chosen as Washington Mutual’s Spotlight on Success by Start Up Nation October 2005 American Entrepreneurs Association: Charter Member Cy-Fair Chamber of Commerce: Chairman of the Business in Growth Academy Chairman of the Networking Breakfast (former) Chair/Facilitator of Referrals Are Dynamic (former) Board Member Langham Creek YMCA Nominated for Cy-Fair Chamber Small Business of The Year 2004 and 2005 Chairman’s Award Winner for Cy-Fair Chamber 2001 Former Chairman of the Cy-Fair Blood Bank Community Promotions Board White Knight Boys Club: Chairman of Instruction (former) Delta Epsilon Chi (former)