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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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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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Top customer reviews
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.
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.
Second, even though much has changed in the business world, especially over this last decade, relationships still matter. A lot! The idea of relationship architecture is as important as those words make it sound. Again, Winning the Customer is a playbook for how to think about--and benefit from--those relationships.
Finally, no one is going to read this book without wanting to realize the title's goal. The final section of the book describes exactly how to leverage the advantages gained by the structured approach to relationships to deliver value for your clients. This is the key to recognizing and generating revenue. It's something that I refer to as creating value before claiming any, and it is an approach that salespeople (and marketers) will benefit from adopting as their approach.
Lou's ideas are valuable, and his stories are priceless. If you are a football fan, Lou's stories about his experiences at the Patriots provide a wonderful insider's view of professional football. If you are a sports marketer, or aspire to be, you cannot be without this book.