Who is this book for? “Customers for Life” is one of those books that I wholeheartedly recommend to my colleagues, employees and anyone who is in any way connected with communication with clients or runs their own business.
What's in the review? The main concepts, rules and commandments of successful business, as well as the best quotes from the book.
Carl Sewell
Carl Sewell is a successful businessman who has managed to increase sales to unprecedented heights through repeat sales and customer retention.
Customers for Life by Carl Sewell is a practical guide to running a business that relies on repeat customers.
But Sewell doesn't stop band data package there: merchandising, attitudes toward employees, service systems, and the organization of space in and around the company. The book talks about the importance of every little thing that can somehow leave an imprint on your business.
Carl Sewell
Carl Sewell, author of Clients for Life
Who should read the book "Clients for Life?"
To everyone.
Will the book be useful to non-entrepreneurs? Of course.
I generally believe that every employee who has any contact with the client is simply obliged to read it. Only then will they be able to be on the same page with the company's leader. Provided that the leader preaches the same values as Carl Sewell.
But first things first. I'll start with the cons.
The book was not written yesterday. It is already more than 30 years old, although it is still relevant. When the service is top-notch, it is always pleasant. And nothing will change tomorrow.
Carl Sewell wrote the book based on his own car business. Some of the techniques may not be applicable to your narrow specialization. But honestly, are you really sure your business is that specific? The people who come to you are the same. Just add a couple of titles from your niche to your library.
That's all about the downsides.
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Why is the book "Clients for Life" useful?
Now I will briefly tell you about the merits of the book, of which, by the way, there are many.
No water
Carl Sewell is the owner of a large auto business. He could not have written another book. In just 30 years, Carl Sewell's family business has grown from $10 million to $250 million. And all this thanks to clear rules, an introduced system and unrivaled customer service.
The book contains many specific examples from Sewell's business and practical scripts for repetition. But unlike Infobiz, the author never tires of repeating, "if something went wrong, the problem is not in the methods." He suggests thinking about what can be improved and just doing it.
"Clients for Life" by Carl Sewell
Useful conclusions and theses
Another indisputable advantage of the book is that it contains specific theses, from the “take it and do it” category.
For example, one of the pieces of advice that Karl gives is not to be afraid to “steal” ideas from competitors. But only from the best in their niche.
“Borrow is faster… When you come across a new problem, just look around carefully and you will see that someone has already solved it.”
"Borrow the best. If you're going to take someone as a role model, take business leaders. The flooring in our service department is from a McDonald's supplier. We learned that they visited every manufacturer on earth to find the most durable tiles. We didn't have to do that - we just used their find."
It's brilliant. Just go ahead and implement it. And it doesn't matter what the specifics of your business are. Clean toilets and durable flooring work equally well in all niches.
Structure
Sewell identifies four key principles on which to build an ideal company and a profitable business:
interaction with clients;
interaction with employees;
interaction with competitors;
and attitude towards oneself.
Once you are able to implement each of the principles into your business, and then improve the system, expect a sharp leap in development.
The Ten Commandments of Su