This week I welcome John Rankins to the show. John is the CEO of Optimo International Group Inc. and the founder of The Sales Machine, the world's first SRM (Sales Relationship Management) software.In most businesses, especially SMBs, people wear a lot of hats. In this episode, John talks about the hats that no one wants to wear and how it cripples our ability to win back lost customers. He also walks us through his solution for turning things around so winback gets done and done well.John also shares two fascinating winback stories and his views on why people don't do winback.

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