Creating new customers isn’t that hard in business, but keeping them and getting them to send you endless referrals largely depends on your ability to provide excellent customer service. In Carl Sewell’s book; Customers for life; How to turn that one-time buyer into a customer for life; you learn the reality of customer service from the professional of all time.

As an entrepreneur and franchisor, I recommended this book to each of our franchisees in a Corporate Memorandum; Spear cards. I felt that what Carl had to say was the key to increasing word of mouth and retaining his best customers.

Also, I really can’t say enough about how well I think Carl Sewell did in his book of masterpieces; Customers for life; How to turn that one-time buyer into a customer for life. What’s so great about this book for me is that I’ve met some of his clients on airplanes and while he’s traveling around Texas. After reading the book I visited one of the dealers of it. Carl certainly practices what he preaches and it shows. These are real world things and the tips and concepts in this book explain how it’s done. Jack in his book on Enterprise Rent A Car called; Exceed customer expectations; is similar and so is the book on South West Airlines and the history of Nordstroms. If you truly believe in customer service, you must first study and read Carl’s book. Consider all this in 2006.