At the very beginning of the book “Customers for Life,” Sewell immediately formulates 10 key commandments that can lead a company to success.
Photo of the book Clients for Life
Photo from the book "Clients for Life"
And here's what's remarkable: the author doesn't say it will be easy and simple. Moreover, he immediately warns that there will be some benefit only when your business is profitable. But even then, you will need to provide impeccable service.
Let's be honest. Russian business is not designed for long-term customer retention, and quality service is often only available to expensive clients.
But as soon as these attitudes belarus email list are destroyed, we get a company of a completely different level. Learn to work with people, and you will get a hundred times more profit than if you spend money on attracting new clients.
So, here are the ten commandments:
Keep customers coming back.
Implement a systematic approach.
Keep your word, exceed your promises.
Use complaints as a way to improve your company.
Fire the controllers.
Measure everything.
Pay your employees like partners.
Mom was right - always be polite.
Implement the best, and then improve the system again.
When a client asks for something, your answer is always "Yes".
“The moment a client says, ‘Could you…’ you have to be willing to say yes , even if you don’t yet have a clue how to do what he wants.”
How to turn a one-time customer into a loyal one
In his book, Customers for Life, Carl Sewell outlines several such rules. The ones that stick in my mind the most are:
Don't chase one-time sales, turn clients into friends
Without being too familiar, of course. But the main question is, how? How to find out what exactly clients want and how to make them come back to you again? You will find the answer in the book. Clear and specific.
"The customer is always right, but up to a certain point. You have to find that point."
Do what you promised. The first time.
For example, Sewell suggests making it a rule to never charge a customer more money than you initially promised. How often, when you come to an ad for a promotional item, are you asked to spend something first in order to receive a "free" gift?