Description
Provides valuable advice for small- to medium-sized businesses on how to turn unhappy buyers into dedicated customers. Based on eleven tactical principles (e.g., you don't sell products or services, or even benefits--you sell value), it shows how managers of these businesses can to turn their greatest asset--contact with the customer--to their best advantage. Discusses the basics of customer psychology and explains in detail what value'' means to a customer; gives specific advice on what front-line people have to do to enhance their businesses' value, how to train them, and how to keep them doing it. Goes on to give step-by-step advice on the process of dealing with unhappy customers by solving their problems and changing their expectations. Numerous examples and case studies included throughout.
