26 February 2010

ESC's March 2010 Marketing Book Club Pick

The March 2010 ESC Software Marketing Book Club selection is How to Win Customers and Keep Them for Life by Michael LeBoeuf, published 1987 by G.P. Putnam's Sons

The focus of this book is how to win and keep customers, two skills that could significantly increase software developers' income.

LeBoeuf tells us that we hear from about four percent of our customers. If members of the other 96 percent are unhappy with your company, they simply walk away, without saying anything to you. Most of the people who walk away - 91 percent of them, according to LeBoeuf - don't come back.

Most (68 percent) of the customers who walk away do so because they feel that the company treated them with indifference. Only nine percent leave because they're unhappy with the product that they purchased.

Each person who is unhappy with the company will tell eight to ten other people about their feelings. Happy customers, by contrast, will tell five people about the company they've dealt with.

Seventy percent of these unhappy people can be won back. That number grows to 95 percent if you resolve their unhappiness immediately.

Companies typically spend six times more money and energy to get new customers than to retain existing ones, despite the fact that existing customers are potentially worth much more to the company.

LeBoeuf has a lot of good marketing ideas that will help software developers sell more programs. Please join us in the March 2010 ESC Software Marketing Book Club discussion of How to Win Customers and Keep Them for Life by Michael LeBoeuf.

To learn more about the ESC Software Marketing Book Club, visit ESC's book club website pages.

If you're not already a member, join ESC now and learn why so many developers are excited about our Book Club discussions.

Al Harberg, the press release guy from DP Directory, Inc.

01 February 2010

Member of the Month February '10

Congratulations to our Member of the Month for February, Al Harberg of DP Directory. Visit the Member of the Month page to learn more.