Transforming First-Time Buyers into Loyal Customers
School
Missouri State University, Springfield**We aren't endorsed by this school
Course
MKT 352
Subject
Marketing
Date
Dec 10, 2024
Pages
5
Uploaded by ProfessorSummer17997
Riley Maloney5/8/2024Marketing 352HamwiCustomers for Life book report"Customers For Life: How to Turn That One-Time Buyer into a Lifetime Customer" by Carl Sewell and Paul B. Brown helps teach people who own business to get those first-time customersto become customers for life with many tactics that they use as well as real examples. Through a combination of interesting stories, practical strategies, and profound principles, the authors help show you the path towards sustainable success in a competitive marketplace. I am going to be talking about all the things I learned from the book, how the book made me look at salesmen differently, as well as my opinion on the book if I had not taken this class and read the book. What I have learned from reading this book is that it is good to get inside the minds of the customers because feedback from the customer is important. Carl talked about how his business does surveys to get feedback on what his customers are thinking as well as their experience and Ithink that is a great idea. Carl also talked about how he always says yes to the customer, and I learned that from this book as well. He talked about how he will complete tasks or help out his customer free of charge to gain loyalty to the customer due to being a great help and friendly. He also goes into talking about how providing for your customer should not be only a 9-5 thing, depending on what kind of business you are running you should be able to help or answer a phone call all the time for a customer to create a more loyal customer.
Five more things that I learned from reading this book that relate to my current job include making sure that you are providing good customer service the first time and to know what to do when something happens to go wring within the deal or with anything involving your customer is the first. Consistency is key when it comes to customer service, just think back to the McDonalds potato story. A big thing that stood out to me when reading about this is that customer service is 20% nice and 80% having a good system to provide good service to your customers. Another thing I learned that really stood out to because I work in a dealership as a salesman for boats Is that its inevitable to not have problems in a dealership. I know from experience and from the book that you are always going to have to deal with problems in a dealership and you are going to have to do anything that you can to try and fix the problem that may be big or small. You also must apologize first and for most to the customer and make sure they are aware that you are going to make it right. It’s hard to avoid a mistake so don’t avoid it and learn from it. Avoiding mistakes and not apologizing and fixing them will only lead to negative feedback on you or the business that you are working for and no one wants that. One thing that the book says to do and that we do at our office is that we have meeting weekly to go over everything that each one of us has going on to keep everyone on the same page and also makes it easier to help each other when it comes to someone needing help with something. Alongwith the book talks about how you don’t need to have customer relations department because everyone should be in charge or liable for giving a good service to the customers which is how the company I work for is with us being liable for giving a good service to out customers. The third additional thing that I learned from reading customers for life is that you should always do what the business or you said that you are going to do, customers hate broken promises just like people do when someone they are supposed to trust lies to them it works the same way. The
fourth thing that I learned from reading this book that I found to be related to my job is that keeping reoccurring customers is cheaper than getting new ones with the cost of marketing as well as how the saying time is money you will spend a lot of time finding new customers instead of keeping the current customers happy and coming back for more. Yes, growing and getting newcustomers is also very important and great but I am just saying keeping the current customers and new customers that you have done work with is always a great thing. The book also talks about doing events or having a rewards system to keep the current customers coming back and I think that is a great idea and events is something that will be talked about and will create talk about your business name with the events that you are running create business traffic and keeping the name well known. The fifth thing that I have learned from that book that I have noticed in my workplace and experienced is after someone is hired teach them what makes someone succeed in that company and make sure that they are doing a good job. I went through that experience when I started working at my job as a salesman and had the successful people in the company teach me what they do to be successful and took me with them to meetings and appointments to learn firsthand which really helped a lot. They also helped show me how they doeverything and talk to the customers to give the customers the best experience possible. My opinion on salesman to be honest was not really changed from reading this book considering I was a salesman before I read the book, but it did point out certain things that we deal with and its not all that easy like everyone makes it out to be. I think that you have to be a certain type of person to be a salesman that is great with people, good at selling something to someone that may be on the edge about buying that certain thing, be able to make sacrifices, able to create relationships with anybody, and last but not least be able to 100% honest with everyone. Being honest in sales is something the book talked about and what I learned about salesman when I
started working as one a year ago. Honesty is the best way to go about selling anything and creating a good name for yourself and your company. When I was younger, I used to think salesman were liars and talked things up to what they were not but I was wrong and have complete changed my mind about salesman and know that they are honest people and want the customer to have a great experience. My opinion on salesman is that we do it to please the customer and give them the best experience possible. If I were to read this book and not have taken this class my opinion on the book would be the same which is that it is a great book for learning from experienced salesman on what to do in certain situations. Also, I would have had a great opinion on it without taking this class because most of the things in the book are things that I will use in my career and think about when something in my workplaces happens that relates to instances that were talked about in the book. I think this book is beneficial to anyone that wants to pursue sales that has not had much experience in sales and wants to know a lot of good information and facts about how to keep the customers for life!In conclusion, "Customers For Life" by Carl Sewell and Paul B. Brown offers a great roadmap for businesses seeking to create lifelong customer loyalty. Through its insightful interesting stories, practical strategies, and principles, the book provides readers with insights that can be applied to their own future in sales. By prioritizing customer satisfaction, integrity, personalization, employee empowerment, continuous improvement, and lifetime value, businesses can position themselves for great success in today's competitive world of sales. As entrepreneurs and business leaders look at all of options of the modern marketplace, the lessons told by Carl and Paul serve as a guide to help create good salesman of the future as well as creategreat advice and insights for certain situations and ways to go about them.