Description
Fact: It costs five times as much to attract a new customer than to keep an old one. That's why, in tough times, a smart company builds its base customer by customer-for steady growth and maximum profit.
Marketing expert Ronald A. Nykiel, Ph.D., tells you how to keep your customers coming back-with clear, specific advice on...
โข RECOGNIZING CUSTOMER "TYPES" with character breakdowns and hints on how to handle them
โข ASSESSING CUSTOMERS' REAL NEEDS AND WANTS- with simple information-gathering techniques
โข BRINGING BUYERS BACK-with pre-sale strategies and point-of-encounter tactics
โข SELLING SUCCESSFULLY IN "UP" TIMES AND "DOWN" TIMES-with approaches keyed to customers' needs.
AND MORE
With case examples of success stories like American Express, L.L. Bean, and Turner Broadcasting/CNN, this book offers an updated focus for the business of the '90s. Small businesses can become big businesses and big businesses can get bigger-by.
ISBN:071831008954
