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Steve Yastrow, principal and owner of Yastrow and Company, is a highly regarded business advisor and author. His first book, Brand Harmony, was published in 2003 and explained how businesses could align their entire organizations to tell a single story. His 2007 book We: The Ideal Customer Relationship, delved into the business-customer relationship, explaining customer motivations and helping businesses forge relationships with their clients. And with Ditch the Pitch: The Art of Improvised Persuasion, his most recent book, he teaches sales and marketing professionals to move past prepared scripts and cultivating the habits that enable spontaneous interactions.

Yastrow encourages his audiences to, “Say less to notice more. Listen!” Yastrow pitches the art of closing the sale by rejecting conventional sales techniques; avoiding what sounds like a pitch; and meeting customer needs by listening to what they have to say.

“Steve Yastrow’s teachings are applicable to any business that values long-standing success based on personal relationships,” says Alex von Bidder, Managing Partner at the Four Seasons Restaurant.

“Sales is all about listening and creating a conversation based on what you hear. Steve Yastrow shows us how in this great book for salespeople and every one of us who needs to persuade people in our daily lives,” says Rich Sheridan, Sales Vice President of Salesforce.com.

And management guru Tom Peters calls Brand Harmony a “compelling and powerful” book, adding: “When Steve Yastrow writes, I pay close attention.”

Tom Peters Company is one of many Yastrow & Company has helped, along with McDonalds, White Castle, Cold Stone Creamery, the Cayman Islands Department of Tourism and Jenny Craig. Yastrow previously worked as vice-president of resort marketing for Hyatt Hotels & Resorts as well as senior-vice president of marketing for Sunterra Resorts. His MBA comes from the J.L. Kellogg School of Management at Northwestern University.

Full Profile

Steve Yastrow is a widely renowned business advisor and provocateur who challenges and inspires companies to invent their future – now. As the principal and owner of Yastrow and Company, he is an idea generator, writer, speaker, and consultant on issues related to marketing and business.

His first book, Brand Harmony, was published by The Tom Peters Company press in 2003. He is also brand editor for tompeters.com, where he writes on the latest issues in branding and marketing. His most recent book, We: The Ideal Customer Relationship, opens up new, relevant ideas that will help businesses build strong customer relationships.

Management guru Tom Peters said, “When Steve Yastrow writes, I pay close attention.” Peters called Brand Harmony “compelling and powerful,” and We a “superb book.” Steve challenges his clients, audiences and readers to reinvent the way they look at their businesses, offering clear action steps to improve business performance through stronger customer relationships. He shows organizations how to focus their entire team on a picture of success, making it possible to “Invent the future ? now!”

Yastrow and Company′s consulting, speaking, and seminar work bridges the gap between marketing strategy and business strategy. Virtually all of their efforts are spent creating and implementing revolutionary marketing systems to achieve major profit breakthroughs.

The concepts behind Yastrow′s ideas were developed in the “real world” through his work as president of Yastrow & Company, a firm which has helped such clients as Tom Peters Company, The Cayman Islands Department of Tourism, McDonald′s Corporation, White Castle, Cold Stone Creamery, Jenny Craig, Agilent Technologies, and Great Clips for Hair, among many others.

Prior to starting Yastrow and Company, Yastrow was vice-president of resort marketing for Hyatt Hotels & Resorts and senior-vice president of marketing for Sunterra Resorts. He earned an MBA from the J.L. Kellogg School of Management at Northwestern University, and a B.A. from Indiana University.


Steve Yastrow Speaker Videos Back to top

Speech Clip


In his early 30s Steve Yastrow was appointed vice-president of resort marketing for Hyatt Hotels & Resorts. Looking back, he thinks the direct marketing pitches started piling up at his office within minutes, if not sooner. This only increased in 1994, when the company developed its first website.

One particularly persistent salesman eventually got a meeting with Yastrow after calling his assistant at least a hundred times, he recalls. As soon as they met, though, Yastrow remembers the overeager pitchman immediately pulling out brochures and talking for 12 minutes, uninterrupted, before finally asking Yastrow, his prospective client, what he thought.

It’s an extreme example, but Yastrow tells his audience that sales pitches don’t need 12 minutes to make a similar impression. “What do you feel like when someone lays a sales pitch on you?” he asks. The answers range from “pressured” to “annoyed” to simply “bad.” He imagines a salesperson preparing what they’re going to say, and what techniques they’re going to unveil, before they really know anything about their client. “What are the chances that what they say is right for you?” The answer, he says, is close to one in a million.

The solution, Yastrow says, is to move from sales pitches to “persuasive conversations.” “What we want to do is create conversations that really matter to our customers, to our clients.” Through his writing, speaking and programs, Yastrow motivates participants to move past canned interactions with prepared pitches and begin listening to clients, and thus developing more persuasive interactions.

Keynote Speech



Speeches / Speaking Engagements Back to top


Steve Yastrow will deliver a program true to his message of persuading rather than pitching. Based on his own experiences working with clients, he will provide your organization with ideas and practical ways to implement them.

His program "Making it in the Meltdown", details the steps businesses need to take in harsh economic conditions so they thrive – not just survive – and shows how they can put those steps into practice immediately. In his popular keynote "Unleash Your Latent Profit", he reveals the hidden profit potentials in your business, using marketing and customer relationships to encourage customers to act in ways that improve your results.

Yastrow's concept of WE builds off the lessons of his bestselling book We: The Ideal Customer Relationship, which teaches how your business can get its clients to think “we” instead of “us” and “them.” Brand Harmony, the title of his first book, provides another set of lessons, as Yastrow teaches companies to go beyond slogans to construct a clear, compelling story by crafting connections with customers.

As a speaker, Steve Yastrow will electrify your meeting, shatter myths, and give your audiences ideas they can act on immediately.

Steve′s speaking style can best be described as engaging. His content challenges conventional wisdom and inspires the audience to reconsider their commonly held beliefs.

The content of Steve′s programs comes from his "real life" experiences in working with clients; it′s practical and bridges the gap of theory to application. Your audience will not just walk away with good ideas, they will leave with a practical way to improve their business.

Steve provides metaphors and stories that give clarity to his ideas. These examples will both entertain your attendees and allow them to relate the message to their day-to-day lives.

Making it in the Meltdown: “Don’t just survive-- thrive.”
Many companies are hoping just to make it through alive in these tough economic times. Don’t be one of them! Steve will show you how to improve your business in this economy. Your audience will leave with action steps they can implement immediately to start thriving instead of merely surviving.

Unleash Your Latent Profit: “How your customers and employees unleash the profit potential in your business.”
Has there ever been a company that made all the money it possibly could? Has yours? Your business has much latent profit locked within it. Steve shows ways to unleash the untapped riches in your business. Your audience will learn to see marketing and customer relationships as effective tools for encouraging customers to act in ways that will improve your business results.

WE: “Creating Profitable Customer Relationships.”
When thinking of their relationship with you, how many of your customers think “We” and how many think “Us and Them?” How much more profitable would your relationships be if more customers thought “We?” Steve explains how to break barriers and create profitable “We” relationships with customers.

Brand Harmony: “What creates a strong brand?
When all experiences your customers have with your company blend to tell a clear, compelling story.” Strong brand impressions aren’t formed by how many times a customer sees your advertising, but by how well all customer experiences blend to tell a clear, compelling story. Steve shows everyone in your company how to harness the power of connections with customers and will offer specific tools for creating a powerful Brand Harmony customer experience.

Selling: One Encounter at a Time: “Electrify your sales.”
Steve’s unique approach to relationship-based selling links results with relationships. Improve your sales performance with Steve’s fresh concepts connecting relationship-building and sales results. Your sales team will learn valuable tips and tricks to build and maintain relationships with customers.

True Loyalty: “Are your customers loyal to your company... or just to the offer?”
Truly loyal customers are invaluable to a company. So-called “Loyalty Programs” and “Customer Relationship Management” systems abound these days. But are they really effective at creating loyalty and managing relationships? Steve shows the difference between True Loyalty and Transactional Loyalty... and how it affects your bottom line.

Why Marketing Programs Fail: “Explore the secrets of success and how to avoid failure.”
What topic could be more valuable to the marketing professionals in your company? The impact of successful marketing is undeniable. But, let’s face it... most marketing efforts aren’t successful. Programs are started and never finished. And many of those that reach completion fail to persuade customers. Steve will show audience members how to avoid these pitfalls and create marketing programs that work.

Be the Brand: “Who is in your marketing department? Every single person in your company.”
This is a great topic for everyone in your organization. Steve shows why all employees-- from the CEO to the front-line worker-- play a role in communicating the organization’s brand story. Audiences will see that they each impact the ongoing, daily creation of your brand. Once your people understand how to Be the Brand, it will be easier to create a seamless, motivating brand experience for customers.

Brand Harmony: The connection between employees, customers and results.
Brand Harmony turns the conventional view of brute force branding on its head. Strong brand impressions aren’t formed by how many times a customer sees your advertising, but by how well all customer experiences blend to tell a clear, compelling story. Yastrow shows how to harness the power of Brand Harmony to help you forge stronger connections with customers. Yastrow will offer specific tools for creating a powerful Brand Harmony customer experience.

Driving Results From the Inside Out: Your employees are your brand.
Yastrow shows why all employees—from the CEO to the front-line worker—play a role in communicating the organization’s brand story. Audience members will see that they each impact the ongoing, daily creation of your brand. Once employees understand how to be the brand, it will be easier to create a seamless, motivating brand experience for customers.

“I get it, I want it, and I can’t get it anywhere else:” How to create a brand that is compelling and motivating.
Yastrow outlines the definition of a strong brand impression using the following customer need-based desire: “I get it, I want it and I can’t get it anywhere else.” He “raises the bar” and encourages audience members to aim high when thinking about their brands. They will learn to look well beyond basic product features and competitive parity, and search for brand values that are truly memorable and motivating for customers.

Latent Profit: How employees, and customers can unleash the earnings potential in your business.
In the history of the world, has there ever been a company that made all the money it possibly could? Has yours? Your business, like all business, has much latent profit locked within it. In this presentation, Yastrow shows ways to unleash the untapped riches in your business. Your audience will learn to see marketing not just as a means for communicating to customers, but as an effective tool for encouraging customers to act in ways that will improve your business results.

Why Marketing Programs Fail: How to avoid the most prevalent pitfalls of marketing and actually affect change.
The impact of successful marketing is undeniable. But many marketing efforts aren’t successful. Programs are started and never finished. And many of those that reach completion fail to persuade customers. Yastrow will show audience members how to avoid these pitfalls and create marketing programs that work. Yastrow will give your audience ideas they can implement immediately. They will walk away with the knowledge of what makes marketing programs succeed, and what makes them fail.



Steve Yastrow Speaker Testimonials Back to top

    "The evaluation scores afterwards were phenomenal. Steve made us here at the association like heroes—and we like making your members happy."
    Mark Palmer, Executive Director, North American Wholesale Lumber Association - Rolling Meadows, Ill.

    "In one morning, Steve re-energized the way we look at marketing. The only question we had at the end of the session was, ′When can we get him back?′"
    Doug Ducey, CEO & Chairman, Cold Stone Creamery -Scottsdale, Ariz.

    "I wholeheartedly recommend Steve to anyone who wants a dynamic presentation full of educational value. Our franchisees told me that they walked away with ideas for building their businesses."
    Glen Holzemer, COO, Southwest Putting Green Technologies, Inc. - Scottsdale, Ariz.

    "Steve Yastrow changed the way our company looks at marketing. Brand Harmony and "Be the Brand" became part of our company′s vocabulary from the day we first met Steve. Not only did we understand the message loud and clear, but Steve′s way of presenting the brand to our employees made all the difference. We operate in 85 countries, and we′re convinced that Steve′s ideas on branding apply in all of them."
    - Carsten Pedersen, President, Club 8 Company/BoConcept - Denmark

    "Once you read the book or hear Steve′s presentation you will never look at marketing in the same way, and you′ll want everyone else in the company to read the book as well."
    - Rueben Warshawsky, Chief Operating Officer for Zeller Realty Group - Chicago, Ill.

    "Steve Yastrow has provided a roadmap for viewing the company from the consumers′ perspective and then aligning the entire organization to be the marketing engine. Like all great concepts it is deceptively simple, once someone has pointed the way."
    - Dave Baney, McDonald′s Corp. - Oak Brook, Ill.

    "If you′ve ever wondered how to make your brand′s message resonate where it counts most—your employees—call on Steve Yastrow. Steve shared his common sense philosophy of Brand Harmony with our 220-plus employees at a company-wide meeting several months ago. As a result, our brand not only resonates among all employees (who today prefer to be called ′Advisors′), but also has taken on a life of its own. We are no longer just advertising our brand, we ARE the brand."
    - Cindy Pavy, Marketing Director for Horizon Bancorp - Michigan City, Ind.

    "Steve is not just a visionary, but also an outstanding educator, who knows how to present his powerful ideas in an accessible manner. He gets you to see things in a new light and also gives you the tools to succeed at implementation."
    - Jane Shapiro, Florence Melton Adult Mini-school - Northbrook, Ill.

    "Not only is Steve′s content sound, but the energy he displays in delivering it will knock your socks off."
    - Kathleen Phillips, Ernst & Young - Chicago, Ill.

    "Steve Yastrow is an incisive thinker with a bone-deep grasp of the soul of the marketing process. He tolerates no foggy thinking, goes direct to the jugular where market-share and shareholder returns reside."
    - Burt Dubin, Speaking Business Success System - Kingham, Ariz.




* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    "The evaluation scores afterwards were phenomenal. Steve made us here at the association like heroes—and we like making your members happy."
    Mark Palmer, Executive Director, North American Wholesale Lumber Association - Rolling Meadows, Ill.

    "In one morning, Steve re-energized the way we look at marketing. The only question we had at the end of the session was, ′When can we get him back?′"
    Doug Ducey, CEO & Chairman, Cold Stone Creamery -Scottsdale, Ariz.

    "I wholeheartedly recommend Steve to anyone who wants a dynamic presentation full of educational value. Our franchisees told me that they walked away with ideas for building their businesses."
    Glen Holzemer, COO, Southwest Putting Green Technologies, Inc. - Scottsdale, Ariz.

    "Steve Yastrow changed the way our company looks at marketing. Brand Harmony and "Be the Brand" became part of our company′s vocabulary from the day we first met Steve. Not only did we understand the message loud and clear, but Steve′s way of presenting the brand to our employees made all the difference. We operate in 85 countries, and we′re convinced that Steve′s ideas on branding apply in all of them."
    - Carsten Pedersen, President, Club 8 Company/BoConcept - Denmark

    "Once you read the book or hear Steve′s presentation you will never look at marketing in the same way, and you′ll want everyone else in the company to read the book as well."
    - Rueben Warshawsky, Chief Operating Officer for Zeller Realty Group - Chicago, Ill.

    "Steve Yastrow has provided a roadmap for viewing the company from the consumers′ perspective and then aligning the entire organization to be the marketing engine. Like all great concepts it is deceptively simple, once someone has pointed the way."
    - Dave Baney, McDonald′s Corp. - Oak Brook, Ill.

    "If you′ve ever wondered how to make your brand′s message resonate where it counts most—your employees—call on Steve Yastrow. Steve shared his common sense philosophy of Brand Harmony with our 220-plus employees at a company-wide meeting several months ago. As a result, our brand not only resonates among all employees (who today prefer to be called ′Advisors′), but also has taken on a life of its own. We are no longer just advertising our brand, we ARE the brand."
    - Cindy Pavy, Marketing Director for Horizon Bancorp - Michigan City, Ind.

    "Steve is not just a visionary, but also an outstanding educator, who knows how to present his powerful ideas in an accessible manner. He gets you to see things in a new light and also gives you the tools to succeed at implementation."
    - Jane Shapiro, Florence Melton Adult Mini-school - Northbrook, Ill.

    "Not only is Steve′s content sound, but the energy he displays in delivering it will knock your socks off."
    - Kathleen Phillips, Ernst & Young - Chicago, Ill.

    "Steve Yastrow is an incisive thinker with a bone-deep grasp of the soul of the marketing process. He tolerates no foggy thinking, goes direct to the jugular where market-share and shareholder returns reside."
    - Burt Dubin, Speaking Business Success System - Kingham, Ariz.


    We: The Ideal Customer Relationship
    In this fresh, original book, Steve Yastrow turns conventional sales and marketing on its head by showing what really motivates your customers: A strong relationship with your business. Both a manifesto and how-to guide, We: The Ideal Customer Relationship will change the way you interact with customers ... and change the way your customers think about you.
    Order Here



As a speaker, Steve Yastrow will electrify your meeting, shatter myths, and give your audiences ideas they can act on immediately.

Steve′s speaking style can best be described as engaging. His content challenges conventional wisdom and inspires the audience to reconsider their commonly held beliefs.

The content of Steve′s programs comes from his "real life" experiences in working with clients; it′s practical and bridges the gap of theory to application. Your audience will not just walk away with good ideas, they will leave with a practical way to improve their business.

Steve provides metaphors and stories that give clarity to his ideas. These examples will both entertain your attendees and allow them to relate the message to their day-to-day lives.

Making it in the Meltdown: “Don’t just survive-- thrive.”
Many companies are hoping just to make it through alive in these tough economic times. Don’t be one of them! Steve will show you how to improve your business in this economy. Your audience will leave with action steps they can implement immediately to start thriving instead of merely surviving.

Unleash Your Latent Profit: “How your customers and employees unleash the profit potential in your business.”
Has there ever been a company that made all the money it possibly could? Has yours? Your business has much latent profit locked within it. Steve shows ways to unleash the untapped riches in your business. Your audience will learn to see marketing and customer relationships as effective tools for encouraging customers to act in ways that will improve your business results.

WE: “Creating Profitable Customer Relationships.”
When thinking of their relationship with you, how many of your customers think “We” and how many think “Us and Them?” How much more profitable would your relationships be if more customers thought “We?” Steve explains how to break barriers and create profitable “We” relationships with customers.

Brand Harmony: “What creates a strong brand?
When all experiences your customers have with your company blend to tell a clear, compelling story.” Strong brand impressions aren’t formed by how many times a customer sees your advertising, but by how well all customer experiences blend to tell a clear, compelling story. Steve shows everyone in your company how to harness the power of connections with customers and will offer specific tools for creating a powerful Brand Harmony customer experience.

Selling: One Encounter at a Time: “Electrify your sales.”
Steve’s unique approach to relationship-based selling links results with relationships. Improve your sales performance with Steve’s fresh concepts connecting relationship-building and sales results. Your sales team will learn valuable tips and tricks to build and maintain relationships with customers.

True Loyalty: “Are your customers loyal to your company... or just to the offer?”
Truly loyal customers are invaluable to a company. So-called “Loyalty Programs” and “Customer Relationship Management” systems abound these days. But are they really effective at creating loyalty and managing relationships? Steve shows the difference between True Loyalty and Transactional Loyalty... and how it affects your bottom line.

Why Marketing Programs Fail: “Explore the secrets of success and how to avoid failure.”
What topic could be more valuable to the marketing professionals in your company? The impact of successful marketing is undeniable. But, let’s face it... most marketing efforts aren’t successful. Programs are started and never finished. And many of those that reach completion fail to persuade customers. Steve will show audience members how to avoid these pitfalls and create marketing programs that work.

Be the Brand: “Who is in your marketing department? Every single person in your company.”
This is a great topic for everyone in your organization. Steve shows why all employees-- from the CEO to the front-line worker-- play a role in communicating the organization’s brand story. Audiences will see that they each impact the ongoing, daily creation of your brand. Once your people understand how to Be the Brand, it will be easier to create a seamless, motivating brand experience for customers.

Brand Harmony: The connection between employees, customers and results.
Brand Harmony turns the conventional view of brute force branding on its head. Strong brand impressions aren’t formed by how many times a customer sees your advertising, but by how well all customer experiences blend to tell a clear, compelling story. Yastrow shows how to harness the power of Brand Harmony to help you forge stronger connections with customers. Yastrow will offer specific tools for creating a powerful Brand Harmony customer experience.

Driving Results From the Inside Out: Your employees are your brand.
Yastrow shows why all employees—from the CEO to the front-line worker—play a role in communicating the organization’s brand story. Audience members will see that they each impact the ongoing, daily creation of your brand. Once employees understand how to be the brand, it will be easier to create a seamless, motivating brand experience for customers.

“I get it, I want it, and I can’t get it anywhere else:” How to create a brand that is compelling and motivating.
Yastrow outlines the definition of a strong brand impression using the following customer need-based desire: “I get it, I want it and I can’t get it anywhere else.” He “raises the bar” and encourages audience members to aim high when thinking about their brands. They will learn to look well beyond basic product features and competitive parity, and search for brand values that are truly memorable and motivating for customers.

Latent Profit: How employees, and customers can unleash the earnings potential in your business.
In the history of the world, has there ever been a company that made all the money it possibly could? Has yours? Your business, like all business, has much latent profit locked within it. In this presentation, Yastrow shows ways to unleash the untapped riches in your business. Your audience will learn to see marketing not just as a means for communicating to customers, but as an effective tool for encouraging customers to act in ways that will improve your business results.

Why Marketing Programs Fail: How to avoid the most prevalent pitfalls of marketing and actually affect change.
The impact of successful marketing is undeniable. But many marketing efforts aren’t successful. Programs are started and never finished. And many of those that reach completion fail to persuade customers. Yastrow will show audience members how to avoid these pitfalls and create marketing programs that work. Yastrow will give your audience ideas they can implement immediately. They will walk away with the knowledge of what makes marketing programs succeed, and what makes them fail.


Speech Clip


In his early 30s Steve Yastrow was appointed vice-president of resort marketing for Hyatt Hotels & Resorts. Looking back, he thinks the direct marketing pitches started piling up at his office within minutes, if not sooner. This only increased in 1994, when the company developed its first website.

One particularly persistent salesman eventually got a meeting with Yastrow after calling his assistant at least a hundred times, he recalls. As soon as they met, though, Yastrow remembers the overeager pitchman immediately pulling out brochures and talking for 12 minutes, uninterrupted, before finally asking Yastrow, his prospective client, what he thought.

It’s an extreme example, but Yastrow tells his audience that sales pitches don’t need 12 minutes to make a similar impression. “What do you feel like when someone lays a sales pitch on you?” he asks. The answers range from “pressured” to “annoyed” to simply “bad.” He imagines a salesperson preparing what they’re going to say, and what techniques they’re going to unveil, before they really know anything about their client. “What are the chances that what they say is right for you?” The answer, he says, is close to one in a million.

The solution, Yastrow says, is to move from sales pitches to “persuasive conversations.” “What we want to do is create conversations that really matter to our customers, to our clients.” Through his writing, speaking and programs, Yastrow motivates participants to move past canned interactions with prepared pitches and begin listening to clients, and thus developing more persuasive interactions.

Keynote Speech