In this guide to one-to-one selling, the authors argue that with increasingly interactive media, it now makes more sense to sell as many products and services as possible to one customer, than to just sell one product to as many customers as possible. Chapters cover such subjects as: how to identify and capitalize on customer differences; how to increase the share of valuable lifetime customers; how to treat different customers differently; how to anticipate what your customer wants; how to get customer feedback; how to remove distribution barriers; and how to implement the one-to-one marketing philosophy in your company.