Upside-Down Marketing: Turning Your Ex-Customers into Your Best Customers

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Everyone knows that new customers represent the best opportunity for new business, right? Wrong! Prospecting for new customers is the most costly and difficult task in business. The biggest payoff and true sales gold lies in winning back former customers. And this uniquely engaging book shows how to do it. Best-selling author George R. Walther presents an easier, surer way to capture big profits by turning conventional marketing wisdom upside down. He shows how to reach people whose buying activity has tapered offor stopped - and convert them into the company's best customers. Using an easy-to-grasp conveyor belt analogy, Walther takes readers through the process of salvaging lapsed customers - using their feedback to find and fix problems keeping their loyalty - and adding new long-term customers. Each chapter contains practical tips and an action plan that readers can apply to their own situation. Upside-Down Marketing also provides plenty of hands-on examples. Case studies include well-known multinationals like IBM, Lexus, Apple, and American Express. But there are also plenty of do's and don'ts drawn from smaller firms like regional banks, ad agencies, and cable TV companies.

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George R. Walther is a professional speaker and president of Speaking From Experience, Inc., based near Seattle, Washington. His previous business books, "Phone Power" and "Power Talking," have sold more than 195,000 copies in the United States, and they have been translated into several lanuages. "Power Talking" has been recently updated and re-published as "What You Say is What You Get," also available at Amazon.com. Mr. Walther holds both the highest award for platform excellence (CPAE) and the Certified Speaking Professional (CSP) designation from the National Speakers Association. Fewer than 100 other speakers worldwide have been so honored. His presentations are in demand throughout North America, Europe, and the Pacific Rim.