This book is 221 pages with short concise chapters making for an enjoyable and impact filled read. As a management consultant, I have always enjoyed the actual seminars, retreats and workshops I provide for business leaders but I have always struggled with the advertising and marketing arena. I see them as a huge expense. I recognize I have to perform this aspect of the business, but I do not enjoy it and view it as a nebulous expense and a drain on my energy. I also sometimes doubt if all of my efforts pay off or would I be just as well off to use a rabbit foot.
That is why I enjoyed Bradley Sugars' new book. Needing better quality leads and generating more repeat business is essential to my success. This book helps in both areas while additionally providing assistance in a plethora of areas. These areas are in the following eleven (11) chapters:
1. The Five Ways to Profit
2. Allowable Acquisition Costs
3. Conversion Rates
4. What is Lifetime Value?
5. The Principles of Lifetime Value?
6. Ways to Boost Lifetime Value
7. Getting Their Attention
8. Building Your Team
9. Strategies for Lead Generation
10. Buying Customers Conclusion
These 11 chapters can be an invaluable guide for getting more (and BETTER) customers while making your marketing efforts truly a ROI. Working with the 80/20 rule, the author teaches how to segment your customers so they become your biggest asset. The majority of your resources should be focused on the top 20% of your customers. As the author notes, these numbers may vary but the principle is the same and sound advice at that.
While I am in business as a lone wolf, the team building aspects in the book were not extremely useful for me but there was gold to mine in each of the other chapters.
I also appreciated the highly useful Chapter Review - "9 to Grow On" at the end of each chapter. This provides the reader with a simple to follow to do list along with the accompanying "3 Things to DO after your Review. Sugars has performed the heavy lifting for us and lays it all out in a simple, concise format. Want to generate more leads? There is a written plan on page 193. Want to get your customers attention? Turn to page 142 for the guide.
As a former instructor in SPC (Statistical Process Control) the chapters on the importance of your numbers and the 'testing and measuring' of your advertising / marketing efforts rang very true to me. And while I realize the tremendous value in testing and measuring the results, this book really reminded me of the critical importance this aspect plays in our long term success.
Don't think that you can only use this book if you are an entrepreneur, business owner or marketing professional, "Buying Customers" can be used in many areas such as hiring employees. It is all about how you want to define customers. If you switch the word customer with any other you will find insights and inspiration that will turn any operation into a `results-driven' process.
I hope you find this review helpful.
Michael L. Gooch, Author of Wingtips with Spurs.
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- Link: http://www.amazon.com/Buying-Customers-Bradley-J-Sugars/dp/0988426102
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