Capturing Customers.com: Radical Strategies for Selling and Marketing in a Wired World [Hardcover]

George W. Colombo (Author), George Columbo (Author)

Book Description

Publication Date: January 2001

Capturing Customers.com provides detailed and straightforward explanations and useful illustrations of strategies and tactics for successful selling and marketing of products and services in today's wired world. Sure, the Internet is an important part of the equation, but it's not the whole story. In fact, author George Colombo clearly demonstrates that the key to successful selling and marketing on the Internet is the degree to which online strategy can be coordinated with other business tools.

Capturing Customers.com helps readers understand:
- The shifting balance of power between sellers and buyers.
- How to redefine their businesses for a web-centric world
- The object of the game remains the same-to capture customers.
- How to let the customer define the terms of engagement.
- How to integrate e-centives into existing marketing plans.
- How to enhance interactivity and responsiveness to meet the time demands of Internet speed. Not connected or affiliated with Patricia Seybold or The Patricia Seybold Group, Inc.

Editorial Reviews

About the Author

In 1993, George Colombo’s first book was published. It was titled Sales Force Automation and many industry observers consider it the starting point for today’s multi-billion dollar Customer Relationship Management industry. In fact, in 1999, Sales & Marketing Automation Magazine named George as one of the “Ten Most Influential People” in the entire history of that industry.

Since then, George has become one of the most sought-after writers and speakers in the country on the topic of technology-enabled sales and marketing. His articles and columns have appeared in numerous magazines. In addition, he regularly speaks to corporate audiences, trade associations, and business organizations. His specialty is making technology make sense—especially for businesspeople who don’t care about the nuts and bolts of how it works. George concentrates on the real-world application of technology and on how businesses can use it as a tool to grow sales and enhance customer relationships.

George’s latest book, just published by Career Press, is called Capturing Customers.com. In it, he focuses on the Internet and describes the ways in which businesses can avoid the mistakes of the now-defunct “dot com” companies and, instead, use the Internet to cement long-term customer relationships.

Product Details

• Hardcover: 218 pages
• Publisher: Career Press (January 2001)
• Language: English
• ISBN-10: 1564145077
• ISBN-13: 978-1564145079
• Product Dimensions: 9.2 x 6.4 x 0.8 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #3,276,646 in Books (See Top 100 in Books)

More About the Author

I am married (twenty four years and counting!) and have two incredible sons. I'm an inveterate reader who is likely, at any given time, to be plowing through a mystery, some quirky piece of esoteric fiction, or a business book.

My sensibilities are firmly rooted in the 1960's. If I were stuck on a desert island with only the complete works of the Beatles to listen to, I'd be pretty content.

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Better Yet, Keep Them, February 28, 2001

By 

Robert Morris (Dallas, Texas) - See all my reviews
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This review is from: Capturing Customers.com: Radical Strategies for Selling and Marketing in a Wired World (Hardcover)

Colombo promises to provide "radical strategies for selling and marketing in the wired world" and he delivers. As he explains in the Introduction, "What you're going to find in the pages of this book is a guide that's designed to help you navigate through the maze of issues that surround this whole business of using technology to enhance your sales and marketing efforts. It's going to help you match your technology initiatives with the wants and needs of your customers. " he also promises (and delivers) specific strategies and tactics to understand so as to cope with "the dynamics of a changing marketplace" to be at the cutting edge, and, in process he provides essential insights into the possibilities of e-business so as not to miss any significant but appropriate opportunities. The word "appropriate" is critically important. Colombo correctly realizes that it would be folly to attempt to be all things to all customers and prospective customers. He organizes the material within three Sections:

Moving Beyond the Limitations of "Web Centricity" (Chapters 1-4)

An Unstoppable Arsenal of Winning Strategies and Tactics (Chapters 5-10)

Fine Tuning Your Formula for Success in the Wired World (Chapters 11-14)

At the end of most chapters, Colombo includes a "Capturing Conversations" component which is a probing interview of a relevant authority (eg Seth Godin) on the key issues previously addressed. Jeffrey Gitomer and others have stressed the importance of customer "loyalty" (ie sustainable repeat business) as opposed to customer "satisfaction" which is experienced on a per-transaction basis. Colombo shares that view. The ultimate objective is not to "capture" customers but to KEEP them. In this well-written book, he explains how. Here is a brief excerpt from the concluding chapter: "In the grand scheme of things, the technology piece of the puzzle is relatively easy. There is plenty of talent out there to help you get where you want to go. The hard part is knowing where to go. The hard part is understanding what your market wants. [Note: Some customers may often seem fickle or disloyal when, in fact, their needs have changed. Hence the importance of what Treacy and Wiersema characterize as `the discipline of customer intimacy.'] The hard part is understanding what motivates your customers. Serving the needs and desires of your customers is the objective. Implementing technology is the vehicle that can get you there." For many organizations regardless of their nature or size, Colombo would be an excellent chauffeur.

2 of 2 people found the following review helpful:

5.0 out of 5 stars A Great Non-Techie Reference, January 31, 2001

By 

Donald I. Schwartz "dschwanh" (Londonderry, NH USA) - See all my reviews
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This review is from: Capturing Customers.com: Radical Strategies for Selling and Marketing in a Wired World (Hardcover)

This book was written for the all the tortoise business owners who've enjoyed the Dot Com bubble burst and are now ready to extend their proven business models to the web. George Colombo's no nonsense, sales and marketing approach to business is evident throughout.

I've already suggested this as reading for two of my clients who are grappling with very complex issues as they embrace these new tools. Read and re-read this practical guide.

1 of 1 people found the following review helpful:

5.0 out of 5 stars The wired basics in a nutshell, February 25, 2001

By 

Laura M. Collins (Orlando, FL United States) - See all my reviews

This review is from: Capturing Customers.com: Radical Strategies for Selling and Marketing in a Wired World (Hardcover)

The author doesn't let his good ideas go to his head. Instead he shares his knowledge in a way that's easy to digest, as if you're chatting together over a good cup of joe. George Colombo defines how to get your business wired for a profitable outcome by employing the Internet as one of many tools at your disposal. Capturing Customers.com is an important "must read" for those who want their business to grow is this "click and mortar" world.