Diane Berenbaum & Tom Larkin 
How to Talk to Customers 
Create a Great Impression Every Time with MAGIC

Filled with case studies and anecdotes, How to Talk to
Customers demystifies the most critical aspect of customer
service: conversations employees have every day with customers. In
this must-have resource, Diane Berenbaum and Tom Larkin outline a
proven system based on their MAGIC customer service training
program. MAGIC, which stands for Make A
Great Impression on the Customer, can help
anyone become the type of communicator that makes their customers
feel special.

For more on this book, visit www.howtotalktocustomers.com

Table of Content

Preface ix

Part One The Essence of MAGIC 1

Introduction 3

1 What Does MAGIC Really Mean? 9

2 What Are the Benefits of MAGIC? 15

Part Two MAGIC–It’s Your Choice 21

3 Releasing Your MAGIC Mind-Set 23

4 Create a Climate for MAGIC Relationships 29

Part Three Build MAGIC Relationships 35

5 First Steps 37

6 Connect with Empathy 47

7 Build Customer Confidence 53

8 MAGIC Words and Phrases 63

9 Tragic Words and Phrases 69

Part Four Express MAGIC Accountability 79

10 Voicemail 81

11 Listening 87

12 Get to the Heart: What’s the Catchpoint? 95

13 Moving On 103

14 Close with the Relationship in Mind 109

15 Assess Your Calls with MAGIC 113

16 Handling Complaints and Difficult Situations 123

Part Five The World of MAGIC 135

17 A Culture of Exceptional Service 137

18 The MAGIC Coach 145

19 MAGIC Face-to-Face 159

20 The MAGIC of Relationship Selling 167

21 MAGIC in Collections and Default Negotiations 177

Part Six MAGIC in Real Life 189

22 Personal Stories and Lessons for Life 191

23 Some Final Thoughts 203

Acknowledgments 205

About the Authors 207

About Communico Ltd. 209

About the author

The Authors

Diane Berenbaum, a senior vice president and owner of Communico Ltd., has helped foster and build strong, long-lasting client relationships for the company. Diane has authored numerous articles and has delivered training and coaching services to both senior leadership teams and front-line associates for over twenty-five years.

Tom Larkin, a senior vice president and owner of Communico Ltd., is an authority on customer service initiatives and customer relations training and development. His work in the training
and education field spans more than thirty years. He continues to work with senior leadership teams in a variety of industries.