Winning with Customers

Some companies are focused on making the next one-off deal with a new customer, while others provide ongoing transactions and focus on developing ongoing relationships with their customers as they strive for a deeper understanding of what is important to them. Winning with Customers focuses on the latter type of customer relationship. The most successful business-to-business (B2B) companies consistently develop and execute plans to effectively attract and retain customers. Each decision positively contributes to winning or it does not—there is no middle ground. D. Keith Pigues and Jerry D. Alderman suggest that businesses should look at problems in a competitive B2B market in a different light by asking the question: “Do customers make more money doing business with our company.” They offer a proven method consisting of tools and tactics to help businesses create impactful changes that generate a sustainable competitive advantage in the process.