Returned. Return marketing. How to return lost customers

Workbook for organizing work to return your customers
What is it?
This is a new wett, continued a series open in the summer of 2012, a workbook "Contact Points".
How to work with her?
as well as with "contact points".
You read the theory and perform tasks in the fields. Then collect all thoughts from the book and your own ideas, develop a plan to return customers - and act!
For what?
Today, many companies are already able to attract customers well, learn to keep them, embarking on the path of customer orientation. But they return the departed buyers - units!
In this book you will find 13 useful rules that you need to know to organize systemic and effective work to return customers. As well as a step -by -step algorithm, an action plan that needs to be launched in the company so that the knowledge gained earns in practice.
For whom?
For entrepreneurs, managers, heads of sales and marketer.
From the author
The topic is interesting in that I have not met a single book dedicated to this issue in Russian.
90% of books - about how to attract customers and how to work with them.
10% of books - about how to hold customers.
And not a single one about how to return customers.
Surprisingly.
As if nothing like this happens to any company.
And I took up this topic.
Why "Returners"?
So you can name those whom you were able to return to your client pool.
So you can name those who deal with this issue.
Universal term.
Yes, and to come up with a good name in one word is not easy.
But the subtitle of the book best reflects its essence: "How to return lost customers."
The book is small, but the "positioning" of Jack Traut and Ela Rice was also once an article in Advertising Age.
Unfortunately, we do not come out for Advertising Age, our material was too voluminous to become an article in the journal, and the fact that the book turned out to be small, in our opinion, only a plus.
I read it quickly (anyone will have time in a couple of hours!), quickly applied, quickly received the desired result.
I personally like less and less books in which there are more than three hundred pages.
While I read it to the end, I will forget everything.
I even suggested colleagues from the publisher to begin the book "Contact Points" with a new series with the talking title "Close the topic".
I read a book from this series on a narrow topic - and finally found out for myself some question (and there are hundreds in business) ...
It generally seems to me that in business there are several hundred enough standard situations. And if you know how to act in them, by which algorithm or model to work, then the business becomes much easier.
If such a series existed, the "returners" would definitely fit into it perfectly.
Like the "Contact Points", this is the most useful book.
Return at least one client - and you are repeatedly (thousands of times! And this is not an exaggeration for those who work in the B2B market) Rub the cost of the book.
This is with you with Anna and we wish you.
Soon you will find out what to do and how to do it - you will have to take and do it.
This is not so simple (marketing, as I understand every year more and more, generally not easy), so our sincere wish: