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Retention First

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Retention First

By: John Lamerton
Narrated by: John Lamerton
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About this listen

If you can increase retention by as little as five percent, your profits could grow by as much as 95 percent.

Most small businesses chase strangers. Ads, funnels, lead magnets, networking breakfasts–they’re all just pouring more water into a leaky bucket. Put retention last, and you’ll feel knackered, always chasing the next deal, feeling like your business is running you, not the other way round.

This book helps you stop treating retention as an afterthought, and start putting it first in your business by looking after–and obsessing over–the customers you’ve already got before chasing new ones who have yet to spend a penny with you.

©2026 John Lamerton (P)2026 W. F. Howes Ltd Customer Service Marketing & Sales Business
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I have enjoyed listening to his other titles and this one doesn't disappoint, it's a no-nonsense book, read by the author, with actionable steps that you can immediately put into action if you are a small business owner. I particularly like the chapter summaries as these make it easy to go back to.

Another brilliant book from John Lamerton

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John does a great job of showing how most businesses prioritise new customers (who have never spent any money with you) over existing, loyal customers - and how easy it is to grow a small business by obsessing over these neglected clients.

It's a nice easy read, full of easy to implement, down to earth advice on customer service, client retention, and small business growth. Never lose a customer again!

Time to start putting retention first!

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In the style of John's other books, this is a super useful book for anyone with a business built around a community, such as a membership. His advice is clear to understand and approached with John's usual sense of wit. I'm already putting some of the ideas into practise and will be reviewing my systems to employ more ideas in the coming year. Thanks John!

Accessible, entertaining and useful

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Really enjoyed making my way through this book, every chapter is full of relatable examples/analogies and then useful action steps at the end if each chapter. The narrator is the author, John, and I really like the Plymouth lilt and authenticity as he retells his own stories, rather than feeling like he's rereading. Retention focused, but offering a great overarching business view - focus on giving great value to your customers, and then a whole host of core key metrics increases. Loved it, thanks John

Fix that leaky bucket

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John's books are great because on top of all the experiences and the advice he gives you, you always get authentic stories, the kind of stories that will transport you to those places in your head. I could very well see myself at one of those gigs he is referring to in his latest book... No! Not at a Foo Fighters gig, God no! But a Depeche Mode or a Muse gig for sure! John's stories are all authentic and you can well relate to them! I thoroughly enjoyed his 4 other previous books! I got Evergreen Assets first, then Big ideas... and then the rest.

After purchasing this latest book on Audible, while on a London bound train, yesterday morning, and while waiting for it to download to my library, I received an email from one of my oldest clients. I am a photographer in Cambridge, and this biotech company has been hiring my services to photograph their summer AND Christmas parties year in year out. And so, yesterday (March 25), they were emailing to book my services for their Christmas party, at the end of November this year! Now, what a way to start listening to "Retention First"...

This book is full of advice and practical information about retaining your current customers, and how to make sure your "current customers" bucket does not leak its contents. Full of stories and invaluable advice and read by John! This really makes a big difference. Highly recommended, as well as his other books!

You know what you're getting with John Lamerton!

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