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Winning the Customer: Turn Consumers into Fans and Get Them to Spend More Hardcover – September 9, 2011


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Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill; 1 edition (September 9, 2011)
  • Language: English
  • ISBN-10: 0071775269
  • ISBN-13: 978-0071775267
  • Product Dimensions: 9.3 x 6.3 x 0.9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (34 customer reviews)
  • Amazon Best Sellers Rank: #205,578 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Lou Imbriano, the Vice President and Chief Marketing Officer of the New England Patriots football team from 1997-2006, is President and CEO of TrinityOne, a marketing company specializing in creating strategy for corporations to maximize revenue generation through building customer relationships and becoming custodians of the brand. Formerly a radio and TV producer, he has appeared on numerous local Boston radio and television programs. Lou has been profiled on Forbes.com as one of its “Names You Need to Know” and has written multiple columns for the Sports Business Journal. Lou, who teaches sports marketing at Boston College, is based in Boston, MA. Visit Lou at www.louimbriano.com.
Elizabeth King, a professional writer and test preparation educator, is author of Outsmarting the SAT. She lives in New York City.


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Customer Reviews

4.9 out of 5 stars
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If you purchase one book in 2012, make it this one!
Scott Higgins-Olympic Sport
Lou gives some very good points on the importance of building relationships and how to become a relationship architect.
John Chancellor
This book is full of great examples and practical advice Lou has personally used in his career.
Greg Hartle

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Carol Roth on August 30, 2011
Format: Hardcover
I was fortunate to get an advance copy of Winning the Customer and truly found it valuable. Lou Imbriano, former CMO for the New England Patriots, combines fantastic business insights with engaging stories, many centering around his experience with the Patriot's organization, as well as a bevy of other anecdotes.

I have personally been involved in creating major customer loyalty efforts and the counsel that Lou and Elizabeth put forth in this book is dead-on for a new era of customer engagement.

While the stories utilize sports analogies for illustrative (and entertainment) purposes, the ideas are applicable to virtually any company, big or small, B2B or B2C and industry agnostic.

You will want to add this one to your business library immediately and should find yourself referring back to continue to create customer engagement, increase revenues and create win-win scenarios between your business and its biggest fans.
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2 of 2 people found the following review helpful By Kevin Jacques on November 3, 2011
Format: Hardcover Verified Purchase
What makes Winning The Customer so great are the personal experiences that have been applied to Lou Imbriano's tactics. Lou has shared many of his strategies that develop a great foundation for any business, large or small. His information is not just here say--it's the real thing HE LIVES IT!

His success has come from the values he lives by and the respect he has for all individuals. Winning The Customer outlines the effort that should be given to a campaign and the people involved.

I highly recommended Winning The Customer. Through this book I realized that knowledge should be broad, taking responsibility is a must and loyalty is priceless. That's why Lou wins the customer.

Businesses will benefit from the examples Lou has shared with everyone.
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2 of 2 people found the following review helpful By Kelly on November 3, 2011
Format: Hardcover
Winning the Customer is a must read book for anyone in business. It is especially great for marketing, customer service and sales. Lou provides insightful business strategies to win over your customers and fans, while explaining via entertaining stories from his experience in sports. Whether you have a small business, or large sales staff...this is a great book to enhance the way you operate. Great stocking stuff for the holidays too!
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2 of 2 people found the following review helpful By Stephen Szymanski on November 3, 2011
Format: Hardcover
Lou nails it! "Treating people as THEY want to be treated"! Enlightening anecdotes from the early days
in radio through the glory days with the Patriots and the endless personal situations that leave lasting
impressions.

A must-read on both a business AND personal level!
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2 of 2 people found the following review helpful By Jeff on October 21, 2011
Format: Hardcover Verified Purchase
I highly recommend this book for any sales organization that is looking to always improve and be the "best in class" at customer relationships. Regardless of your sales structure or product you can leverage many of Lou's ideas and strategy. Not only will this book motivate you but will keep you entertain with great stories. After reading the book, I immediately purchased a dozen copies for our sales team. Great Job!
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2 of 2 people found the following review helpful By Jo Newell on September 13, 2011
Format: Hardcover Verified Purchase
Revenue increased more than 600% while the author was CMO of the New England Patriots. What I like about this book is that it answers the question, "How did he do that?" It is like having a privileged peek inside the pages of a magician's diary. Lou opens up his bag of tricks to share his secrets to success in Winning the Customer. With engaging detailed stories from first hand experience, he tells you exactly how to find your key audience, connect with them in a meaningful way, and then astound them with performance that exceeds their expectations and keeps them coming back to you for more. What I learned is that just as with the best magic, there is no smoke and mirrors, just a common sense, well thought out strategy which is practiced to perfection, and executed with precision every time without fail.

I highly recommend this book not only for its creative insights to marketing strategies for revenue growth, but also for its solid advice on building strong interpersonal and business relationships.
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2 of 2 people found the following review helpful By Mike on September 12, 2011
Format: Hardcover Verified Purchase
The book is a light quick read. Should not take the average reader more then 2-3 sittings to go through.

Overall, the book, presents nothing earth shattering. Mainly it focuses on concepts vs. actionable tactics. For example, the book discusses at length how important it is to get to know your customers and their habits. Try to move a level 4 customer to a Level 3 to a Level 2 to a Level 1. I think we all know that concept and try to do it each day, but it's easier said in concept vs. action.

Another concept in the book is Customer Service. The book tells numerous stories how everyone in your company should be an ambassador of your brand / company and every interaction counts. Again, I think most of us know this.

If you work in the sports industry there are a few good stories and ideas to implement at your team to add value. I really enjoyed the changes Lou made on the away game trips when bringing sponsors. Having had the opportunity in the past to travel with a team, the items and care Lou instituted would have made the trip much more memorable and more of a story than it was.

Overall it's a decent book that you can read quickly and reinforce many of the things your company does already. You should come away with at least 1 new idea, which makes it worth the time to read and price of the book.
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