Everyone knows that new customers represent the best opportunity for new business, right? Wrong! Prospecting for new customers is the most costly and difficult task in business. The biggest payoff and true sales gold lies in winning back former customers. And this uniquely engaging book shows how to do it. Best-selling author George R. Walther presents an easier, surer way to capture big profits by turning conventional marketing wisdom upside down. He shows how to reach people whose buying activity has tapered off or stopped - and convert them into the company's best customers. Using an easy-to-grasp conveyor belt analogy, Walther takes readers through the process of salvaging lapsed customers - using their feedback to find and fix problems keeping their loyalty - and adding new long-term customers. Each chapter contains practical tips and an action plan that readers can apply to their own situation. Upside-Down Marketing also provides plenty of hands-on examples. Case studies include well-known multinationals like IBM, Lexus, Apple, and American Express. But there are also plenty of do's and don'ts drawn from smaller firms like regional banks, ad agencies, and cable TV companies.