The book Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McDonnell and Jackie Huba has been added to the Company Library as a highly recommended item. It can be ordered from the INI Toolbox on the network at initoolbox.com/library.htm
This book describes the ways a company and its employees can attract raving fans to their cause, who will spread the word about its products and services beyond the realm of traditional marketing. The secrets lie in how the company energizes its work force and its customers with a cause that can be easily embraced. The list of
companies profiled includes Southwest Airlines, IBM, Build-A-Bear Workshop, and the Dallas Mavericks. The other lesson in the book: One person can influence thousands.An excellent summary of the book by John Wolfe appears on the network at initoolbox.com/summaries/evangelists.htm
