The Must-Have Customer

Winning and keeping the right customers is the key to sustaining increased profitability and growth. According to Gordman, customers fall into one of two categories: core customers and opportunistic customers. Core customers are those who believe strongly enough in the service or product a particular business provides, while in contrast, opportunistic customers will make their purchases from whichever business offers the lowest price.

Yet, the author introduces another classification: “must-have customers” -potential customers who have the same high-profitability characteristics of core customers, but buy from competition.

In The Must-Have Customer, Gordman lays out seven steps, which, together, allow companies to identify and maintain their core customers, while at the same time, win over the elusive must-have customer. These steps can help any company create actionable, practical strategies to enable even healthy companies grow faster and become stronger.