How fear can cause you to lose clients

Fear is a major reason why service providers have difficulty keeping their clients and winning new ones. That seems to be an inescapable deduction from Patrick Lencioni’s book Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty. Lencioni has come up with another book which explains key business insights in an enthralling manner, by putting them within the context of a fictional story.

As often seems to happen in real life, a small firm with limited reputation and less qualified people is winning business away from a large prestigious firm – and to add insult to injury, they are charging higher prices, have less arguments with their clients over their bills, and do not work many late hours or weekends. How do they do it? Without spoiling the plot, it has something to do with overcoming the fears of losing the business, being embarrassed and feeling inferior.

Business books often only have a small amount of key content which is padded out by less important and less interesting stuff, with the result that the key content is forgotten soon after the book is read. This book is quite different. The key content of this book is summarised in 20 pages at the end, but the rest of the book presents the insights to the reader in such a powerful and entertaining manner that it is likely to be remembered well into the future.

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