The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got

For almost forty years, Robert Gordman has been a successful business leader and consultant. In The Must-Have Customer, Gordman shares the same insights and strategies he has used to help dozens of companies---companies whose sales range from $10 million to $80 billion---achieve sustained, profitable growth.

The Must-Have Customer will show you how to keep your best customers (the ones who got you where you are today) and how to identify, attract, and forge long-lasting relationships with the customers you don't have---the ones who will take your company to the next level. Each chapter contains powerful questions and a process for asking them that will enable you to drive sales and increase profits year after year.

The Must-Have Customer describes how to assess your company's position in the marketplace and carve out a defensible "sweet spot" against your competitors. You'll find out how to recognize your must-have customers' rules for doing business and why some of your satisfied customers are former customers waiting to happen. You'll also learn how to identify your must-have employees and how they can improve the way you do business with your must-have customers. You'll learn how to create a ready-to-go strategic plan, and how to increase sales and profits by improving the effectiveness of your company's advertising.

Robert Gordman is president of the Gordman Group, a consulting group that works with senior management of Fortune 500 companies. Gordman held executive management positions in retail companies for twenty-six years. He served for five years as Senior Consulting Partner for the Gallup Organization, specializing in strategic planning. He lives in Breckenridge, Colorado, with his wife, Elly, and golden retriever, Powder.

Armin Brott has cowritten books with top business leaders and is the award-winning author of The Expectant Father, The New Father, Fathering Your Toddler, and Father for Life.