The book “Customers for Life” is for those entrepreneurs who not only want to earn money as quickly as possible, but who strive to create a large and growing project on long years . If you understand the importance of creating bases regular customers , then this book will be the best guide for you.

Sewell's goal was to establish strong emotional connections with existing clients. As the numbers on his bank account show, this approach works 100%!

“Instead of launching several new programs to attract customers, why not make sure that you are meeting the needs of existing customers as best as possible?”

This book will help you significantly increase customer lifetime, as well as develop your own methods for improving customer service.

We chose 5 most effective advice that you can implement in your business right now:

1. What is “good service”?

Establishing a dress code in your company, teaching employees to smile and say memorized stereotyped phrases is not enough to good service. A person can determine real concern from actions by the slightest notes in his voice biorobot programmed to give compliments.

Don't assume that anyone in your company knows what the customer wants. Unless you train your staff to read your customers' minds. Jokes aside, but no one except the client will say what he In fact expects from interacting with you.

So how can you create the highest level of service in your company? “Everything is brilliant and simple.” Ask the customers themselves what they want, and then give it to them! There is no need to spend money on expensive consultations with specialists. All the “secrets” are before your eyes.

Exists great amount ways to find out what customers want: surveys, organizing and holding meetings, focus groups, master classes, etc. The choice depends on the specifics of your business.

One of the most simple methods Carla Sewell - questionnaire with three questions about the client’s compliance with his expectations and the reality of the transaction. But don't overdo it with surveys. Remember this must be unobtrusively And voluntarily.

2. “When the money is small, the customer is always right”

Take action always in favor of the client, if we are talking about small amounts. For example, if the question is whether or not to pay compensation for a damaged item, pay it. Even if you have doubts that it is your fault, return the money anyway.

Why do you sometimes need to act to your own detriment? This way you show your trust in the client, and this is a big plus for you. Next time he will be more likely to contact you because he will know that this company keeps its word.

There will undoubtedly be those who will use your principles in for selfish purposes, but such cases, in the experience of Carl Sewell, occur quite rarely.

“The clients are good. If a client says that he has a problem, 99 percent out of 100 that this is true. Don't let the 1% change how you feel about the 99%."

However, if you see that the client regularly tests your trust, then tactfully advise him to go elsewhere.

3. How to make your mistakes forgiven

No matter how hard you try, the point is that mistakes are inevitable. Under no circumstances pretend that nothing happened. Just admit your mistake and do everything possible to correct the situation as quickly as possible. It is advisable to do this in front of the client! And don't forget to apologize.

Of course, you shouldn't abuse this. According to Carl Sewell:

“Every time you do your job well, you replenish your trust deposit.” Every time you make a mistake, money is debited from your account, with one mistake corresponding to ten completed cases. As long as your account balance is positive, customers will forgive you."

The client should always have opportunity to complain. This way you will receive feedback, which will help reduce the percentage of errors and make it easier to correct them.

4. Every little detail is important

Your image in the eyes of the client is formed from the smallest, at first glance, insignificant details. Therefore, pay attention to the smallest components of your business: from beautiful presentations, booklets, signage, to room design, comfortable furniture, clean toilets and so on.

All this affects your brand, and ultimately, on the level and number of clients.

But the most important thing that you should never forget is that the politeness of employees comes first.

5. Who is more important - the client or your employee? Correct answer: both

You can't expect staff to be nice to customers if the business owner doesn't take the time to do so. great attention. Don't destroy your company from the inside. Good specialists choose to work in companies where they can treated humanely, and not like just another screw.

Create corporate culture, systems of incentives and rewards for success in work. Let your staff feel involved in the development of the company. The talent of a leader is to make them feel your company is their brainchild.

Give thanks them every time for a job well done. Celebrate their achievements. Encourage initiative and a creative approach. Make it possible for employees to share their ideas and methods for increasing the company's performance.

Customers for life Carl Sewell, Paul Brown

(estimates: 1 , average: 5,00 out of 5)

Title: Customers for Life
Author: Carl Sewell, Paul Brown
Year: 1998
Genre: Management, personnel selection, Popular business, Foreign business literature

About the book "Clients for Life" by Carl Sewell, Paul Brown

Carl Sewell is a successful businessman who managed to increase sales to unprecedented heights by attracting and retaining customers.

His book is practical guide on working with clients (and at the same time on organizing the work of the enterprise, marketing and merchandising). Sewell recommends that everyone rely on repeat customers, since the mindset of one-time sales makes business unsustainable. And he convincingly proves: in order to retain a client, you need to reconsider your views not only on service as such, but also on the organization of work, remuneration, cleanliness of premises, landscape design and many other little things.

The book will be useful both to those who are just starting their business and to those who are looking for ways to further expand it.

16th edition.

On our website about books you can download the site for free without registration or read online book"Customers for Life" by Carl Sewell, Paul Brown in epub, fb2, txt, rtf, pdf formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and real pleasure from reading. Buy full version you can from our partner. Also, here you will find last news from literary world, learn the biography of your favorite authors. For beginning writers there is a separate section with useful tips and recommendations, interesting articles, thanks to which you yourself can try your hand at literary crafts.

Quotes from the book "Customers for Life" by Carl Sewell, Paul Brown

Good work means the following:
done correctly the first time;
Having an action plan for when things go wrong.

Thus, a vicious circle is obtained. If you treat your customers well, they will treat you well. If they treat you well, they will buy more. If they buy more, you'll earn more and therefore treat them with even more attention.

Finding the reason why a product isn't selling is just as important as finding the reason why it's selling well.

The clients are good. If a client says that he has a problem, 99 percent out of 100 that this is true. Don't let the remaining 1% change how you feel about the 99%.

Treating people kindly is only 20% of good service. The more important part is developing technologies and systems that get the job done right the first time. No amount of smiling will help you if your product or service does not suit your customer.

What is the benefit for the client?
Will the customer be able to easily understand what this benefit is?
How will the responsibilities of our employees change?
How will this idea or program impact our existing systems?
Are there any examples of successful implementation of something similar? What can we learn from others' experiences?
What could go wrong?
Will this give us an advantage over our competitors?
How much is it?
Will this allow you to make money?
When should we start evaluating results?

Don't be afraid that someone will try to exploit you. As a rule, people only call when they actually need help.

Do not take money for such additional services that are help. If you wouldn't ask a friend to pay for such help, don't ask a client either. Don't worry, you will earn more in the future than you can imagine.

Preventing any possible deviations is the most effective method improving your service. Books by Edwards Deming, Eliyahu M. Goldratt (the book "The Purpose"), Taiichi Ohno (this is the man who built the production Toyota system) and Genichi Taguchi can serve as excellent sources for creating effective systems service.
The best example of developing a successful system is the story of McDonald's and French fries.

– Make a decision to be the best. Set your goals at the highest level; if you expect more, you will achieve more.
– The boss should be an example. A leader cannot only preach. He must lead by example. Leadership is effectiveness. If one of your goals is spotless cleanliness and you don't pick up trash in a parking lot when you see it there, don't expect any of your employees to do so.
– Celebrate your successes. This will reinforce the importance of what you believe. Talk about your values ​​and goals regularly. Mention the names of people who exceed standards often. And this information will be heard.

Download free book "Customers for Life" by Carl Sewell, Paul Brown

(Fragment)

10.04.2017

Book Clients for Life

Customers for Life is the iconic book on customer service written by successful leader the best car dealership in the USA.

Carl Sewell - About the author

Cars Sewell is the head of one of the largest car dealerships in the United States. He is known among his competitors as the “impossible” man - where others sell 100 cars a year, he sells 500. Sewell independently created an entire system for attracting and retaining customers, relying on long-term relationships with them. His attention is focused on every detail - from well-trimmed lawns around car dealerships to sparkling clean toilets.

Review of the book Clients for Life

Nine Commandments of Customer Service

1. Keep customers coming back

Ask customers what they want and give it to them over and over again.

2. Systems, not smiles

Just because you say “please” and “thank you” does not guarantee that you are doing the job right. Only systems approach can guarantee this.

3. Underpromise, overdeliver.

Clients expect you to keep your word. Exceed their expectations!

4. When a client asks for something, your answer is always “yes.”

And only so!

5. No complaints? Something is going wrong.

Encourage clients to tell you what you're doing wrong

6. Measure everything.

This is exactly what you should do!

7. Fixed salaries are unfair.

Pay people as partners.

8. Respect comes first.

Show respect for people. Be polite.

9. Japaneseize!

Did you do well? Now do it even better!

Tips from Carl Sewell's book Clients for Life

Always price your work at 10% more than it might be worth.. Therefore, your final bill may be reduced compared to preliminary assessment. Do something extra if your client agrees to pay 10% more.

Do what you promise and do it the first time.. If an employee makes a mistake, he must correct it for free, since the company does not receive money for poor quality work.

Make it easy for the customer to complain. It's unpleasant, but at least you'll have a chance to make things right.

Hire independent thinkers. The most effective people always know how to bend the rules to get things done. Good work for the client and for the company.

Don't be afraid to pay your workers more than anyone else in your industry.. By hiring top-notch people, you will achieve more. Pay more than your competitors.

Whatever services you provide, create a “wow” effect.. Something should impress the client so that he understands how attentive to detail you are.

Customer service is neither a science nor an art, it is simply accuracy, courtesy and attention to detail. Love your customers and try to turn them into regular ones. Pay your employees five times more than your competitors, but also demand ten times more from them. Know how to admit mistakes, always start communication with the words “yes”, respect your competitors and do not hesitate to borrow the best from them. And of course you love what you do - seven days a week, 24 hours a day

Carl Sewell, who wrote the book Clients for Life, is successful businessman, and he shares his experiences and thoughts with readers. His advice will be useful to all entrepreneurs, managers and those involved in customer service. In modern realities, hardly anyone can be surprised by the abundance of goods on the market. You can go and easily buy what you want, having a wide selection. But how then can companies make sure that people buy from them if there are many competing companies in the market? Carl Sewell suggests paying attention to customer service.

One of the most important points in business is communication with consumers of products, with those who have already become or may become clients. Moreover, the author of this book writes that we need to focus on ensuring that clients become regulars. If you focus on one-time sales, then the business will be in an unstable position, and everything could collapse at any moment.

This book talks about how to turn every client into a loyal buyer who will come to you to buy what he needs. There are tips here on how to behave if the buyer is still wrong, how to identify his needs and satisfy them so that both parties win. The author writes not only about communication between employee and client, but also about the relationship between the manager and employees. He talks about wages, general atmosphere, cleanliness and comfort, design and many other little things. Using specific examples, he explains what needs to be done and how to avoid common mistakes. Despite the fact that the book was written by an American author for an audience with a different mentality, many of the recommendations will be useful to Russian businessmen.

On our website you can download the book “Customers for Life” by Carl Sewell for free and without registration in fb2, rtf, epub, pdf, txt format, read the book online or buy the book in the online store.

Carl Sewell, Paul Brown

Customers for life

From the publishers

This book was first published in 1990 in the USA and has gone through several reprints. We take the liberty of asserting that at the moment, among the books published in Russia, there is nothing better on the topic of attracting and retaining clients.

Although the author, Carl Sewell, sells luxury cars, his advice is not only suitable for those who work with VIP clients: even when selling cheap goods, you can (and should!) fight to ensure that people buy them from you, and not from competitors.

According to our observations, at least 80% Russian business designed more for one-time sales than for long-term customer retention. 80% of the remaining 20% ​​want to retain the client for a long time, but for this they use “mechanical” systems for maintaining loyalty (prizes, discount cards, etc.).

Sewell has a different approach: firstly, he considers the primary task to be customer retention, and secondly, that this can only be done by establishing human, emotional connections.

The book contains both a statement of the fundamental principles of entrepreneurship and a description of a specific integral current system customer retention - using the example (of course) of the business that Karl is involved in. This system is so well thought out and versatile that it is suitable for almost any field of activity.

We started using his ideas a long time ago and can say with confidence that they work.

Igor Mann, Mikhail Ivanov and Mikhail Ferber

From a partner of the Russian publication

This book, which we received in one copy in the form of A4 sheets printed on a printer, sewn with a spring, passed from the hands of one director to the hands of another with a fight, almost against a receipt. Needless to say, I read it avidly, without interruption. Then, with a cool head, I tried to understand: what is its difference from others, what is this attractiveness hidden in? Maybe it's the authority of Carl Sewell, who has been in the auto business for so many years and managed to increase his company's turnover from $10 million to $250 million in 30 years, working with four car brands? But before I picked up this book, I had no idea who Carl Sewell was, and the company I run grew its turnover from $10,000 to $356 million in 13 years. And we already have fourteen automobile brands.

Wait, maybe the author shares some unique secrets or discovers completely new, sophisticated overseas techniques for attracting and retaining clients? No, no secret information or know-how was particularly noted in the book; more than half of everything described is successfully used in our auto centers. So what's the trick?

The fact that the book will become a bestseller primarily among those who work in automobile business, no doubt. The key to her success is a good, lively style and attention to detail. Because when you read, you ask yourself: did you know about this technique or this approach? Yes, I knew. Did you use it? No. Because I didn’t think it was very important. But it turns out - or rather, it turns out once again - that everything is important. Any word. Attention. Hatch. Any little thing. No, that’s wrong: there are no small things.

And for this you feel great respect for the author. Because he collects all the little things, analyzes them, puts them in order and, most importantly, uses them. And tells others how to use them. Thanks to Carl Sewell for this.

Oleg Khusaenov, CEO International automobile holding "Atlant-M"

The first thing any businessman wants to do, whether he works in Russia, Italy or any other country, is to increase marketing budget to attract new clients.

Of course, this makes common sense. But if you don't think about what happens after new client found, it could cost you dearly. Meanwhile, you can get much more benefits from existing customers, and the price of such a business will be much lower than with a constant search for new markets.

Moral of the story: Before you rush out to find new customers, try to turn your one-time customers into lifelong customers.

This book is entirely devoted to how to achieve this.

Why should you take this approach? See: If you succeed in turning casual shoppers into loyal customers, the results will only be positive.

Selling services or products to an existing client is much easier than selling a new one. You have already established a relationship with him and know his needs. The net result: your marketing costs are reduced.

You won't have to spend a lot of effort, time and money to ensure that your customers choose you again. They are more likely to listen to your suggestions because they have already had a positive experience with you. (This is the mirror image of the first point, with a similar result: increased profits.)

If customers buy from you, they don't buy from competitors. By turning casual shoppers into lifelong customers, you win, and your competitors who don't do so lose.

Regular customers are not as price sensitive. You've already established a good relationship, and it's easier for customers to pay you a little more than to waste time looking for another company that can provide them with the same high level of service.

They will be more willing to try your other products and services. You are in a better position than other firms they have not dealt with. The trust you build initially will extend to your other offerings.

As you can see, focusing on selling to existing customers is much more effective and less expensive marketing strategy than finding new customers.

Why don't most marketers follow this approach? There are a number of reasons for this, starting with the fact that many are simply focused only on new deals - that is, in principle, they can only think about expanding sales markets - and ending with boredom: “We have been working with this person (or company) for a long time, we want something new."

But you need to understand that if you are not trying to qualify for a long-term relationship with your client, you are losing money on it. And possibly a lot of money.

Let's look at a simple example from my business. I sell cars. To keep the calculations simple, we will assume that the average price of a car is $25,000. As a rule, the average customer buys 10 cars from us in his lifetime. That is, it is $250,000 (not taking into account inflation, in 2005 dollars). In addition, customers spend about a third of its price on servicing the car (from oil changes to repairing dented wings). That adds up to about $82,500 for a total of $332,500. This amount can be earned by turning one car buyer into a lifelong customer.

Now imagine that a person bought a car from us for $25,000 and never came back because he didn’t like it with us. The difference in profit is $307,500. How many advertisements must be placed and how many sales must be held to earn 307,500?

It's hard to imagine marketing campaign, which can generate the same income that you can get by convincing your existing customer to buy only from you. Keep this in mind when setting your marketing budget. Instead of launching several new programs to attract new customers, why not make sure that you are meeting the needs of existing customers as best as possible?

Are you asking what is the first step to take? Over the next week, call the 10 clients who bring in the highest percentage of your revenue, thank them, and start a conversation about how you can make their lives easier.

Carl Sewell

Foreword by Tom Peters

This extraordinary book has an entire section—four chapters—dedicated to finding out what the client wants. There is a chapter devoted to toilets, or rather, their impact on the client’s perception. And another chapter deals exclusively with signs and signs.

And all of this comes from a man who grew his business from $10 million in 1968 to $250 million today, with profits growing at the same rate. Carl Sewell sells cars: Cadillacs, Lexuses, Hyundai and Chevrolet. Its customer satisfaction rates are incredibly high. He not only tops various ratings, but each time he brings new shades to the concept of “best”.

In places, this stunning book has a homely feel: don't charge a client for services you would do for free for a friend. (This could, for example, mean sending a technician—they're on duty 24/7—to the airport at midnight to replace a customer's broken ignition key free of charge.) The ethical approach here is to run your business by always asking yourself: what if they write about it in tomorrow’s newspaper?”