For any business to make a profit and survive, it must have enough (loyal) customers. Therefore, Dr. Michael LeBoeuf’s decision to write this book titled “How To Win Customers And Keep Them For Life” is commendable. LeBoeuf is an internationally published author, business consultant, and dynamic professional speaker. For more than twenty years, he was a professor of management at the University of New Orleans, retiring at the age of forty-seven.

Companies ranging from Fortune 500-sized corporations to small banks and medical practices turn to LeBoeuf when they need robust, practical ways to live and work smarter.

The author says that the book contains everything you need to know about successful sales and how to win customers for life. The book is about how to transform the people in any organization into a driven and customer driven team. According to LeBoeuf, the success of any business organization depends largely on knowing the answers to critical questions such as “Why do some people buy once…and never come back?”, “Why do some people become customers strong and stable? ?”, “How to turn an angry or complaining customer into a happy and satisfied one?”, “What are the top five ways to keep customers coming back?”, etc.

This author says that one of the most important keys to long-term business success can be summed up in the phrase “Quality Customer Service.” He adds that there is, however, a painful awareness that outstanding service is too rare. LeBoeuf argues that the reason for this is the result of these three problems: (1) employees don’t know the basics; (2) moments of truth, those crucial customer touch points that can make or break a business, are not properly identified and managed; (3) poor reward system: Most managers do not reward workers for providing excellent service.

He says that a typical company hires a person to do a job, pays them a fixed salary and gives them little or no incentive to go the extra mile for customers. LeBoeuf adds that in these types of situations, the typical attitude of the employee degenerates into one of indifference or even contempt for customers.

This book is segmented into three parts. The first part is thematically labeled “The Basics” and contains nine chapters. Chapter one skirts the world’s biggest trade secret. Here, LeBoeuf stresses the importance of customer care and satisfaction awareness as a secret to customer retention and business success.

“Stop for a moment and consider how valuable customers are. They alone make it possible for you to earn a living the way you do. Treat them right, and satisfied customers will be your best source of advertising and marketing,” he adds. .

LeBoeuf emphasizes that when most people think of success in business, they do so in terms of dollars, cents, statistics, facts, and figures. However, all those measures of success are determined by the behavior of customers and the employees who serve them, educates.

In chapter two titled “Better than Selling,” LeBoeuf says that the principle of “better than selling” is about focusing on what customers want and need, helping them buy what’s best for them, and making them feel good about it.

He teaches that this principle is important to everyone who works, not just those in sales. In his words, “You can work in a warehouse, or in a lab, or on a production line and rarely, if ever, see one of your customers. But that customer is paying your salary… “.

In chapters three through six, the author examines concepts such as the best customer you’ll ever win; the only two things people buy; buying much more when they buy from you; and the importance of customer perception.

Chapter seven is all about asking the golden question to win new customers. Here, LeBoeuf asserts that if rewarding customers is the key to winning and keeping them, then it naturally follows that the surest way to win more customers is to provide rewards that no one else is offering.

According to him, virtually every successful business owner you ask will tell you that finding and satisfying unfulfilled desires is the name of the game when it comes to winning over customers. LeBoeuf adds that “finding viable and profitable answers to the golden question is more of an art than a science, and one that often involves a great deal of risk.” He offers advice on how to stack the odds in your favor in this regard.

In chapters eight and nine, LeBoeuf advises on the need to ask the platinum questions to keep customers for life and also offers five best ways to keep customers coming back.

The second part is generically called “Managing Moments of Truth: Ten Action-Ready Strategies,” and it contains ten chapters, that is, chapters ten through 19. In chapter ten, LeBoeuf discusses what to do when the customer shows up, call or ask The most crucial contact of all is the first one the customer makes with your business, because if you lose them here, they are likely to be lost forever, says the author. He offers advice on how to make a positive first impression.

In chapters 11 through 14, LeBoeuf discusses what to do when the client is angry or defensive; what to do when the client has special requests; what to do when the client can’t decide; as well as what to do when the customer raises objections to the purchase.

In chapter 15, based on what to do when the customer signals to buy, the author says that it is very common for salespeople to spend half an hour selling their services and two hours buying them. There is a time to talk, a time to listen, and a time to close, he educates, adding that the best time to sell is when the customer is ready to buy. LeBoeuf discusses how to recognize and reinforce buy signals and verbal buy signals.

In chapters 16 to 19, he analytically analyzes concepts such as what to do when the customer buys; what to do when the customer refuses to buy; what to do when the customer complains; and what to do when the customer is going to be disappointed.

The last part is summarily labeled “The Triple Win Reward System” and contains three chapters, i.e., Chapters 20 through 22. In Chapter 20 titled “What Gets Rewarded Gets Done,” LeBoeuf claims that people become They behave in the same way as the reward system. teaches them to behave. “The biggest obstacle to effective performance in most organizations is the huge mismatch between required behavior and rewarded behavior. Organizations of all kinds fall into the trap of expecting A, rewarding B, and wondering why they get B” reveals the author.

In Chapters 21 and 22, LeBoeuf casts his analytical spotlight on maintaining customer focus and quality customer service action plan. According to him, when it comes to providing excellent service, many business owners and managers today realize that the quality of their service is sick and in serious need of improvement. However, he adds that instead of making a serious bid to improve it, they opt for band-aid solutions.

Stylistically, this book is excellent. Apart from the simplicity of the language, the depth of the content is commendable. The fact that the text is segmented into three well-articulated parts facilitates its study. At the beginning of each chapter, LeBoeuf uses a legendary quote or classic allusion for conceptual reinforcement. He also employs thoughtful illustrations for analytical clarity.

However, the design of the book needs improvement. Also, “AND”, the coordinating conjunction for adding, should have been used instead of “&” in the book’s title to convey linguistic formality.

In general, this text is a classic. If you want your business to survive through the knowledge of how to win and retain customers in the New Year, you must read this book. It is strategically revealing.