I heard this book referred to in a pod cast.  Even though the book was written in 1987, it has been revised and still very relevant for those who enjoy marketing.

This book got my attention immediately with the letter used in the introduction from a nice customer who never complains.  In the end, the customer describes himself as the customer who never returns.  The point is made that the vast majority of unsatisfied customers may not vocalize their dissatisfaction; they simply take their business elsewhere.  As it turns out only 4% of dissatisfied customers make their displeasure known to the business.  Coupled with the fact that it costs 6 times more to get a new customer than to keep an existing customer, it is easy to see why you want to have customers for life.

I enjoy some of the psychological information I glean from a book like this one.  For instance, people really only buy two things – good feelings and solutions to problems.  Also, most people don’t like to sold anything but they do appreciate someone who helps them buy a product or service that makes them feel good or solves a problem.  In addition, I had never really considered the fact that we really only experience four emotions.  We are either glad, sad, mad, or afraid.

As with any book, only certain people will enjoy this type of reading.  I love marketing and it relates to so many aspects of my life, that reading this book was not only helpful but enjoyable.