A wonderful book by a successful entrepreneur from the USA, “Customers for Life,” perfectly reveals a number of secrets successful business. IN difficult time In the face of fierce competition in any market niche, it is important not only to maintain sales levels, but also to methodically increase growing profits. How to do it? The answer lies in the literary work “Customers for Life.”

When a person begins to read this book, he understands that essentially this is a practical guide to action, where the main idea is clearly expressed by certain rules on how to retain a client. The owner of car dealerships and the author of the work, Carl Sewell, raised sales to incredibly high volumes. With the help of simple manipulations and ingenuity, he quickly achieved expansion of his client base, retention and attraction of new customers. In his book, Carl Sewell gives valuable advice to those who decide to increase sales and significantly increase profits.

The bestseller is intended not only for a wide range of readers. It is a must-read for managers of small, small and large businesses looking to enter the new level sales In his marketing guide, Customers for Life, Carl Sewell addresses pressing issues such as how to better organize a company, conduct marketing, structure merchandising, reimagine customer service, etc. He shares with readers a useful set of instructions - from getting organized and salary levels for employees before structuring large-scale projects.

The work “Customers for Life” is not only useful for self-education in the field business relations. It's interesting and fun to read. The special value of the content is that the book was written by a truly successful, accomplished businessman, and not by some smart armchair professor or middle manager. The bestseller is easy to read, in one sitting.

The plot of the book revolves around the relationship between a manager and consumers. Clearly formulated rules are provided that should be followed in the process of cooperation with clients. That is, the author of the book, Carl Sewell, directly advises: “promise less, do more”, “if a client asks for something, the answer should always be “yes””, “monitor complaints, if there are none, then something is wrong” so”, “demonstrate a polite attitude towards people.”

This wonderful book has a lot of useful advice. Among others, one of the most productive is “Japanize.” You will definitely find out what this means when you read the excellent guide for modern businessmen, “Customers for Life.”

On our literary website you can download the book “Clients for Life” by Carl Sewell, Paul Brown for free in formats suitable for different devices - epub, fb2, txt, rtf. Do you like to read books and always keep up with new releases? We have a large selection of books of various genres: classics, modern fiction, psychological literature and children's publications. In addition, we offer interesting and educational articles for aspiring writers and all those who want to learn how to write beautifully. Each of our visitors will be able to find something useful and exciting for themselves.

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 a practical guide to working with clients (and, incidentally, to organizing the work of an 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 the latest 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 production system Toyota) and Genichi Taguchi are excellent sources for creating efficient 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)

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?”

The book was written not just by a writer, but successful businessman Carl Sewell. He has achieved significant success in the profession through his innovative and quality work with clients. The book is practical guide how to not only attract new customers, but also retain old ones. Here you will find and illustrative examples successful marketing and worldchandising...

Why the name “Customers for Life”? It's just that Carl Sewell believes that you should rely on regular customers, since focusing on one-time purchases will ultimately kill your business. But in order to retain regular customers, you need to radically reconsider your attitude towards them. Service must reach a new quality level. This applies to everything from the work of the staff to the appearance of the cleaners and the landscape of the pre-store area. There are no trifles in this important matter.

The author shows his vision of working with clients using the example of a car company. In it, starting with the director, everyone is focused on results. They are constantly increasing sales and breaking records (often their own). All this with descriptions of processes and practical examples that are competently described in the books. The author is not trying to force you to act similarly to an employee of this company, but he indicates the development path that you can follow to achieve success. You should not assume that if an example concerns the automotive industry, then it is intended exclusively for it. Quite the opposite. Carl Sewell gives you universal tips and tricks.

The book will be extremely useful and interesting for people involved in sales or developing their business. It will help both novice entrepreneurs and seasoned businessmen, because everyone can find something useful in it.