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The G.R.E.A.T. Retention Book
The Art of After-Sales Marketing

‍The G.R.E.A.T. Retention Book

Strategies for Human Loyalty in an AI-Driven World

About the book

The G.R.E.A.T. Retention Book is a practical guide to what happens after the sale — the phase where loyalty is either built or quietly lost.

Drawing on behavioural psychology and real-world experience, the book explores how relationships evolve after a transaction, and why emotion determines whether customers stay, return, or advocate.

Structured around The G.R.E.A.T. Retention Method™, it shows how post-sale moments can be intentionally designed rather than left to chance — turning short-term satisfaction into long-term belief, habit, and advocacy.

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Reader perspectives

"Like a Finnish sauna, The G.R.E.A.T. Retention Book starts calmly, gets uncomfortably intense, and leaves you wondering why you ever tolerated cold customers in the first place.
Built around the five-stage G.R.E.A.T. method—turning buyers into loyal advocates through carefully engineered emotional moments —it’s the rare marketing book that doesn’t just shout “sell” but mutters, “perhaps start by keeping the ones you have, yes?”
If Marketing Warfare taught you how to win customers, this shows you how to stop them escaping like Finns at the first hint of small talk.
Buy it—because in marketing, as in Finland, survival depends less on conquest and more on who’s still with you when the snow gets deep."
Professor Michael Mainelli
President
Z/Yen Group;
London Chamber of Commerce & Industry
"The author offers a clearly articulated and intellectually robust analysis of how to build customer ambassadorship. More importantly, he shows how retention strategies can be designed into your systems, and how the psychology of the relationship between any product and its customers can be developed and utilised to build brand advocacy — turning marketing persuasion into brand partnership.

A must-read."
Andrew Marsden FCIM
Former President
The Marketing Society
“The ideas in your book are original and creative.”
T. Forcht Dagi, MD, DMedSc
Professor of Neurosurgery
Mayo Clinic College of Medicine and Science

Foreword

If you want to build a valuable brand, read this book. If you think marketing is easy, don’t.

The task of marketing is to build valuable brands — with all that means in terms of competitive advantage — by first creating brand awareness, then buildingongoing loyalty, and ultimately turning your customers into your ambassadors.

Rooted in behavioural analysis, this landmark book takes the reader on a journey through the emotional architecture of loyalty and then moves us towards human-centred marketing to build brand advantage.

The author offers a clearly articulated and intellectually robust analysis of how to build customer ambassadorship. More importantly, he shows how retention strategies can be designed into your systems, and how the psychology of the relationship between any product and its customers can be developed and utilised to build brand advocacy — turning marketing persuasion into brand partnership.

A must read.

Andrew Marsden
Former President
The Marketing Society

Custom Corporate Editions
for Clients, Partners, and Teams

Used by banks, advisors, and professional services firms to strengthen long-term client relationships.

A customised retention playbook your clients keep, use, and share.

A tangible asset carrying your logo, your brand colours, and an introduction written by your leadership team.

Something clients keep — and share internally.

A book that positions you as a partner, not just a provider.

Your relationship managers gain a reason to start better conversations.

Your partners gain language that signals long-term intent.

Your brand stays on desks, shelves, and in boardrooms — long after the gift is given.

Intellectual merchandise.

Corporate editions available from 100 copies.

Corporate Editions
The G.R.E.A.T. Retention
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© 2026 The G.R.E.A.T. Retention Method™ is a proprietary behavioural framework created by Vladislav Dobrokhotov. All rights reserved.