watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who the best customers are and what products they want to buy, and then building around them? The answer: You can. And you'll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, Neil Hoyne shares exactly how to do this. With simple marketing processes and methods, you'll learn how to: Determine the full potential of each customer so you can identify the ones worth building a relationship with, and the ones you should let go (parting is such sweet sorrow, but not all relationships are meant to last) Engage in an on-going conversation with your best customers, avoiding the margin-crushing disappointment of relentless advertising and promotion discounts Ask guiding questions so you can anticipate their needs better than your competitors Find more great customers by utilizing data from your existing tribe A real person is always on the other end of the transaction. Converted shows you how to win their hearts.