How to Win Customers and Keep Them for Life, Revised Edition

by LeBoeuf, Michael (Author)

• ISBN13: 9780425175019
• ISBN10: 0425175014
• Format: Paperback
• Copyright: 2000-08-01
• Publisher: Berkley Trade

Summary

One of the nation's foremost business consultants presents a hard-hitting, rewards-and-incentives program for creating a winning sales team. This classic, no-nonsense guide is completely updated for today's computer-driven world.

Table of Contents

Are ``Nice Customers'' Ruining Your Business?	xiii
Something to Think About	xv
Preface to the Twenty-first Century Edition	xvii
An Essential Introduction	xxi
PART ONE: The Basics
The Greatest Business Secret in the World	3	(7)
Better Than Selling	10	(7)
The Greatest Customer You'll Ever Win	17	(5)
The Only Two Things People Ever Buy	22	(9)
They'll Buy Much More When They Buy You	31	(7)
The Customer's Perception Is Everything	38	(11)
To Win New Customers, Ask the Golden Question	49	(9)
To Keep Customers for Life, Ask the Platinum Questions	58	(12)
The Five Best Ways to Keep Customers Coming Back	70	(11)
PART TWO: Managing the Moments of Truth: Ten Action-Ready Strategies
Introduction	79	(2)
What to Do When the Customer...
Appears, Calls, or Inquires	81	(10)
Is Angry or Defensive	91	(8)
Has Special Requests	99	(7)
Can't Make Up His Mind	106	(6)
Raises Obstacles or Objections to Buying	112	(12)
Gives Buying Signals	124	(8)
Buys	132	(7)
Refuses to Buy	139	(8)
Complains	147	(9)
Is Going to Be Disappointed	156	(12)
Summing Up Part Two. To Manage Any Moment of Truth, Ask the Winning Question	162	(5)
PART THREE: The Triple-Win Reward System
Introduction	167	(1)
What Gets Rewarded Gets Done	168	(7)
How to Keep the Spotlight on the Customer	175	(15)
The Quality Customer Service Action Plan	190	(18)
Epilogue	208	(1)
Summary of How to Win Customers and keep Them for life	209	(4)
Postscript	213	(2)
Index	215