Book Description
How to capture customers by learning to think the way they do
The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.
Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys.
In addition, you receive:
- Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader
- Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers
Customer Reviews:
An Invaluable Resource.......2007-03-11
If you want to improve your sales and connect better with your customers, buy this book! Each chapter is full of "aha!" insights that will enhance your understanding of your customer's needs.
Stinnett is an apostle of the "diagnostic approach" to selling, in which the seller undertakes a process of discovery to identify what results the customer is trying to achieve. The focus is always on the customer--his motive, the urgency of reaching the objective, the consequences of doing nothing and remaining where he is, the expected payback from attaining the objective, the resources the customer has available to devote to the effort, and the risks he will face in moving in a new direction. These "Action Drivers," Stinnett explains, govern and control just about every buying decision. If a sale falls through, chances are that one of these "Action Drivers" was missing.
In the first half of the "Think Like Your Customer," Stinnett analyzes how buyers evaluate their options and assess risk. Weeks after reading the book, I still open it up and turn to the chart on page 49, where Stinnett lists the eight major types of value your customer may be attempting to derive from a relationship with you and your company. They are:
Economic Value (increasing revenue, reducing costs, better utilization of assets)
Emotional Value (need for recognition and security)
Simplicity Value (making the easy choice and reducing headaches)
Relational Value (repaying loyalty and commitment; avoiding potential conflict)
Political and Image Value (looking good to others)
Guidance or Advice Value (access to expert advice)
Quality Value (reducing product defects; better service)
Time Value (shorten time to market; free up time for other things)
Stinnett points out for each of these denominations of value, there is a corresponding denomination of risk. Since value and risk are two sides of the same coin, a seller can increase the perceived value of his offering--and overcome prospects' perennial objections about price, by focusing carefully on the customer's concerns and reducing risk in the areas of value that are important to that particular customer.
In the second half of the book, Stinnett dissects the anatomy of the customer's buying process. Instead of focusing our attention on how we sell, Stinnett says we should concentrate on how the customer buys and--more importantly--what affirmative steps we can take to help the buyer move through each stage of the buying process that the buyer needs to traverse in order to buy from us.
Nothing in "Think Like Your Customer" is startlingly new; rather, Stinnett teaches how we can turn our thinking inside out and look at a transaction from the perspective of the buyer.
This book is well organized and highly readable; the reasoning is persuasive, and the advice is immensely practical. Immediately after reading "Think Like Your Customer," I began to conduct conversations with my clients using the tools and skills Stinnett provides. The difference in the quality of the communication was nothing short of amazing. Buy this book and profit from its wisdom!
How to understand the high-probability customer's purchase process .......2007-01-31
Bill Stinnett concludes the Introduction to this book with a remarkable statement: "Now let me be clear: I don't take credit for any of these truths [culled from a variety of other sources]. I didn't make them up. They have been there all along, waiting to be observed. My life's work has been to recognize them and organize them in an effort to advance my own career and yours." Stinnett refers to popular sales methodologies which include Strategic Selling®, Solution Selling®, and SPIN Selling®. Whatever the given methodology, its ultimate outcome is an increase in revenue which, Stinnett duly acknowledges, can be accomplished in three ways: maximizing sales velocity, increasing average "deal size" or the "wallet" share, and increasing customer loyalty and satisfaction.
Throughout Stinnett's narrative, his emphasis is on presenting and then explaining "a winning strategy" (actually an aggregate of several strategies) to increase his reader's understanding of how and why customers buy. The chapter titles for Part 1, "Why Customers Buy," correctly indicate how practical his approach is: What Customers Think About, What Customers Really Want, How Customers Perceive Value and Risk, The Cause and Effect of Business Value, and The Value of Customer Relationships. It should be noted that, along the way, Stinnett also offers excellent advice with regard to all manner of "how not to's" and "why nots" when formulating and then implementing what should be a cohesive, comprehensive, and cost-effective game plan to increase revenue.
To me, some of the most valuable material in the book is presented in Chapter 8 as Stinnett explains how to reverse-engineer the buying process. That is, in Stephen Covey's words, "begin with the end in mind." This is a process by which to identify what must happen before a given customer is ready to buy. Previously in Chapter 2, Stinnett introduced what he calls his "Customer Results Model" which involves a process that begins with fully understanding the prospective buyer's current situation. I agree with Stinnett that there is no inherent value (as perceived by customers) in the solution offered by a given product or service unless it will achieve the prospective buyer's desired outcomes or results. As the former CEO of Home Depot once observed, people don't buy a quarter-inch drill; they buy quarter-inch holes. In this context, the quarter-inch drill fills a gap between a current, often an urgent need and filling it.
One of this book's several reader-friendly devices is the isolation of key points presented in bold face. This facilitates and accelerates frequent review of those points later. For example:
"It's a lot easier to sell somebody something if it's positioned as a way to help them achieve a goal or an objective that they already want to achieve." (Page 15)
" Far more critical than what is valuable and important to your customer is why it is valuable and important to them." (Page 65)
"A deep, meaningful, high-trust relationship with a client who has no business disparity [i.e. compelling need], no motive to take action, or no means to take action even if they did have a motive, equals no sale. It's just a relationship." (Page 105)
"It's not what we do in our sales process, but what the customer does in their buying process, that really matters." (Page 135)
"We should spend 80 percent of our time and effort on the 20 percent of our opportunities that carry a strong urgency, motive, and consequence, because these are the deals that can close." (Page 179)
None of Stinnett's key points is a head-snappy revelation, nor does he make that claim. However, all of them - preferably reviewed in the sequence in which they are presented - offer valuable reminders of where the proper focus and emphasis should be during a high-probability customer's purchase process.
There are dozens of excellent books on the art and science of sales, and this is one of the best.
Well-done!
Valuable tools to use right away.......2006-04-02
When I read books on persuasion, I'm looking for effective tools. One of the reasons I like this book is that it has valuable information I don't remember seeing elsewhere.
The chapter on what customers really want is worth far more than the price of the book. It identifies the factors that must exist for a customer to buy from us. And it teaches how to weave key questions about these factors into our informal conversation with the customer.
Another example: The book teaches how to learn what specific results a customer really wants and how to tie that to our product or service. The specific "result" a customer wants may differ greatly from the generic benefits we assume our product or service's features provide.
I've found that using Stinnett's tools to focus even more on how the customer thinks increases sales and the number of satisfied customers.
Pack the sales punches.......2005-12-19
This is one of the best books on selling I'd read in years. In the software world, hard-sell is dead. Try consultative selling the Bill Stinnet way. I used some of the ideas in the book eg., mapping out the buying process and offering it as as part of an important visual information to the gatekeeper to reach the decision maker - and it works! I have used the concept of getting the buyer to think about destination "C" with us rather than trying to be too focused on the offer in "B". There is also a section on how to qualify a prospect with ideas that are worth committing to memory. A combination of Bill's ideas and my experience has turned many of my well qualified prospects into paying customers today.
If you are a career saleperson then this one is definitely for you.
"Think Like Your Customer" by Bill Stinnett.......2005-03-08
Mr. Stinnett offers a revolutionary new approach to sales. This book offers many practical ideas and concepts that breathe new life into the sales process and help you better understand the issues that ultimately drive the customers decision making process. A must read for any serious sales professional.
Amazon.com
In a world in which we are constantly bombarded by advertisements and commercials for everything from the fastest car to the lowest-fat cookie, it is no surprise that personal identity is often linked to consumerism. But is it always true that we are what we buy? And what does this mean for gay men, who have been targeted as prime consumers by companies selling just about everything--vodka, sportswear, dining-room tables, and more? Twenty Million New Customers! is a fascinating look at the buying habits and motivations of 44 gay men. While other studies have focused on the role of income in gay-male buying patterns, author Steven Kates is far more interested in exploring how his subjects' sense of identity and self-presentation affect their consumer habits. The results are always surprising--some men buy certain brands or styles to "look" gay, others to appear "less gay"--and remind us of the diversity of gay male culture, as well as how consumerism and the identities of many are intertwined in our public and private lives.
Customer Reviews:
The best of the bunch.......2007-02-10
There are a few books out there regarding this market, but out of the ones I've looked at, this seems to be the best of the bunch.
Customer Reviews:
Good Comprehensive Sales Book for Beginner.......2004-10-30
There are tons of salesmanship books, this one is actually for beginners, and it is a good one. I do a lot of seminars and trainings, and a lot of materials inside this book can be used to help people learn selling process. I heartily recommend this one for people who just entered the selling field. It is also a good reference guide for the veteran sales (especially if he/she is from the old type of sales who often only push the products/company and focus on technique and sales tricks). The book try to convey the importance of looking from the customer point of view. This book is NOT a "pumping" motivational type of sales book. But comes in a generil selling strategy and common good advices. Along with SALES BIBLE, it will be a great collection for any sales proffesional. This book is more "structured" in the way it presents the material. The materials flows well and easy to read and understand.
Chapters include:
1.Everyone can sell.
2.What's wrong with the old approach?
3.Cutomer Focused Selling.
4.Knowledge is Power.
5.Finding New Customers.
6.Getting in the door.
7.Pre-Call.
8.Breaking the Ice.
9.Building Trust.
10.Understanding the Buyers.
11.Selling by asking questions.
12.Shut-Up and Sell (Listening).
13.Selling Solution.
14.Getting Past Objection.
15.Gaining Agreement (Closing).
16.Follow up.
17.Referalms.
18.Networiking.
19.Getting Noticed.
20.Enthusiastic.
21.Goal Setting.
22.Time Management.
23.12 keys to success.
24.12 mistakes.
25.Dresss For Success.
26.Selling to Multiple Decision Making.
27.Wining and Dining.
28.Electronics Media.
29.Sales Coach.
30.Succeed with CFS
The materials are just right for the beginner and it is quiet comprehensive and correct. Consultant or Sales Manager can use this for training their sales people. I like this type approach better that the usual "self-help" type of sales book which usually only play the emotional pump and describing success more that the right way to do selling. As any selling book, the book is not specialized into any particular products/service, but more generic one that can be aplied quiet commonly.
SPIN SELLING is a more "specialized" one for "larger sales" and for more experienced sales veteran. I also would like to recommend some other type of books especially the psycological approach ones like INFLUENCE (by Cialdini) or Understanding People (DISC:Inscape book) Success nowadays is not only a matter of knowing a "secret", but comes from continual desire to learn and grow, and change and getting better and better. Any tiny comparative advantage will be useful in this extremely competitive age.
the ultimite power book in sales and marketing........2000-08-20
This is the fantastic book you have to read if you wont to be a career wise in marketing. in this book you will learn alot of things that you could not find in one book, you will learn how to - find customer, dress for success, dealing with obcetives more and more when you will buy the book. sayed omar The American University of Cairo. Egypt
This is what we need today in Business the 5 Ps.......2000-07-24
This book is realy what we need in Business today, how to understanding customer needs and tell us the 4 Ps that any marketing must be dealing with besides the Customers that most marketer think that the customer is out of the 4 Ps because the all 4 Ps surrounding it, but when you read this book you will see the 5 Ps or 6 Ps must be focusing in one P ( peoale) who is the king " customer is the king', so have fun. sayed Omar AUC.Egypt. somar@aucegypt.edu
Packed with useful information.......2000-03-29
This book is well written, laid out nicely and packed with information about successful sales based on understanding customer needs, building trust and delivering solutions. Every chapter has good background information, useful lists and "to dos" and examples. Great for the salesperson, sales manager or marketing professional. There are lots of immediate takeaways in this book.
Book Description
For forty years managers have been exhorted to "stay close to the customer and ahead of the competition." And with good reason Research now shows that market driven organizations outperform their rivals. Given the obvious benefits, why do so many companies fail to become market driven? Because their internal processes, structures, incentives, and controls get in the way, says George Day, one of the world's leading authorities on mar keting Strategy. Building on his pathbreaking book Market Driven Strategy and a decade of experience in coaching firms to deliver superior customer value, Day presents for the first time a battle tested hame work for creating the market-driven organization.
In eminently readable prose, Day argues that in successful market driven organizations, three key elements -- capabilities, culture, and configuration -- are aligned to the market. Day explores the distinctive market sensing and market relating capabilities that are at the heart of the market-driven companies. He draws on examples of such market-driven firms as Intuit, Wal-Mart, Virgin Airlines, Disney, and Gillette to illustrate how intimate knowledge of their customers and markets gives these firms a powerful advantage over rivals. By contrast, Day shows how failure to align the organization to the market can result in such mishaps as IBM's loss of leadership of the computer market or Motorola's stumble in shifting from analog to digital cellular phone systems.
Using case studies of Owens Corning, Sears, and the Eurotunnel, Day provides a concise roadmap to managers who want to strengthen the orientation of their organizations to the market. He concludes with a detailed diagnostic questionnaire to help managers assess their own progress Here at last are all the insights and tools necessary to construct a company with superior skills for understanding, attracting, and keeping valuable customers.
Download Description
"Market driven strategy" is a buzzword that many business people use without fully grasping its meaning. Now George Day -- the inventor of the phrase -- follows up his groundbreaking book Market Driven Strategy with practical advice for managers who want to better communicate with their customers, perform miles ahead of their competitors, and continually be responsive to both. Based on nearly a decade of research, teaching, and consulting on the topic, The Market Driven Organization shows how to apply Day's essential marketing theories to an entire company. Featuring hundreds of examples from such companies as Virgin Atlantic, General Electric, Procter & Gamble, Staples, and more, Day takes readers step by step through the process of becoming market driven. Complete with diagnostic questionnaires and other assessment tools to identify strengths and weaknesses and lead companies through change, The Market Driven Organization is an indispensable guide that will provide managers with crucial insights drawn from the most thorough research of the decade.
Customer Reviews:
Highly Recommended!.......2001-10-31
Expanding on the groundbreaking concepts first presented in Market Driven Strategy, George S. Day presents a detailed illustration of what a market-driven organization looks like and how it operates. This practical book provides many specific suggestions that executives can implement to get their companies in tune with their customers and their markets. Day also presents contrasting examples that show blunders, setbacks and outright failures among companies that stubbornly retain inward-looking cultures. This book joins Day's earlier work as a classic in the management field and we [...] recommend both books to business people at all levels.
An easy-to-read book on the value of being market-driven.......1999-11-04
Too often, executives think that "being market-driven" is just a catch-phrase; this book explains the difference between being market-driven and being technology-, sales-, or finance-driven. It describes why market-driven organizations are more profitable, using clear examples of successful companies. It's a must-read for senior executives.
Book Description
Providing the reader with access into the mind of the consumer, Understanding Customer Behavior: Marketing Lessons Learned From Understanding the Consumer Experience serves as an ideal supplementary text for marketing and consumer behavior courses. This book provides interesting and entertaining examples, illustrations, and applications to highlight the psychological aspects of marketing. The text is highly accessible to the casual reader, with concentrated "Gold Nuggets" that summarize the major concepts and themes of each section. The book need not be read chapter by chapter. Instead, the unique organization of the content allows the reader's personal interests to guide his or her journey through the book. Understanding Customer Behavior is an interactive text that includes both a collection of Internet sites illustrating consumer behavior principles and Web exercises to help students grasp key concepts. A companion Web site provides additional links that include an online "Reading Room" and "Marketing Careers" Web page.
Customer Reviews:
The bible of consumer behavior!.......1999-01-17
This is the foremost consumer behavior text in the world.
I would highly recommend this book for all students and professionals interested in marketing and the study of what makes consumers buy.
Average customer rating:
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Understanding Customers (Marketing)
Chris Rice ,
Craig Simmons ,
Rosemary Phipps , and
Chartered Institute of Marketing
Manufacturer: Butterworth-Heinemann
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ASIN: 0750623225 |
Book Description
This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations.
Each chapter of Understanding Customers consists of: * learning objectives and definitions * the theoretical background * exercises * issues to consider * current examples * implications for marketing * recent examination questions. Chris Rice is
Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.
Recommended by Ted Johns, CIM Senior Examiner for the Understanding Customers paper
Updated in line with the latest developments in the investigation of consumer behaviour and with the new CIM syllabus
Product Description
Achieving Customer Mindshare through Public Relations is an authoritative, insiders perspective on the key strategies for gaining, measuring, and maintaining the evolving concept of mindshare. Featuring presidents and CEOs representing some of the nations leading public relations firms, this book provides a broad, yet comprehensive overview of the process involved in making the consumer the best advocate of your brand. Discussing the importance of developing a stand-out reputation in a bustling marketplace, these authors articulate the finer points of an industry in which customer loyalty translates into increased revenues. From targeting the right audience to utilizing new media channels, these authorities offer practical and adaptable strategies for breaking through todays barrage of media to attain market mindshare. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great innovative minds of today, as experts offer an insiders glimpse into this competitive industry. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the worlds most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: 1. Brian Maloney and Margie Fox, Partners, Maloney & Fox LLC - ""Distinctive, Different, Singular. Maloney & Fox: The Distiffingular Agency"" 2. Ágnes Huff, Ph.D., President and CEO, Ágnes Huff Communications Group LLC - ""Mastering Positive Mindshare"" 3. Gwinavere A. Johnston, CEO, JohnstonWelles Public Relations - ""What Matters: Who You Are and What You Do"" 4. Jane Grant, President, Pierson Grant Public Relations - ""If Youre Not Delivering Service and Results, Youre in the Wrong Business"" 5. Mike Swenson, President, Barkley Public Relations - ""Cause Branding: Making Emotional Connections"" 6. Richard J. Wolff, Ph.D., Chief Executive Officer, The Global Consulting Group - ""Capturing Mindshare in a Complex Communications Environment"" 7. Hilary JM Topper, MPA, President and CEO, HJMT Communications LLC - ""Achieving Mindshare: A Step-by-Step How-to""
Book Description
This digital document is a journal article from Energy Policy, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
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Back in black: understanding the financial impact of CRM. (Customer Relationship Management).: An article from: Customer Interaction Solutions
Doug Tanoury
Manufacturer: Technology Marketing Corporation
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Release Date: 2005-07-30 |
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This digital document is an article from Customer Interaction Solutions, published by Technology Marketing Corporation on November 1, 2002. The length of the article is 2391 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Back in black: understanding the financial impact of CRM. (Customer Relationship Management).
Author: Doug Tanoury
Publication:
Customer Interaction Solutions (Magazine/Journal)
Date: November 1, 2002
Publisher: Technology Marketing Corporation
Volume: 21
Issue: 5
Page: 38(5)
Distributed by Thomson Gale
Book Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on November 1, 1997. The length of the article is 585 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Banking institutions are adopting different marketing strategies to meet diverse customers' demands and increase market share. California First Bank reaches out to its customers by participating in community events. The bank also markets to its Asian customer base by designing promotional activities suitable to specific cultures. Atlantic Bank of New York overcomes language barriers by hiring personnel who could speak the dialects of their local customers.
Citation Details
Title: Building understanding. (bank marketing strategies targeted for diverse customers)
Publication:
Bank Marketing (Magazine/Journal)
Date: November 1, 1997
Publisher: Bank Marketing Assn.
Volume: v29
Issue: n11
Page: p16(1)
Distributed by Thomson Gale
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