The Must-Have Customer: 7 Steps to Winning the Customer You Haven’t Got

For almost forty years, Robert Gordman has been a successful business leader and consultant. In The Must-Have Customer, Gordman shares the same insights and strategies he has used to help dozens of companies—companies whose sales range from $10 million to $80 billion—achieve sustained, profitable growth. The Must-Have Customer will show you how to keep your best customers (the ones who got you where you are today) and how to identify, attract, and forge long-lasting relationships with the customers you don t have—the ones who will take your company to the next level. Each chapter contains powerful questions and a process for asking them that will enable you to drive sales and increase profits year after year.

The Must-Have Customer describes how to assess your company s position in the marketplace and carve out a defensible sweet spot against your competitors. You ll find out how to recognize your must-have customers rules for doing business and why some of your satisfied customers are former customers waiting to happen. You ll also learn how to identify your must-have employees and how they can improve the way you do business with your must-have customers. You ll learn how to create a ready-to-go strategic plan, and how to increase sales and profits by improving the effectiveness of your company s advertising.