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Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« The rational marketer (and the irrational customer) | Main | Great job for the right marketer »

Sorry, you can't be our customer

There are interactions marketers have with prospects where the prospect wants something and the marketer or organization just isn't interested in delivering it. These interactions almost always end badly.

I visited a Blockbuster store in London, hoping to rent an appropriately Royal-family focused DVD. After a bit of search, I found it. Would they sell it to me? No, it's rental only. Oh, can I rent it? (I asked with my full US accent). Sure, fill out this form.

Five minutes later, they said, "Oh, you're from the US. You can't rent here." What about if I pay as much money as it would cost if the DVD got lost? Nope. What if my hotel vouches for me? No.

Here's the thing: From the rational consumer's point of view, this is silly. They should take my money and we'll both be happy. From Blockbuster management's point of view, though, allowing clerks to start making up exceptions and prices is just too much trouble. And it probably is.

You can't (and shouldn't) please every single person who may or may not become a customer. But you should (and you must) figure out what to tell the folks you're going to turn away. Endless negotiations are like teaching a cat to swim... the cat never learns and you get frustrated.

"I'm sorry, I appreciate your interest, but you can't be our customer. We can't please everyone and we're focused on customers with different needs just now. Can I suggest you try the place down the street? I'll draw you a map."

The power of this outcome is that you have the freedom to figure out exactly what someone has to do in order to be a customer. You can qualify people by asking the right questions. You can take no for an answer.

If it turns out that you're getting too many 'no' responses, too many people walking out empty handed, it's probably time to reconsider what you need from someone in order for them to do business with you.

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Listed below are links to weblogs that reference Sorry, you can't be our customer:

» No is not a service from Drew Schiller
Last week, Seth Godin wrote a post about his experience trying to rent a movie in London. The frustrating thing for Seth is that he didnt care where he rented the movie from or what the movie cost, but the movie store employee simply said, ... [Read More]

« The rational marketer (and the irrational customer) | Main | Great job for the right marketer »