Winning the Customer: Turn Consumers into Fans and Get Them to Spend More / Edition 1

by Lou Imbriano

Overview

Build Customer Relationships and Win Big Revenue!

“Unbreakable relationships are crucial to success in business. Lou Imbriano captures what it takes to forge the kind of deep credibility that encourages consumers and clients to trust you with their hard-earned dollars. If you want to deepen your customers’ trust and grow your revenues, I suggest you read Winning the Customer and you will win.”
—Bob Reynolds, President & CEO, Putnam Investments

“Lou Imbriano rescues the word ‘winning’ from the clutches of Charlie Sheen . . . and, like a Patriots playbook, Lou takes you through his game plan for successfully building a victorious team that opponents will respect and fear . . . from who should be answering your phone to effectively saying ‘no,’ it’s all there . . . lazy, unmotivated people, this is not for you. . . .”
—Steve Levy, ESPN SportsCenter anchor

“Imbriano definitely made his mark in the NFL and now he’s an MVP again with his new book, Winning the Customer. Lou’s down-to-earth marketing philosophies, which he brought to the Patriots, epitomize how everyone, in any industry, should approach marketing. If you want to truly know how to build remarkable business relationships, read Winning the Customer.”
—Michael O’Hara Lynch, Head of Global Sponsorship, Visa

“At a time when consumers have the power to use media where and how they choose, to like, dislike, and share their opinion on products and corporations, brand engagement is the best answer to build emotional and enduring relationships between brands and all their relevant communities. This book should be given to anyone who wants to understand the new dynamics that can bond brands with their ever-demanding customers.”
—Lucien Boyer, President & Global CEO, Havas Sports & Entertainment

About the Book:

During his nine years in senior marketing positions with the New England Patriots, Lou Imbriano laid the foundation and marketing vision for the football team that led to its astronomical growth and explosive revenue—perfectly positioning them to be ready for when the Patriots became repeat Super Bowl champions and the NFL brand to beat.

Now CEO of TrinityOne, a strategic marketing firm, Lou has an undefeated record of showing all types of companies how to tackle customer relationships and convert them into tangible revenue. In Winning the Customer, Lou delivers his original strategies for both short- and long-term financial success:

• The Marketing Playbook: how to identify those who are dying to spend money with you
• Relationship Architecture: how to connect with customers in meaningful ways and create “memorable moments”
• The Revenue Game: how to build revenue instead of selling concepts

Throughout the book, you’ll find Lou’s dynamic personal stories drawn right from his years of real-world business experience. He’s learned that to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely. Winning the Customer shows you how to do just that using the Three Tiers of Customer Relationships. Imbriano shares his strategies with his innovative DELIVERS system: Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, and Sacrifice.

Filled with practical information and written in Lou’s inimitable conversational style,Winning the Customer is your all-pro offensive attack against old, ineffective methods and flat results. Lou’s tools will give any business an inspired team, supersized income, and a virtual stadium full of engaged, high-paying customers.

Product Details

ISBN-13:	9780071775267
Publisher:	McGraw Hill LLC
Publication date:	08/19/2011
Pages:	240
Product dimensions:	6.00(w) x 9.10(h) x 0.90(d)

About the Author

Lou Imbriano, the Vice President and Chief Marketing Officer of the New England Patriots football team from 1997-2006, is President and CEO of TrinityOne, a marketing company specializing in creating strategy for corporations to maximize revenue generation through building customer relationships and becoming custodians of the brand. Formerly a radio and TV producer, he has appeared on numerous local Boston radio and television programs. Lou has been profiled on Forbes.com as one of its “Names You Need to Know” and has written multiple columns for the Sports Business Journal. Lou, who teaches sports marketing at Boston College, is based in Boston, MA. Visit Lou at www.louimbriano.com.
Elizabeth King, a professional writer and test preparation educator, is author of Outsmarting the SAT. She lives in New York City.

Table of Contents

Acknowledgments xv

Introduction xix

Part 1 The Marketing Playbook: Marketing Operations are your foundation 1

Chapter 1 Transactional Versus Relationship Marketing Model 5

Designing a Business Operations Model Built for Revenue 7

Changing How We Thought about Teamwork 8

Don't Cover Up the Weak Spots 11

Management: Reinforcing and Defining Roles 11

Defining Your Structure 12

Putting People in Position to Win 13

Key System Elements 15

How to Thrive in a Structure as an Employee 17

Put the CMO in Charge of Both Sales and Marketing 19

Think Like a Structured CMO Even If You're a Team of One 20

Creating Connection Across Departments: Custodians of the Brand 21

Going Beyond Reception 23

Chapter 2 Consumer Affinity: Making Fans of your customers 25

Creating Fans 25

Identifying Fans of Your Company 27

The Rings of Fan Avidity 30

Moving Fans to the Inner Rings 32

Promotions that Move People Through the Rings 33

Simple, Creative, and Dominating 34

Little Bit of Time, Big Impact 39

Promotions foe Different Ps 40

Shock and Awe 41

Final Thoughts 42

Chapter 3 Building Revenue-Generating Extentions 45

The Three-tier customer model 47

Getting Started: Organizing Your Tiers 47

The First Tier: Your Season Ticket Holders 48

The Third Tier: The Corporate Sponsors 49

The Second Tier: Club Seats 50

Initial efforts: How building a new stadium revolutionized our marketing 51

Never Close the Opportunity for Further Revenue 54

Identifying and Creating Tiers at Your Company 56

The Birth of the Revenue-Generating Extension 58

Revenue-generating extensions 61

Don't Forget the Customer Service 63

Making it your own 70

Final Thoughts 71

Part 2 Relationship architecture: Building remarkable business relationships 73

Chapter 4 Delivers 77

D: Dedication 81

Your Individual Business Brand 82

Saying No Can Be a Positive 83

E: Energy 84

Positive Energy Evokes a Positive Response 85

Find Your Trigger 85

L: Loyalty 86

The Independent Problem Solver 86

I: Invest 88

V: Vision 91

E: Engage and Entertain 93

R: Responsibility 95

s: Sacrifice 97

Relationship Architecture is a Discipline 99

Chapter 5 The Ten Commandments of Relationship Building 101

The Art of the Icebreaker 101

It Takes Only One Change in a Process to Make a Difference 104

Controlling the Process 105

The ten commandments of organizing a business relationship 106

1 Thou Shouldst Always Review the Business card of Anyone You Meet 107

2 Create a File and a System to Capture Information about the Relationship 109

3 Follow Up with Any Person You Meet 111

4 Honor Your Relationship and Gather Information 112

5 Thou Shalt Not Stop Here 115

6 Send Periodic Notes to Keep Communication Flowing 115

7 Surprise People by Remembering Something That Is Very Important to Them 115

8 Invite People to an Event That You Can Attend Together 118

9 See That What You Do Delivers to the Relationship 118

10 Repeat Commandments 6 through 9 on a Consistent Basis 119

Chapter 6 Creating Memorable Moments 121

Memorable moments 121

Magnitude or Attitude? 124

The Bow 127

Finding the Bow and Tying It Perfectly 130

It's All about the Execution 131

The Hunt for the Perfect Bow 131

Groups: Exponentially Magnified Relationships 134

Relationships Equal Revenue 135

Your network, not your net worth 137

Part 3 The revenue game: Converting Relationships into revenue 139

Chapter 7 Build, don't sell 141

Stop selling 141

Keep the Contract in the Drawer 143

Forgoing the short-term sale 146

Listen and Solve 147

Always be creating 148

Closing Isn't Selling 150

Cold Calling 151

Seven deadly sins of sales and marketing 156

Greed 156

Gluttony 156

Envy 157

Sloth 157

Pride 157

Lust 158

Wrath 159

Chapter 8 Revenue generation: The new business funnel 161

The nine steps of the new business funnel 162

1 Prospecting 162

2 Research 165

3 Identify Your Target List (Short List) 168

4 Relationship Architecture 170

5 Needs Analysis 173

6 Create a Pertinent Program 176

7 Pitch the Concept 179

8 Exchange Ideas to Get to the Close 182

9 Close/Dead 182

Creating and generating 184

Chapter 9 Don't spike the ball on the five-yard line 185

The five factors of drive 186

Direction 186

Desire 186

Discipline 187

Determination 187

Destination 187

Sometimes you just have to suck it up 188

Giving up is not part of the plan 190

Quit 190

Stay the Course 191

Adapt and Overcome 193

Don't be a doormat 196

When the dust settles: the tasmanian devil effect 200

There's a price for everything 203

Afterword 207

Index 209