Customers For Life By Carl Sew Essays

978 Words 4 Pages
"Customers for Life"
Carl Sewell’s book “Customers for Life” is devoted to teaching the businessperson of today ways in which they can turn one-time buyers into customers for life. He states that every customer has the ability to be worth 332,000 dollars to your business if you can keep them for life. Mr. Sewell is the number selling luxury automobile dealer in the country. He started from the bottom and manipulated his automobile business into a 250,000,000-dollar business. In his book he explains the things that he has found to work for his business in great detail so that you may also apply them to your business. The entire book revolves around these 10 commandments to customer service:
The Ten Commandments of Customer
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3. Underpromise, overdeliver. Customers expect you to keep your word, but rather than merely keep it, exceed it. You never want to charge the customer more than the estimate. To ensure that this will happen, build yourself a cushion so that you will be able to deliver the goods at a lower cost if possible. This will make the customer like doing business with you; thus he will spend more money with you. There is the possibility of being able to charge the customer the inflated amount, but this is not a good idea. Keeping the difference is not as good or as profitable as keeping the customer. “You can sheer a sheep many times, but you can only skin it once.”
4. When the customer asks something, the answer is always yes. When a customer asks if you can do something for them, the answer is always yes, providing the request is somehow related to your business. Even if you cannot figure out immediately how to do what they ask, the answer is still yes. Do not charge extra for things that a friend would do for another friend, you will more than make up the money in future business. Help your customer.
5. Fire your inspectors and human relations department. Every employee who deals with clients must have the authority to handle complaints (to a point). Inspectors make people sloppy. If you know that someone is checking your work, you may be less likely to check it yourself. Having a human relations department
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