The Must Have Customer

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.