Book description
Build Customer Relationships and Win Big Revenue!
“Unbreakable relationships are crucial to success in business. Lou Imbriano captures what it takes to forge the kind of deep credibility that encourages consumers and clients to trust you with their hard-earned dollars. If you want to deepen your customers’ trust and grow your revenues, I suggest you read Winning the Customer and you will win.”
—Bob Reynolds, President & CEO, Putnam Investments
“Lou Imbriano rescues the word ‘winning’ from the clutches of Charlie Sheen . . . and, like a Patriots playbook, Lou takes you through his game plan for successfully building a victorious team that opponents will respect and fear . . . from who should be answering your phone to effectively saying ‘no,’ it’s all there . . . lazy, unmotivated people, this is not for you. . . .”
—Steve Levy, ESPN SportsCenter anchor
“Imbriano definitely made his mark in the NFL and now he’s an MVP again with his new book, Winning the Customer. Lou’s down-to-earth marketing philosophies, which he brought to the Patriots, epitomize how everyone, in any industry, should approach marketing. If you want to truly know how to build remarkable business relationships, read Winning the Customer.”
—Michael O’Hara Lynch, Head of Global Sponsorship, Visa
“At a time when consumers have the power to use media where and how they choose, to like, dislike, and share their opinion on products and corporations, brand engagement is the best answer to build emotional and enduring relationships between brands and all their relevant communities. This book should be given to anyone who wants to understand the new dynamics that can bond brands with their ever-demanding customers.”
—Lucien Boyer, President & Global CEO, Havas Sports & Entertainment
About the Book:
During his nine years in senior marketing positions with the New England Patriots, Lou Imbriano laid the foundation and marketing vision for the football team that led to its astronomical growth and explosive revenue—perfectly positioning them to be ready for when the Patriots became repeat Super Bowl champions and the NFL brand to beat.
Now CEO of TrinityOne, a strategic marketing firm, Lou has an undefeated record of showing all types of companies how to tackle customer relationships and convert them into tangible revenue. In Winning the Customer, Lou delivers his original strategies for both short- and long-term financial success:
- The Marketing Playbook: how to identify those who are dying to spend money with you
- Relationship Architecture: how to connect with customers in meaningful ways and create “memorable moments”
- The Revenue Game: how to build revenue instead of selling concepts
Throughout the book, you’ll find Lou’s dynamic personal stories drawn right from his years of real-world business experience. He’s learned that to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely. Winning the Customer shows you how to do just that using the Three Tiers of Customer Relationships. Imbriano shares his strategies with his innovative DELIVERS system: Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, and Sacrifice.
Filled with practical information and written in Lou’s inimitable conversational style, Winning the Customer is your all-pro offensive attack against old, ineffective methods and flat results. Lou’s tools will give any business an inspired team, supersized income, and a virtual stadium full of engaged, high-paying customers.
Table of contents
- Cover Page
- Winning The Customer
- Copyright
- Dedication
- Contents
- Acknowledgments
- Introduction
-
Part 1 The Marketing Playbook: Marketing Operations Are Your Foundation
- Chapter 1 Transactional Versus Relationship Marketing Model
- Chapter 2 Consumer Affinity: Making Fans Of Your Customers
- Chapter 3 Building Revenue-Generating Extensions
-
Part 2 Relationship Architecture: Building Remarkable Business Relationships
- Chapter 4 Delivers
-
Chapter 5 The Ten Commandments Of Relationship Building
- The Art Of The Icebreaker
-
The Ten Commandments Of Organizing A Business Relationship
- 1. Thou Shouldst Always Review the Business Card of Anyone You Meet
- 2. Create a File and a System to Capture Information about the Relationship
- 3. Follow Up with Any Person You Meet
- 4. Honor Your Relationship and Gather Information
- 5. Thou Shalt Not Stop Here
- 6. Send Periodic Notes to Keep Communication Flowing
- 7. Surprise People by Remembering Something That Is Very Important to Them
- 8. Invite People to an Event That You Can Attend Together
- 9. See That What You Do DELIVERS to the Relationship
- 10. Repeat Commandments through on a Consistent Basis
- Chapter 6 Creating Memorable Moments
- Part 3 The Revenue Game: Converting Relationships Into Revenue
- Afterword
- Index
Product information
- Title: Winning the Customer: Turn Consumers into Fans and Get Them to Spend More
- Author(s):
- Release date: September 2011
- Publisher(s): McGraw-Hill
- ISBN: 9780071775298
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