Local business consultant details strategy in new book
BRECKENRIDGE – Summit County resident Robert Gordman, who founded the Gordman Group 10 years ago, brings his business strategy to companies large and small with his book, “The Must-Have Customer: 7 Steps to Winning the Customer You Haven’t Got.”The Gordman Group, based out of Gordman’s home in Breckenridge and comprised of former CEOs and presidents of businesses, helps companies develop strategies to grow intelligently.”Very often companies grow, but it isn’t profitable,” Gordman said.
He wrote the book with the help of his wife Elly, who did research on the case studies included in the text, and writer Armin Brott.Elly described why Robert wrote the book. “He was saying, ‘Someday when I retire, I want to write a book.’ But he’s never going to retire, so why wait.”Robert said the book is like a tool kit with a seven-step process to learn about, attract and retain the best customers for an individual business.
One aspect of the strategy outlined in the book is finding a company’s “sweet spot.” Robert explained the idea: “It’s a position in the marketplace. It sets a business completely apart from another.”He gave an example of three stores which sell basically the same products, yet have developed business strategies that make them unique. Target, Wal-Mart and Walgreens tailor their ads and look of their stores around the niche market they’ve created – Target, a hip and trendy place; Wal-Mart as a low price center; and Walgreens as convenient.Robert said he thinks the book would be beneficial to anyone that earns a living doing business with customers. As the title implies, much of the book focuses on understanding a business’s profitable customers and attracting more of the same, instead of trying to satisfy customers who aren’t right for the business anyway.
Robert will be speaking on topics in the book Thursday for the Colorado Business Show at the Denver Convention Center.”The Must-Have Customer” is available locally at Hamlet’s Bookshoppe in Breckenridge as well as the usual internet venues.Leslie Brefeld can be reached at (970) 668-3998, ext. 13622, or firstname.lastname@example.org.
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