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  • You Are The Difference

    You Are The Difference

    "People Buy People First the Product Second"

    The way a person feels does affect how they behave which in turn affects the results they achieve. You Are The Difference works because not only does it help people to think differently about the customer, it also helps them to think differently about themselves and the service they give.

    About YATD
  • YATD iPhone application free and premium

    iPhone Application

    You Are The Difference Customer Service Coaching Programme with the full version of the YATD book, full length coaching DVD, powerpoint slides and motivational quotes. App is also available in free version with selected pages from the YATD book, promo coaching DVD, power point slides and motivational quotes.

    View ApplicationsApplication is available on app store


  • Just Looking Thanks DVD / Book

    "Just looking Thanks!"

    "The straight-forward guide to creating brilliant customer service"

    When the You Are The Difference Customer Service Coaching Programme is used on the shop floor everyone wins. The business wins as the level of service and customer conversion is increased resulting in happier customers and greater sales. The sales team wins as they are given a simple, effective and rewarding way to interact with customers. The customer wins as they receive a service second-to-none.
    Order Book      Order PDF Book
  • Preview of YATD Coaching DVD

    3.43 minutes

    The You Are the Difference Coaching DVD provides  managers and coaches with a unique tool to help them deliver the YATD programme throughout their business or store. The interactive DVD shows Alf presenting the principles and techniques from the main YATD session along with the individual and group exercises that helps managers and coaches tailor the session to the needs of their business.
    Order Boxed DVD      Download DVD
  • You Are The Difference

    Conferences and Events

    "Bring Alf to your next Conference or Event"

    Make the most of your next conference or event by inviting Alf as one of your speakers. He is highly sort after thanks to his entertaining, energetic and passionate style. His unique and enthusiastic communication skills inspires and motivate people which in turn enhance their individual performance.
    Conferences/Events        View Galleries
  • You Are The Difference logo in white

    “Most Compelling Programme I Have Come Across in Twenty Years”

    "Through You Are The Difference Alf has made the delivery of outstanding customer service and path to extra sales achievable for everyone. His simple techniques are easy to follow and highly motivational. I can safely say that this is the most compelling programme I have come across in twenty years in retail” Bill Godwin: Retail Operations Manager REALM
    View Testimonials

What people have said about YATD

  • Richard Wolff
    Director- International and UK Outlets
    Marks and Spencer PLC
    "The You Are the Difference and Living our Customer First work that Alf led at Marks and Spencer was excellent. People came away from his sessions very positive and ready to try out the practical methods that he gave them. The Marks and Spencer Outlet team found the Living our Customer First simple to understand and in using it felt more confident in selling to customers."

    Carole Ohl
    International HR and Learning Manager
    Marks and Spencer International Franchise Group
    "I have worked with Alf Dunbar for approximately 6 years since we launched You Are The Difference to our International Franchise customers. The success of this programme internationally was such that I commissioned a follow up workshop which we launched shortly after. Many of our customers comment on the simple yet effective messages that the programme conveys and its' simplicity is one of the strongest selling points - it works in any language. We have now rolled this out across 25 countries and for many of them it continues to be an integral part of their store induction process."

  • Robert Garnish
    Selling Support Manager
    John Lewis
    "I first met Alf Dunbar at a Chamber of Commerce business breakfast and for 8 am in the morning, was impressed by the way which he captivated and engaged an audience of some 250 people which is why I was keen for him to come and give his take on customer service to managers. As someone who has many years' experience in the retail trade, he is an ideal person to be able to coach and train on how to offer outstanding customer service, something we in John Lewis Aberdeen are striving for every time we acknowledge a customer."

    Dominic Prendergast
    Retail Director Thorntons
    "Having worked in Retail for over 30 years and been totally committed to the customer, the challenge still remains for every person in our or any company to have that shared commitment.  Since working with  Alf and his team I have been totally amazed by the response individuals have made in taking ownership in  ensuring that the customer leaves the store with the same level of service they would like to experience.  "people do buy people first". You Are The Difference has also lead to a positive sales increase within our business  and  we now look forward to rolling out the programme as part of our overall training/coaching development."


  • John O'Shea 
    Freeport Braintree Outlet Manager
    Shopping Villages
    "This man is a genius!
    I have witnessed the affect that Alf has on staff of all ages, the level of motivation they leave with after his training is outstanding and his simple techniques lead directly to improved sales. If every retailer implemented the simple techniques detailed in his book then bad service would finally become a thing of the past."

    Bill Godwin
    Retail Operations Manager
    REALM Limited
    "Through the You Are The Difference programme Alf has made the delivery of outstanding customer service and path to extra sales achievable for everyone.
    His simple techniques are convincing, easy to follow and highly motivational. I can safely say that this is the most compelling programme I have come across in twenty years in retail. I have found Alf's programmes to be inspirational not only professionally but also in my private life."


  • Michael Green
    Cheif Executive
    British Council of Shopping Centres
    "I found the session, enjoyable, stimulating but above all simple. It was obvious that if the principles talked about were put into practice there must be benefits to not only companies "bottom lines" but people’s morale. Alf Dunbar’s passion and enthusiasm made it a pleasure for all who were present."

    Louise Evans
    Centre Manager
    Clarks Village Outlet Shopping Centre

    "Following the You Are The Difference and Coach the Coach sessions that Alf delivered at Clarks Village we saw a dramatic improvement in the level of confidence of our tenants staff which resulted in a 5% sales increase immediately after the coaching had taken place. We have enjoyed working with Alf because of his fresh and innovative approach. The sessions he ran were interactive, fun and practical but also down-to-earth and realistic. Alf gave staff the skills and confidence to be able to deliver great customer service, by responding to the needs of individual customers rather than the traditional "one style fits" all approach."

Companies and Orginisations that have experienced YATD Programmes

  • Tesco
  • John Lewis
  • Sewell
  • Marks and Spencer
  • Calvin Klein
  • Cotton Traders
  • Londis
  • Thorntons
  • Telefonica O2
  • Waterford Crystal
  • First
  • Grafton
  • Jack
  • Jack
  • co-op
  • skillnet

Alf's Tweets

"Quote of the month"

Treat every customer as if they pay your wages, because they do!