Book Review: How to Win Customers and Keep Them for Life

Bob FranquizBooks

How to Win Customers and Keep them for Life by Michael LeBoeuf was given to me by a friend and it’s not a book that I think I would have picked up off a shelf and bought, but it had some good insights.

The book is about sales, but underneath that there’s some excellent insight into how people think and what makes people tick. Being in the people “business” so to speak, I was very intrigued by his observations of people.

Here’s a few great quotes from the book:

– “A typical business only hears from 4% of its’ dissatisfied customers.”
– “The average business spends six times more to attract new customers than it does to keep old ones.”
– “…To the customer, the employee IS the company.”
– “…You get more of the behavior you reward.”
– “To ensure that the customer’s viewpoint is understood, every manager must periodically sit at every table in his or her restaurant.”
– “People are far more persuaded by the depths of your beliefs and emotions than any amount of logic knowledge you possess.”
– “People don’t buy quarter inch drill bits, they buy quarter inch holes.”

Anyway, it’s an interesting read. Great book for someone in sales. Good book for someone who wants to understand why people do the things they do.