Why Customers Come Back

How to Create Lasting Customer Loyalty

“Manzie Lawfer has written a wonderful book that should be required reading for anyone who deals with customers. A great read!”
—Roger Dawson, author of Secrets of Power Negotiating

“Repeat business is the easiest and most profitable of all! This book shows you how to create lifelong customers, your key to business success.”
— Brian Tracy, author of Goals!

“This book is for anyone who is serious about creating a customer for life, outlines everything you need to know and do to make that happen.”
—Mark LeBlanc, author of Growing Your Business

Why Customers Come Back is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again…and tell the world why everyone else should buy from you too!

It isn’t until a customer buys from you a second, third, or fourth time that you actually see any profit. So learning how to retain customers is far more important and profitable than chasing new ones. Even a seemingly negligible increase in repeat business—just five percent—produces a whopping 60 percent increase in profits.

The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them…right now.

Customer spending habits and loyalty have been Manzie Lawfer’s avocation for more than 25 years. Though he did not invent the five-featured principles, he discovered them through hundreds of interviews with consumers, captains of industry, and business leaders. Lawfer consults, lectures, and conducts workshops throughout the United States. He is the president of Loyalty Now.