Ruthlessly focus on what’s convenient for customers, not what’s
convenient for you
Ninety percent of dissatisfied clients will take their business
elsewhere and never tell you why. However, ninety-five percent will
become loyal customers again if their needs and problems are
addressed and remedied.
Speaker and salesperson Michael Aun shares these secrets and
many more in It’s the Customer, Stupid!, a guide to growing
any business by gaining new customers, and, more importantly, by
keeping the ones you have happy and coming back for more. This
fun-to-read book explains common myths about sales and customer
satisfaction, starting with the fact that most businesses think
they’re customer-centric, but they just aren’t.
* Get proven steps to REALLY put your customer at the center of
what you do
* Distinguish your business from the competition by understanding
the principle that good sales ARE good service
* Author received the Toastmasters ‘World Championship of Public
Speaking’ award and is also a full-time businessman practicing what
he preaches daily
It’s the Customer, Stupid! reveals key actions that will
shake up your business approach. Your customers will love you for
them, and you’ll love the effect on sales!
表中的内容
Foreword xiii
Jeffrey Gitomer
Acknowledgments xvii
Chapter 1 Unhappy Customers Will Not Only Fire You But They Will Tell Others! 1
Chapter 2 Great Customer Service Is About Getting the Client’s Feedback 5
Chapter 3 Fix the Problem; Don’t Fix the Blame 11
Chapter 4 Always Give Them a Baker’s Dozen 17
Chapter 5 Trust, Once Violated, Negates a Relationship 27
Chapter 6 Somebody Has to Take Out the Trash! 33
Chapter 7 You Are Not the Enemy but Part of the Solution 39
Chapter 8 Communication Skills Mean Everything; Join Toastmasters or Dale Carnegie 47
Chapter 9 Prophet versus Profit . . . Why Not Both? 55
Chapter 10 Perception Is Reality 61
Chapter 11 Be a Hero or ‘Shero’ . . . Fix the Problem . . . and Then Fire Whomever Caused It! 65
Chapter 12 Nothing Takes the Place of Good Manners 71
Chapter 13 Client Loyalty Is Earned, Not Given 75
Chapter 14 Nibble Away at Customer Solutions 81
Chapter 15 You Can Only Be Responsible for One-Half of a Relationship–Yours! 87
Chapter 16 Lead the Client to Solutions 97
Chapter 17 Find Out What the Customers Need and Give It to Them 115
Chapter 18 Find Out What Others Are Doing and Do Something Different! 119
Chapter 19 Become a Mentor to Your Client; Coach and Counsel! 123
Chapter 20 Winning Is Never Final and Losing Is Never Fatal 131
Chapter 21 Master Your Time or It Will Enslave You 133
Chapter 22 If You Pay Peanuts, You Get Monkeys! 143
Chapter 23 Mentor Your Client 149
Chapter 24 Customer-Driven Leadership Is about Advocacy and Mentoring 161
Chapter 25 The Old Way Is Rarely the Best Way Because Change Is Constant 169
Chapter 26 Respond to the Client Even If You Cannot Provide an Immediate Solution 175
Chapter 27 Bad News Travels at the Speed of Light 179
Chapter 28 Nine Rules That Drive Client Loyalty 183
Chapter 29 Eight Rules to Overcome Fear of Failure 189
Chapter 30 Six Rules of Service-Driven Leadership 195
Chapter 31 Five Rules That Drive Customer Achievement and Success 199
Chapter 32 Client-Driven Leadership Is About Removing Roadblocks 203
Chapter 33 Six Rules That Drive Client Results 207
Chapter 34 Ten Rules that Drive Client Decisions and Loyalty 213
About the Author 221
Index 223
关于作者
MICHAEL A. AUN is a speaker, columnist, and full-time businessman who runs a network of insurance offices. He rose to international acclaim when he won the World Championship of Public Speaking for Toastmasters International (defeating speakers representing 150, 000 Toastmasters from sixty-five countries). The National Speakers Association has honored him as a member of the Speakers Hall of Fame. Learn more at www.Aun Line.com.
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