Reviews
"In "Capture Your Competitors' Customers and Keep Them", Christine Corelli presents strategies for winning new customers in a difficult economy. I most appreciated the detailed descriptions and applied anecdotes of 30 distinct strategies for differentiating from — and achieving a sustainable competitive advantage over — competitors. Companies that embrace these strategies based on their competitive strengths will not only retain their valuable customers, they increase their likelihood of acquiring new ones from competitors who failed to maintain a stronghold on their strategic relationships. I highly recommend this book for leaders seeking to expand their strategic sales and customer relationship processes."
Cal Beyer
Zurich Insurance
"This lady is amazing! I got useful information within the first ten pages! The differences in a Merchant and a Marketer... A Merchant deals with one, a Marketer bets all on his program and system. A Marketer is logical and and loyal to the system they created. This is huge. Very relevant."
L. Crumpler
Sales Rep
"Christine Corelli's new book, "Capture Your Competitor's Customers — and Keep Them!", is an insightful look at the art and science of appropriative selling and marketing. Her "real-world" examples demonstrate customer attraction and retention strategies and practices that work in every business and any industry. Whether the reader is a sales professional or manages other sales professionals, a business owner or top-tier manager, reading this book can help hone one's skills and enhance one's ability to influence others. I highly recommend Capture Your Competitor's Customers — and Keep Them! to anyone looking to grow their business or increase their individual bottom line."
Delores Crum, President
Premiere Party Central
Premiere Tents & Events
"Ms. Corelli's book is the 411 on the "101 of Selling Skills". Follow 60% of what she recommends and you will excel in sales; follow 80% of what she recommends and you will thrive!"
Robert J. Hovan, Sales Representative at Quad Graphics
Thirty-Five Year Sales Veteran
"If you're really serious about getting more new customers or clients, there's no better way than by capturing them from your competitors. And Christine Corelli's new breakthrough book is way ahead of the curve with all the specific tips, techniques, and how-to's you need. Buy the book now — before your competition does!"
Jerry Busche, founder of BizMotivation.com and Jerry Busche & Associates, Inc.
Marketing, Advertising, Public Relations Executive since 1969
"I really enjoyed the book and have found many useful nuggets for our company!"
Marty Piel
Parts Specialist
The Charles Machine Works, Inc.
"Christine Corelli's new book, "Capture Your Competitors' Customers" is the World's Best Sales Success Checklist! It not only tells you all you need to do to capture those competitors' customers — IT SHOWS YOU HOW! Read this book with a notepad at your side and fill it with the thousands of thoughts and ideas it will inspire. Then, like the secret to getting to Carnegie Hall, Practice, Practice, Practice, — and you will be successful!"
Michael Wynne, Global President
International Management Consulting Associates,
author of TOTAL PROFIT ABILITY
Hundreds of Ways to Grow Your Profits
BOOK INTRODUCTION
Capture Your Competitors' Customers and Keep Them
These are challenging, but extraordinary times.
The "Great Recession" is over. So is business as usual.
Worldwide competition, a volatile economy, decreased product differentiation, longer sales cycles, shorter product life spans, and financial challenges are major issues routinely facing organizations today.
Consumers and business customers alike are more cost-conscious and demanding than ever before. Value-added has taken on a new meaning.
The marketer's role has expanded. Social marketing and branding are now standard business practices. Highly creative and powerful messages in advertising are more critical than ever before. Sales professionals are under the gun. To meet their goals, they are now required to be masters at building relationships, have the highest level of business expertise, sell "solutions," and be viewed by customers as "indispensible business partners."
Small business owners are looking for ways to make their companies and employees more efficient, more effective, and more prof- itable, all while they are striving to excel in sales, marketing, advertising, and staff management. Hard pressed to keep a positive attitude at all times, these individuals must continually find ways to motivate strung out employees.
In the face of job insecurity, business professionals in every job role are required to do more, produce more, and often work more without compensation for the extra hours. Business may never be the same. The game has changed. The rules are different. As the competitive climate continues to intensify, organizations and sales professionals need to gain market share by capturing their competi- tors' customers while maintaining the highest levels of customer loyalty.
The watchword today is "competitiveness"—in every aspect of an organization's operations and especially in the delivery of consistent and flawless customer service.
This book is to provide the strategies, techniques, and skills all business professionals need to create and sustain success in today's changing marketplace. Some of the strategies may not be new to all readers, but the stories and examples throughout the book are real. In some, the names have been changed or omitted in consid- eration of client confidentiality.
Each section or chapter can be a stand-alone read. After reading this book, my hope is that my readers will be better able to put in place the mechanisms they need to achieve business and sales success, in spite of the difficulties around us.
Christine Corelli
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Table of Contents — And You'll Find in Each Chapter Examples, case studies, real world stories and skills, in every chapter!
Section I
Introduction:
Chapter 1. Real World Strategies and Stories
Strategies the smartest businesses and sales professionals
applied to swipe customers from their competitors.
Examples provided are from a wide-variety of industries.
Chapter 2. Champion the Cause With Confidence
How to lead and sell with confidence, and create a high
performance team
Chapter 3. Take No Prisoners with Value-Added Practices
How to add value for your customers, become a value-
added organization, and demonstrate that you provide
value
Chapter 4. Stop Selling and Start Building Relationships
How to build profitable relationships and position yourself
as an indispensible business partner to your customers
Chapter 5. Capture Customers Through Referrals and an Advocate System
How to drive referral business and hold events that will
Help you to obtain quality referrals; how to develop an
advocate system
Chapter 6. Sell Exceptionally Well
How to change your sales strategy for today's changing
marketplace, how a smart sales manager transformed his
team from dead last to excel...step by step; critical selling
skills for today's sales professionals
Chapter 7. Win Over Customers—Even When The Boss Says it
Can't Be Done
How smart sales professionals applied courage,
persistence and creativity to win over customers when
their bosses said it would be impossible
Chapter 8. Apply Smarter Marketing and Advertising Practices
Great examples and how-to's: smart taglines,
advertising practices, and social marketing techniques
Chapter 9. Create a United Front—Align Sales and Marketing
Sales and marketing must be aligned with your
competitive strategy. This chapter will tell you how to
align your teams for results!
Chapter 10. Reel in Customers at a Trade Show
Great ways to hook your competitors' customers with
Good bait, get them into your exhibit, and close the
Sale — a valuable read for any company or sales
professional
Section II
Introduction: Who Am I? I'm One Tough Customer
Chapter 11. Keep Your Hard Won Customers With Exceptional Customer Service
Great examples from companies known for
consistently exceptional customer service and how
to apply these lessons to your own business
Chapter 12: Listen to Customers, Make it Easy and KEEP Them
How to obtain customer feedback and demonstrate that
you ARE listening and improving the customer experience
Chapter 13. Keep Even the Most Difficult Customers
This chapter is for everyone in your company. Learn how to handle the most difficult customers and situations
Chapter 14. Create a "Sales Service Excellence" Culture
A step by step approach on how to drive sales by giving your full support to your sales team, and transforming your culture
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