It's the Customer, Stupid!

Ruthlessly focus on what's convenient for customers, not what's convenient for you

Ninety percent of dissatisfied clients will take their business elsewhere and never tell you why. However, ninety-five percent will become loyal customers again if their needs and problems are addressed and remedied.

Speaker and salesperson Michael Aun shares these secrets and many more in It's the Customer, Stupid!, a guide to growing any business by gaining new customers, and, more importantly, by keeping the ones you have happy and coming back for more. This fun-to-read book explains common myths about sales and customer satisfaction, starting with the fact that most businesses think they're customer-centric, but they just aren't.

• Get proven steps to REALLY put your customer at the center of what you do
• Distinguish your business from the competition by understanding the principle that good sales ARE good service
• Author received the Toastmasters "World Championship of Public Speaking" award and is also a full-time businessman practicing what he preaches daily

It's the Customer, Stupid! reveals key actions that will shake up your business approach. Your customers will love you for them, and you'll love the effect on sales!

MICHAEL A. AUN is a speaker, columnist, and full-time businessman who runs a network of insurance offices. He rose to international acclaim when he won the World Championship of Public Speaking for Toastmasters International (defeating speakers representing 150,000 Toastmasters from sixty-five countries). The National Speakers Association has honored him as a member of the Speakers Hall of Fame. Learn more at .

Unhappy customers won't just dump you. No, first they'll tell at least ten or more people about their bad experience with your company, and then they'll broadcast it online. But wait, you say you have a good customer service department? Really? What hoops do your customers have to jump through before you help them? What rules have you wrapped around your customer service department, so that your reps can't really help? How long do you keep your customers on hold? In It's the Customer, Stupid! , top salesperson and motivational speaker Michael Aun shares his secrets to keeping your customers happy, your sales growing, and yourself sane. You'll discover the myths and truths about customer satisfaction--and why many businesses and organizations, despite their claims of being customer-centric, really haven't got a clue. This energizing book is packed with sales-boosting tips you can apply right away to your company or your own job, including: If you need to fix something, don't make the customer work for it. Somebody has to take out the trash. Translation: If your company makes a mistake, you may have to fire the person who caused the problem later, but for now, step in and make the customer happy again. Fix the problem, not the blame! Whether you're talking to a customer or trying to make a sale, shut up and listen. So what if you might screw up? Make a decision! The good news is that you can woo disgruntled customers back, keep them content, and even grow sales. But first, wake up and smell the coffee: It's the Customer, Stupid!

Praise for It s The Customer, Stupid! Way too many talk about customer service and way too few deliver it. Maybe that s because they don t know the tangible actions to take. That just changed. Buy this book and do what it says. Larry Winget, television personality and author of five bestsellers, including Your Kids Are Your Own Fault in his simple, direct, and irreverent style, Michael Aun uses humor to tell it like it is: you had better care for your customers, stupid, or they ll find someone else who will! Barbara Glanz, speaker and author of CARE Packages for Your Customers Michael Aun is a highly successful businessperson and excellent communicator. Not only does he know what it takes to get and keep customers, he s able to communicate his wisdom in an engaging and entertaining way. Mark Sanborn, author of The Fred Factor This book will teach you how to turn customer relationships into perpetual assets. Michael Aun is so far in the lead on this, he s doing something else he s unbeatable with customers. Alan Weiss, PhD, author of Million Dollar Consulting, Million Dollar Speaking , and Million Dollar Coaching Michael offers profound insights around a single, powerful theme: that profitable organizations understand their business is customer service no mater the product. Howard Putnam, former CEO, Southwest Airlines, and author of The Winds of Turbulence

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