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[...]... complaints • Why do clients leave? • Strategies for turning angry clients into loyal, lifetime clients • Other strategies to handle angry clients • Strategies to win back “lost” clients LIFETIME TOOL 11: Properly Managing Your Client Base 233 How do you current client relationships measure up? • The GoalStar Lifetime Client Model • Determining the value of a lifetime client • Maintaining your client base... new clients Then I began to ask myself: “If I’m going to take my time and energy to satisfy clients, why not keep them for life?” Once I realized that my goal should be to keep clients for life rather than to make a one-time sale, I began focusing more and more on serving my clients and building long-term THE PHILOSOPHY CUSTOMER ONCE, CLIENT FOREVER In this introduction, I’ll share: • Why they are clients... discerning clients Price was not their main concern They wanted a fair price, but, more important, they wanted excellent service I soon began to realize that they wanted a lifetime relationship also 11 T H E P H I LO S O P H Y CUSTOMER ONCE, CLIENT FOREVER When clients seek you out, price is usually not the driving concern I found that as I improved my service, not only did the number of prospective clients... PHILOSOPHY CUSTOMER ONCE, CLIENT FOREVER In this introduction, I’ll share: • Why they are clients and not customers • The definition of a lifetime client • Seven compelling reasons to develop lifetime clients 1 T H E P H I LO S O P H Y CUSTOMER ONCE, CLIENT FOREVER First you must decide you want lifetime clients 2 business relationships I made some missteps early on but learned from them, always focusing... greater respect for my customers I started to call them clients For me, “customers” are those who buy a product or service one time and don’t return I found I didn’t have the proper concern or respect for a customer The word client, ” however, implies an ongoing relationship Such relationships are built on trust and respect In a nutshell, I learned that customer implied a transaction; client implied a... application will be challenging I urge you to You can call them customers, but treat them as clients 3 T H E P H I LO S O P H Y CUSTOMER ONCE, CLIENT FOREVER Lifetime clients will consider you their trusted adviser and will refer others to you read and reread this guide and to implement all the suggestions When you succeed in building client relationships, recognize and note which suggestions aided... understand the value of a lifetime client Even if he had, would he have known to take the actions I 9 T H E P H I LO S O P H Y CUSTOMER ONCE, CLIENT FOREVER describe—which are based on the strategies I offer in this guide? QUESTIONS FOR YOU • Do you appreciate the value of lifetime clients? • Do you have the proper strategies to keep your clients for life? Returning clients bring you greater profitability... business LIFETIME TOOL 9: Gaining Valuable Client Feedback 185 Why is client feedback important? • Suggestions for setting up a client panel • Client survey forms • Other ways to get client feedback • What to do with the feedback you get LIFETIME TOOL 10: Converting Complaining Clients Into Lifetime Clients 209 The impact of client complaints • No news is not necessarily... meeting and exceeding clients’ needs My job became a matter of showing up and doing what I was good at Without realizing it, I had become a trusted adviser to my clients 2 Your Sales Increase Once I no longer had to seek out new clients, I could concentrate on increasing business with existing clients and the new ones who sought me out All my clients were serious about doing business Clients were bringing... approach and his recommendations are timeless Customer Once, Client Forever is a welcome addition to the ongoing effort of improving the dialogue between companies and their clients Business is as competitive as it has ever been You must do all you can to keep your clients for life Reading this book is an excellent place to begin PAUL B BROWN Co-author, Customers for Life Cape Cod Bay, Massachusetts . Customers for Life Customer Once, Client Forever Customer Once, Client Forever 12 Tools f o r Building Lifetime Business Relatio nship s RICHARD BUCKINGHAM RICHARD BUCKINGHAM Customer Once, Client. BUCKINGHAM Customer Once, Client Forever RICHARD BUCKINGHAM KIPLINGER BOOKS Washington, D.C. Foreword By Paul B. Brown, co-author of Customers for Life Customer Once, Client Forever 12 Tools for Building. patronized as a customer. There is nothing magical about the lessons in Customer Once, Client Forever. They are based, above all, on principles of square-dealing, fair play and treating your clients
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