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Title: Creating Loyal Profitable Customers
Sub Title: 7 Ways to turn your customers into passionate purchasers
Author: Keith Abraham
Format: Hard Cover 154 pages
Publisher: Passion Press

There’s a truckload of books around that sound just like this one. How do you find the good ones? When I first flipped though this one I got excited. I knew I’d found a fellow traveller.

Mr. Abraham is a list lover. So am I. I’m an addict. Lists are so practical, so easy to follow. Lists invite you to pick and choose what you

want from a book. Lists give you a lot of information in a short amount of time and space. So almost before I had started to read for reviewing I liked this book.

The other reason I wanted to read it was that I’ve discovered you can never know too much when it comes to understanding your customers. To know what they want, why they buy and how to keep them on board.

The back cover promises plenty and the pages deliver: 6 simple step to turn a one-time buyer into a lifetime advocate. 10 ways to make your business stand out. The 9-step formula for gaining an endless supply of referrals. 16 key questions for building a profitable business path. 47 ways to gain greater customer loyalty.

Let’s look at one of his lists: 5 reasons why people don’t buy from you.
1. They don’t like you.
2. They don’t want your product.
3. They don’t understand what your product can do for them.
4. They don’t see value in your product.
5. You haven’t invited them to buy your product.

You see what I mean? I could write a whole day workshop just on those five pointers, they’re loaded.

Stepping back from all these little treasures the theme of the book is clearly about customer service. “The price your customer paid may be long forgotten but the quality of your service will be remembered forever.” Quality of service is something I yearn for. To both give and receive. As always, the ratio is 80/20. I think that I give real quality service at least 80% of the time but I would be lucky to get quality service barely 20% of the time.

Therefore I was wondering who actually buys, reads and enacts a book like this one. Here is a readable abundance of rock solid common sense, strategies and tips for enabling your customers to love you.

So why do so many front staff behave like they haven’t been given a word of training on how to treat the customer? In the past year I have endured a number of wordless transactions over the counter. I never go back. I don’t need to. There’s plenty of other similar places around. Why don’t these businesses know how to do it when there’s so much good information available to help them do better.

Quality information like in chapter five. This is about creating a unique point-of-difference that sets you apart. This is helpful stuff. If I was selling this book online, I’d offer chapter five as a free download. Read that one and you’ll buy the book. The effort we put into our unique point-of-difference reaps huge rewards.