Book
A book about customers who come back
The cheapest thing you can do for repeat sales. Methods proven in Czech companies, from the first purchase to a complaint handled without losing the customer.
The printed book costs 990 Kč with free shipping to a Zásilkovna pickup point in the Czech Republic and Slovakia and for the same price it also exists as an e-book.
A new customer is the most expensive one you have
Advertising gets pricier year after year, and the moment a customer wants to buy, you're fighting the whole competition over them. A discount is an argument anyone can copy from you by morning.
A company living only off first purchases pays the most expensive part of marketing over and over. And never knows whether next month will come.
The best companies earn on the second, fifth, and twentieth purchase. It's not luck or being in the right industry. It's a craft that can be learned. That's exactly why I wrote this book.
What you'll take away from the book
- You'll calculate the real size of your market from public data, instead of guessing "1% of ten million will do". (chapter 7)
- You'll understand that customers buy the least risky offer, and you'll stop competing on price alone. (chapter 2)
- You'll ask your customer six questions that turn the first purchase into a second. (chapter 5)
- You'll split customers into three groups and write copy they recognize themselves in. (chapter 8)
- You'll design a loyalty program that doesn't cut its own margin, including the math of when a discount still pays off. (chapters 14 and 18)
- You'll learn why customers disappear and how to bring them back. (chapters 18 and 19)
- You'll time your offer to buying intervals and seasons, and announce even a price increase without losing customers. (chapters 16, 17, 20 and 21)
A working tool, not a one-evening read
Case studies of Czech companies with real names and numbers, interviews with the people who run them, 52 tables with sources cited, and checklists you can use right away. I write without jargon; complex concepts are explained by charts and examples, not foreign words.
You'll find the experiment I ran right on the shop floor to verify how a welcome discount cannibalizes a loyalty program. A minute-by-minute transcript of a mystery purchase that became a customer experience map. Or the calculation of why a lifetime 10% discount quietly demands an 11% price increase.
"Knowledge only has value when it leads to results."
Who wrote it
For over two decades I've done marketing and sales for companies without a marketing department. Since 2016 I've been filming as ZeptejSeFilipa, over 2,500 videos and streams on marketing and business.
My grandfather was a respected saddler. He mastered the craft, but when my grandmother suggested charging 80 Kč for a strap repair, he waved it off firmly: "Make it 36." He never could ask for a fair price, and the business never reached a real profit. That memory is why the book watches both sides of the counter: the customer who loves coming back, and the merchant who doesn't lose out.
The whole story is on the page about me.
What's in the book
- 1Subscriptions as a scalable business model
- 2Managing purchase expectations, added value, and risk
- 3Subscriptions as a revolution in business models
- 4Anyone can be a medium
- 5Key questions for prospects and customers
- 6The two emotions that sell every product
- 7Market segmentation
- 8The three-group model
- 9Business diagnostic
- 10The pre-purchase period
- 11Sales prejudices
- 12Sales arguments, buying urgency, and credibility
- 13Sales barriers
- 14Buying arguments
- 15Buying barriers
- 16The length of the buying decision
- 17Buying seasons
- 18Exit criteria: why you lose a customer
- 19Return criteria and customer retention
- 20Buying intervals
- 21Purchase frequency
Book details
- Length
- 528 pages, 21 chapters
- Language
- Czech
- Binding
- paperback
- Published
- 2025, first edition
- Printed by
- FINIDR, Český Těšín
- ISBN (print)
- 978-80-11-06900-1
- E-book
- PDF and ePub
One price, two forms
990 Kč
Free shipping to a Zásilkovna pickup point in the Czech Republic and Slovakia.
Buy the bookE-book
990 Kč
PDF and ePub arrive by email right after payment. The same book, no waiting for a parcel.
Pay by card or bank transfer; the tax document arrives by email.
What people ask before buying
- When will I get the book?
- I send the printed one to the Zásilkovna pickup point you choose in the order. The e-book arrives by email right after payment.
- I'm just starting out. Will it be too technical for me?
- No. I deliberately wrote the book without jargon; complex concepts are explained by charts, tables, and examples from everyday situations.
- I run a service business, not an e-shop. Does it apply to me?
- The case studies come from manufacturing, services, gastronomy, crafts, and online sales. Every industry deals with repeat purchases; it just calls them something else.
- Will I get a company invoice?
- Yes. The tax document arrives by email right after payment; books carry a zero VAT rate.
- Can I return the book?
- With the printed book you have 14 days to withdraw, as the law provides. With the e-book the right expires on delivery of the file; that's what the law says about digital content.
The book is a first step at your own pace. The topics it opens are put into practice in ZSF klub . A community of professionals digs into the details the book alone couldn't answer, over specific companies and numbers. And the author is in there too: ask me directly about anything from the book. We go into the field together.