Why Customers Come Back: How to Create Lasting Customer Loyalty

Why Customers Come Back: How to Create Lasting Customer Loyalty

by Manzie R. Lawfer
     
 
Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable.

This book is not about slogans, banners, or promotions. It is about discovering and

Overview

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable.

This book is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again...and tell the world why everyone else should buy from you too!

Learning how to retain customers is important and profitable. Even a seemingly negligible increase in repeat business-just five percent-produces a whopping 60 percent increase in profits.

The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them...right now.

Editorial Reviews

Soundview Executive Book Summaries
In Why Customers Come Back, seasoned sales consultant Manzie Lawfer describes what motivates customers to do business with a company, and how companies can use that information to create a customer base that returns to do business again and again. After studying customers and their buying habits for nearly 30 years, Lawfer developed five principles that determine customer loyalty. By putting these principles in a concise form, Lawfer shows readers how to properly apply them to increase customer loyalty. Copyright © 2004 Soundview Executive Book Summaries

Product Details

ISBN-13:
9781564146953
Publisher:
Career Press, Incorporated
Publication date:
12/28/2003
Pages:
219
Product dimensions:
5.94(w) x 8.96(h) x 0.46(d)

What People are saying about this

Manzie Lawfer has written a wonderful book that should be required reading for anyone who deals with customers. A great read.
author of Secrets of Power Negotiating and The Weekend Millionaire's Secrets To Investing In Real Estate
Brian Tracy
Repeat business is the easiest and most profitable of all! This book shows you how to create lifelong customers, your key to business success.
author of Goals!
Mark LeBlanc
This book is for anyone who is serious about creating a customer for life, outlines everything you need to know and do to make that happen.
author of Growing Your Business

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