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.