Indispensable: How to Become the Company That Your Customers Can't Live Without

Preface

From the television viewer who would always tape rather than miss a single episode of HBO's Sex and The City, to the corporate buyer who will choose a trusted vendor over a lower priced competitor, there are customers who consider certain products or companies indispensable. It's the mother lode...the jackpot ...the Holy Grail of business: loyal customers who want to do business with you, and only you when buying your product or service.

Think of a company that you wouldn't want to live without. We all have at least one. It might be your overnight shipping provider, an auto repair shop, or the Internet company that provides your office supplies. What's their secret to winning your business and continuing loyalty? How do they do it? And, most important, what are they doing that you should be doing with your own customers?

Indispensable companies are the ones that win the bid even though a competitor came in with a lower price. They are the ones we'll drive out of our way to patronize even though we could buy the same product at a more convenient location. And they are most often the companies that have created the most profitable relationships with customers.

So how do you become indispensable? What's the secret to becoming the company that your customers can't live without? That's what this book is about. It's a study of the factors that make a company a complete, total, absolute necessity to its customers. Identifying the factors is actually pretty easy. Implementation and ...