If you only have time to read one customer service book in your life, read Customers for Life by Carl Sewell and Paul Brown. This is the bible good service. The main idea is that rather than building a business on one-time sales, it is better to make friends out of clients and serve them for life.

If you've already read this book, then you already know how good it is. If not yet, here is a summary of the main thoughts. This, of course, is just a pale copy - the book contains a million live examples and useful little things that are not in this digest. But even this is better than nothing.

So, “Customers for life”:

1. Listen to customers and give them what they need.

Don't assume you know your customers' needs. Find out for sure: ask at the checkout to fill out a short form. While the cashier is counting money or swiping a card, there is just a free minute.

In the questionnaire, ask at a minimum about expectations (Are they satisfied or not?), about the consistency of the product and price (Do customers feel deceived?) and about the effectiveness of your work. These three questions alone will help you understand whether you are doing a good job or not.

Ask clients what they would like, but don't pressure them.

2. Deliver more than you promise.

There are two sides to this. First, don't promise too much. If you don't meet the client's expectations, it doesn't matter how well you did the job. The client will still be dissatisfied. In general, keeping promises is more important than any other part of the service.

Second - Do a little more than you promised. A small bonus on top of what was promised always causes delight. If you are making a tour package, add a guidebook, a map and an international SIM card. If you sell a computer, install free useful programs on it.

3. Smiles alone are not enough. Build a system.

Being polite and helpful is the icing on the cake. Nobody needs those smiles if you have queues, a bad product or you're letting a client down.

Build a workable system. In such a system, work is completed efficiently and on time. Eliminate as many bottlenecks as possible. Key processes are reinsured. Everyone knows what they are responsible for. The warehouse is in order. Calls are recorded and logs are kept automatically. There is a list of items in the toilet for the cleaning lady. The manager has everything written down Control questions. Everyone knows what to do when something goes wrong.

A workable system is built from the question “What can break?” Everything that is possible is automated.

4. If the client asks, say “Yes.”

Provide additional services when the client requests. If you sell cars, you can rent them out, find a car service center, drive the car to another city, call a taxi, find a permanent driver, change a tire, make a second key, and take the car for tinting or getting a new one made. salon

Change your understanding of your mission: from “selling cars” (“selling travel packages”, “selling computers”) to “helping the client”.

Economic effect: let's say you ordered a taxi for a client and gave 500 rubles to the driver. They acted in a friendly manner. Result: received a client for life, spent 500 rubles and 15 minutes of time.

5. Fire the supervisors

Controllers are evil. If a worker knows that someone else will finish his work, he works carelessly. Controllers reduce liability.

If an employee makes a mistake, he corrects his mistake independently and free of charge. Everyone should understand this.

Every return and claim is a reason to figure out what went wrong. Be sure to get to the bottom of the cause and eliminate it. Maybe a person doesn’t know how to do something; he needs to be taught and add this information to the corporate knowledge base. Every complaint should improve the system.

6. Pay employees like partners.

Link employee salaries to the performance of their specific work, or better yet, to the performance of the entire company. Each employee should feel personally responsible for their standard of living.

Pay more than the market average so that a queue of good specialists will line up for you. Take care of people as partners. Grow them.

It’s better to pay 20% more and get a job 50% better than to pay like everyone else and lose clients.

7. Admit mistakes

Everyone makes mistakes. The question is not to never make mistakes (although this should be strived for), but to admit your mistakes and be able to correct them.

If you screw up, admit your guilt. Tell me where you are wrong. Decide what you will do to correct the mistake. Do it. And do a little extra.

Did you tighten the wheel poorly, did it break? Admit the mistake. Repair the wheel and everything that breaks because of it for free. Wash and vacuum the car, inflate the tires. Place a bouquet of flowers in the salon.

Shielding yourself and proving to the client that you are not to blame is a dead end. Suppose you are justified - what next? The client is still upset and feels like you let them down. He will not return. And what good is it if you were right?

Do you want to sell more and more every day?

Then you definitely need to get acquainted with the work of Carl Sewell.

“Customers for Life” is a book that absolutely every entrepreneur should read. The main goal of any sane entrepreneur is to increase profits. Increased profits due to what? Of course, at the expense of new or old clients. Only thanks to them will your business prosper and develop. Therefore, give them due attention.

In this article we will look at the 10 main commandments of customer service, taken from the book “Customers for Life” by the genius Carl Sewell.

But we managed to do this only in 30 years. These 30 years were years of hard work and skillful communication with clients. Only through customer retention did Carl Sewell manage to increase profits to hundreds of millions.

Do you want the same?

Then you should take a little time and read this book. In the meantime, here are the 10 Commandments of Customer Service from the great Carl Sewell.

"Make Them Come Back"

Do you want to “conquer”? Then find out what he wants and give it to him. Each time, you will learn more and more about the client. And as a result, the client will be yours.

“Systematics is what you need”

You won't be able to solve the problem with just a nice smile, and you certainly won't be able to know for sure that you did your job perfectly. The company must work efficiently and smoothly, like a Swiss watch. Each employee must know his job. Everyone knows what exactly they are responsible for. Then the team will know what to do in a situation when something goes wrong.

“Promise less, deliver more!”

When communicating with clients, you should not promise what you cannot give. It's better to promise less, but in the end give him more than he expects. Such nice bonus will evoke only positive emotions in. Just remember one thing, the client should see a special attitude towards you from you. After such communication, the client will definitely return more than once.

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

You should not sell the product to the client, but help the client. If he asks you to do something that is not part of your direct responsibilities or is a separate service that costs money, do it for him.

Of course, if you sell laptops and a client asks you to help move their furniture, then obviously your answer will be “no.” But, if this is an additional service to part of your work that you would do for your friend for free, then do not charge the client. Make him feel important to you.

“An employee working with customers must have the authority to deal with errors and complaints.”

All people make mistakes. So he may make a mistake, but it is not at all necessary to punish him. He must analyze his mistake himself and for free, so as not to make it in the future. Give him the opportunity to correct the situation.

People who are often fined stop doing anything effectively. To prevent employees from making mistakes, train them better, create special programs for training interns, or conduct exams.

“No complaints? That means something is wrong!”

Remember, everything cannot be perfect, everyone has complaints and this is a completely normal situation. But if complaints do not reach you, then this only means one thing: something is going wrong.

Employees should not be afraid to tell you about shortcomings; they always have been and will be. It's better to solve the problem right away. Try calling your clients after they have visited you. Ask if they liked everything and if they need any more help. Of course, if you have a large company, with a large flow of clients every day there will be no time to make these calls yourself. In this case, you should have a call center. Let the call center operators take care of this.

"Measure everything"

Numbers and statistics are what should be important to you. Measure everything, you will never know the health of your company without measuring all the necessary indicators. Count your visitors on the site, and sales.

"The wages are unfair"

Each work must be measured in monetary terms. Give your employees the salary they want. But only after that, demand from them the level of quality of work that you need. Make it clear to your employees that the salary they want will be when the level of their work is at a high level.

“Your mom was right!”

Taking care of and respecting clients is what should come first. Respect your customers, then they will come back to you.

Modernization

Find out how the best in your niche are doing. How they develop.

Forming strong relationships in all areas of life is an important component of success. It is also important for you to create strong relationships with clients.

Building a relationship seems like a simple task, but it requires time, tact, and effort on your part. Developing these relationships can sometimes feel like an onerous task, but the rewards for your efforts are often very significant. Why? Such communication with clients helps to increase people’s trust in you, increase sales, and connect word of mouth.

To build strong relationships with clients, try these few more tricks:

1. Treat others the way you want to be treated. This often seems obvious. But few people follow this principle. Especially in business. Put yourself in your place and provide the level of service and attitude that you would like to see when coming for a similar purchase.
2. Be honest. Lies about your products, raw materials, or quality of services can play a cruel joke on you and greatly damage your reputation. If you can't provide something to a client, be honest. Clients will appreciate this and begin to trust you.
3. Remember that your customers are people, not numbers. After speaking with a potential client, remember the name and key facts about him. Don't think of it as a statistical unit. The little details you learn from a conversation will help create an exceptional customer experience.
4. Watch your body language. There's a lot people don't say. What's in their head. Little clues from their body will help you correctly assess the situation and understand in which direction to take the conversation.
5. Show genuine interest in the client. You know the situation: you came to the store to look at a laptop. Don't buy. Bye. Just choose. Here the consultant/salesman is showered with compliments and smiles, ready to carry you in his arms. But you say the terrible thing: “I’m not buying yet. I don’t have enough money with me.” The eyes grow dim, interest is lost, the seller turns his back with a sour expression. It's unpleasant, isn't it? I am sure that after such service you will not return to this store.

Don't force yours potential clients feel the same. Treat everyone kindly, regardless of whether the person came to buy from you or just walked in by chance.

Conclusion

Working with clients is not an easy task with many pitfalls. But this is a very interesting experience. Therefore, learn new tricks, try to understand everyone. Then your clients will truly become “Customers for Life.”

Was it helpful? Like it! I will prepare more interesting materials on different books.

Now is the time to think about how to work with difficult clients. This ABC will help you figure it out: Read now!

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 products, 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 converting casual buyers into... regular customers, the results will be only 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.

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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 in front of him 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 useful tips. 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.