Upside-Down Marketing: Turning Your Ex-Customers Into Your Best Customers

by George R. Walther

Book Overview

Everyone knows that new customers represent the best opportunity for new business, right? Wrong! Prospecting for new customers is the most costly and difficult task in business. The biggest payoff and... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0070680477
• ISBN13: 9780070680470
• Release Date: January 1994
• Publisher: McGraw-Hill Companies
• Length: 209 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.9" x 6.2" x 9.3"

Customer Reviews

New Mindsets and New Profits from Ex-Customers

Businesses put high time allocation on obtaining new customers but drop the ball on keeping and reinstating customers. The author, George R. Walther, sheds a river of light on this untapped resource and goldmine. Mindsets need to be changed about complaining customers. They are not your enemy. They should be viewed as "partners" who are in trouble and need a friendly bit of attention. The benefits are astounding. A thoroughly satisfied complainer is nine times more likely to buy from you again than the average. The cost of obtaining a new prospect is much higher than satisfying a continual customer. Complainers not handled can destroy your market. Complainers can give you valuable research information that would otherwise cost thousands. Walther shares successful approaches in dealing with the unhappy customer. The reasons customers leave is another side to this equation. Most unhappy customers leave and don't say a word. Two thirds of these cite the reason as indifference showed by the company. Every effort should be made to re-assume this customer for a win-win situation. This book could have been more popular if it had an understandable title. Five Stars