Book Description
A five-step strategy for turning a commodity into a necessity
When products and services become interchangeable, price becomes the ultimate determinant for consumers. Indispensable shows businesses how to break out of that cycle by using The Five Drivers-a strategy that takes companies to the next level of performance. Renowned business consultant Joe Calloway looks at how real companies have made their product or service "mission critical," and satisfied customers in the process.
Indispensable goes straight to the heart of the issue and reveals how successful companies-of any size, in virtually any manufacturing, selling, or service endeavor-achieve market leadership through The Five Drivers of fierce customer loyalty. Indispensable shows readers how to:
* Create and sustain momentum: overcome organizational inertia and keep moving forward
* Develop habitual dependability: make consistency of performance a defining characteristic
* Connect continuously
* See the Big Picture Outcome: create compelling customer experiences
* Engage, Enchant, Enthrall: make magic in the marketplace
With interviews, detailed case studies, and dozens of real-world, effective customer service ideas and initiatives, Indispensable is just what today's forward-thinking businesses need.
Download Description
"A five-step strategy for turning a commodity into a necessity
When products and services become interchangeable, price becomes the ultimate determinant for consumers. Indispensable shows businesses how to break out of that cycle by using The Five Drivers-a strategy that takes companies to the next level of performance. Renowned business consultant Joe Calloway looks at how real companies have made their product or service ""mission critical,"" and satisfied customers in the process.
Indispensable goes straight to the heart of the issue and reveals how successful companies-of any size, in virtually any manufacturing, selling, or service endeavor-achieve market leadership through The Five Drivers of fierce customer loyalty. Indispensable shows readers how to:
* Create and sustain momentum: overcome organizational inertia and keep moving forward
* Develop habitual dependability: make consistency of performance a defining characteristic
* Connect continuously
* See the Big Picture Outcome: create compelling customer experiences
* Engage, Enchant, Enthrall: make magic in the marketplace
With interviews, detailed case studies, and dozens of real-world, effective customer service ideas and initiatives, Indispensable is just what today's forward-thinking businesses need."
Customer Reviews:
Fabulous ideas backed up by case studies.......2005-11-15
When I saw the raving testimonials on the back cover by executives from Saks Fifth Avenue, Volvo, Tractor Supply, and Quill Corporation, I was dubious. What could be so great about this book? I'm a believer. From understanding how to compete against the "lowest price" provider to unique case studies ranging from a revolutionary bank and W Hotels to a pancake restaurant and selling guru Geoffrey Gitomer (Little Red Book of Selling), Calloway has written a compelling business book that will force you to examine your own business in a way that inspires performance improvement. Those who haven't spent time "in the trenches" of business or management probably won't get it, but for those who have to constantly find ways to improve productivity - this is the book to read this year. You won't find a book with more practical or engaging case studies anywhere.
Full of Duh's.......2005-11-15
Calloway's book starts with 5 promising but not earthshattering "drive behaviors" that result in becoming indispensable. But the book quickly becomes lots of duh's. Among his 28 indispensable lessons: #1 "Sell the same thing as everybody else and have the lowest price." Duh.
#7 "Know your customers." Duh
And lots and lots of stories...Serious students of business development should pass on this book.
Read this book!.......2005-09-28
Meet Joe Calloway, a consultant on branding and competitive positioning. He's delightfully candid, direct, instructive, and stimulating. As you read this book, you will get to know Calloway as a human and consumer with feelings...that certainly come out in this text. I thoroughly enjoyed page after page of stories of how companies become indispensable...or not. The conversational tone is captivating and motivating.
You'll read about the Five Drivers: create and drive momentum, develop habitual dependability, continuous connection, big picture outcome, and engage, enchant, and enthrall. The chapters illuminate these drivers and deliver even more. I found myself looking at my business relationships much differently-both as a consumer and as a deliverer of goods and services. Between Calloway's lessons, countless examples, and case studies is an intricate fabric of a clear message. Be indispensable or lose to the competition. I won't tell you more details-there's too much to try to convey the depth of this book in a review. Read it.
Expect to be thoroughly engaged by this book, eager to return to it every time you put it down. And, expect to send it to someone who really needs it when you're finished!
Joe Calloway is a star.......2005-07-11
Great writing technique. Get to the punch lines quick and establish clearly what needs to be done.
A perfect reminder that we all seem to forget how easy it is to captivate our customers' attention and have them come back for more.
Also great examples that cover many industries giving clear pictures of the difference between great and mediocre companies.
Get's to the point quick. Great Examples.......2005-07-01
I've read many management books in my time and Indispensable: How To Become The Company That Your Customers Can't Live Without really hits home on creating a great company. A very easy read, with great examples that prove the points he makes.
Amazon.com
Selling Machine, by sales consultants Diane Sanchez and Stephen E. Heiman, advances a perfectly logical but all-too-rarely followed business concept: because sales revenue is the driving force behind practically every company, all employees should share responsibility for maximizing it. After working with major firms such as Coca-Cola, DuPont, Hallmark, and Chase Manhattan, the authors concluded that top companies actively encourage everyone--from top to bottom--to help the sales force do its job. The related principles that these firms adhere to are outlined and explained here, and then applied to the types of problems that salespeople face daily.
Book Description
Using dozens of examples from some of America's best-run companies, the top executives of Miller Heiman, the world's leading sales-consulting firm, reveal their winning strategy for business success: Focus every member of an organization on the vital business of selling.
Customer Reviews:
Selling Machine reinforces modern selling methods!.......2005-10-22
The message to be made to companies...to survive in today's highly competitive marketplace, everyone, not just the sales department,from top to bottom, must be selling to help the salesforce do its job.
Selling Machine proposes that the whole company focus on the customer. The book wraps up with emphasis on the value of teamwork and how teams can enhance customer focus.
Selling Machine: making everybody in your organization sell!.......2000-05-12
Reading the books written by Miller, Heiman and Tuleja (The New Conceptual Selling, Successful Large Account Management and The New Strategic Selling) changed the way I looked at complex sales processes completely and increased sales success of the companies I work(ed) for dramatically. Their books (and excellent training courses) represent a customer-centric vision rarely to be found in other writings (and training courses) on how to sell.
The Selling Machine gives an excellent overview of the Miller-Heiman philosophy and goes one step further by propagating that all employees should share responsibility in enhancing revenues by supporting the sales force. A must-read for everybody in an organisation - be it sales or marketing, administration or reception desk, CEO or his/her driver. All who understand that in the end it is the customer who is paying your salary. So better make sure all people on board are helping to get sales in.
Especially a good read for people who want to get acquainted with Miller-Heiman's work or who just think they have not enough time to read all the other books I mentioned.
Book Description
Guy Kawasaki's phenomenal success at Apple Computer and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.
Selling the Dream is a handbook and workbook for putting evangelism into action. Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause (whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving), how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists. One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan.
Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist -- a leader whose words will never fall on deaf ears again.
Customer Reviews:
Recommended for any Entrepreneur.......2007-02-21
This is a great book that helps you learn how to be an "evangelist" for your company. This book is for people with a passion for achieving their dreams and shows you how to use that passion to succeed.
Inspiring !, Great Stuff !.......2005-09-20
Some of us desire to be more than the others. To be the next Steve Jobs, Bill Gates, etc. This books shows you how to clarify your mind and find a motivating path in our lives. It is a "must" in any book collection.
Guy Kawasaki Helped Me Sell My Dream.......2005-05-23
Selling The Dream is for people who really want to learn how to launch an idea. Guy Kawaski taught me the importance of surviving first then success follows.
This book provides some excellent foundational principles for how to develop your concept. We have to remember that Macintosh was like the David versus the Goliath when they decided to launch the Mac. Guy was one of the key people behind evangelizing the Mac computer and this book helps you to understand how they approached the process.
GUY HELPED ME DEVELOP MY EVANGELIST DIFFERENTIATING FACTOR
It was Guy who really showed me through the first five chapters the importance of Evangelisim. I consider Guy the Grandfather of Evangelisim and my spiritual Elder brother. What he releases in the first six chapters is the philosophy of Evangelisim or what some might call the Evangelist Creed. In chapter one he deals with defining what Evangelisim is and by the time you get to chapter six you will learn how to implement evangelisim. This is one of the most powerful 94 pages of reading and it doesn't get any better than this.
BOOKS LIKE THIS NEVER GROW OLD...
I think these types of books never grow out of date. Even though the dream was probably launched almost two decades back you need to read this book as a history lesson of how to approach the process of selling your ideas. The book is a easy read and well laid out.
****FOUR & A HALF STARS AND HERE'S WHY...
The only reason why I'm not giving this book five stars is because of the title. Guy should have named this book "THE SPIRIT OF EVANGELISIM". (lol). I know Guy will like my title so I propose if he decides to update the book to also update the title. But this is a great book for Evangelist of Sales, Evangelist of Marketing and Evangelist of Business.
A Good Book in Need of an Update.......2004-03-04
I recently attended a conference where Mr. Kawasaki was the keynote speaker. He gave an excellent presentation, and because he writes like he speaks this is a very good book.
Unfortunately, what keeps it from being a great book is that it was written in the early 90s. It needs a Second Edition to look at what went wrong in the dot-com era, for instance, and whether more (or less) corporate evangelism could have made a difference. It also needs to analyze the Mac Product Introduction Plan and address what went wrong (or at least acknowledge that the document had some flaws in predicting the outcome of the Apple-IBM war). Some Twenty-First Century examples of how corporate evangelism still works would be helpful, too.
The book has a very light tone. If you're a fan of the Dilbert (anti)management books, you'll appreciate Kawasaki's approach. Occasionally the anti-IBM bias strikes the wrong chord (especially since very few of the jibes are directed at Bill Gates and Microsoft). Apple takes its lumps too, mainly in the area of their corportate structuring.
Coming from 1991's perspective, the examples in the book are showing their age. Should a new edition be published, including the suggestions noted above, expect it to be a four- or five-star book. As it is, it's a nice, relatively-inexpensive read that demonstrates there's still hope for the Davids of the world to overcome their own personal Goliaths.
What Do You Want Out of Life and How to Get It.......2003-04-27
Once you get past the in-your-face call for response style, you're in for an eye-opening read. This is a good how-to book an applying theories of evangelism to further your organization's success or your personal cause. At the end of each chapter, the author offers a sometimes pithy, sometimes sarcastic, self-check which not only facilitates comprehension of the material, but also gives practical insights on how you can implement these concepts into your life immediately.
The book is full of self-references and self-promotion, but this is exactly what the author is advocating: he is his own cause and this book is his instrument of evangelism. The book provides the motivation and basic principles you need to get started to figuring out what "cause" will occupy your life and give your life meaning. Once you figure out what you want to do, this book gives you no-nonsense real-world advice about how you should go about realizing your mission and your vision.
This book challenges you to make deep personal assessments as to what you want your life to look like and to stand for. It challenges you to find your cause and act.
Book Description
PRAISE FOR THE BRAND WHO CRIED "WOLF"
"Powerful brands command. Read this insightful book and allow Scott to share how to make your brand stand out and deliver you buckets of money!"
—Mark Victor Hansen, bestselling author of the
Chicken Soup for the Soul(r) series
"Deming's approach to branding is not about gimmicks. It's about relationships-the real formula for building and sustaining your brand and your business."
—Rieva Lesonsky, Editorial Director, Entrepreneur magazine
"It doesn't matter what you sell. We're all selling service. Deming's book shows businesses of all sizes how to create incredible brand power through innovative service levels. The Brand Who Cried Wolf will not end up on your book shelf; it will stay in your briefcase or on your desk as a daily reference guide. If you want to grow your business, get this book!"
—John Valletta, President, Super 8 Motels
"Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!"
—Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded
"The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— veryone in your organization needs to own."
—Patrick Sweeney, coauthor of the New York Times bestseller Succeed on Your Own Terms; cohost of the nationally syndicated radio show Winning in Business
"Deming delivers an essential message to businesses and delivers in a way you won't forget. You know the fairy tales, just adapt it to your unique brand: you!"
—Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio
"Stories sell, and that's what helps sell the ideas in this brilliant book. If you're in business-any business-you need this book. Get it now!"
—Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code; CEO of The Enlightened Millionaire Institute
Chapter 8: Just Call Me Slick!
People Really Hate to be "Sold"
What We’ve Accomplished So Far
By now you know that branding is not exclusively about business identity in the form of a logo or advertising. You might recognize the Nike brand from its iconic swoosh logo. You might immediately think of McDonald’s when you think of fast food because McDonald’s commercials are ubiquitous, but by this point, you know that icons and awareness do not constitute a brand.
You also know that big businesses are not the only brands. Your business does not have to be the size of GM, Microsoft, AOL Time Warner or Wal-Mart. Your business could be run out of your home with you as the sole employee. You could conduct business from a small office with a single assistant, or in a store with several employees. The size, scope, and location of your business does not change the fact that it’s a brand, nor should any of these factors truly impact your brand if you’re focusing on one-on-one relationships.
Businesses are not the only brands, either. Every individual is a brand, as are organizations from non-profits to political parties to social clubs. For example, the Gates Foundation, the Red Cross, UNICEF, Make-A-Wish Foundation, Boy Scouts, Girl Scouts, Kiwanis Clubs, Rotary Clubs, Republican Party, and Democratic Party — all are brands. The concept of branding I’ve been articulating is personal, which means everyone needs to develop one.
Each category — from individuals to organizations to businesses large and small — brings with it its own brand development challenges. At the same time, however, these challenges are minimized when you understand your brand identity. Throughout this book, I have written about creating unique and memorable experiences for your customers. Chapter 2 defined a brand in terms of establishing relationships with your customers. Chapter 3 distinguished between types of experiences you can generate for your customers, and differentiated a brand experience from ones that are merely transactional or simply meet customer expectations. Chapter 4 highlighted the importance of changing your perspective to adopt your customer’s point of view, rather than emphasize your product or service. Chapter 5 analyzed the results of changing your perspective. Chapter 6 admonished you to avoid overstating your own worth. Finally, Chapter 7 focused on the ripple effects of your actions. Thus, most of the facets of branding I’ve been articulating since the beginning of this book have emphasized how you affect the customer’s perceptions. In other words, I’ve been talking about the customer’s connection to your brand. Now I’m going to talk about how you perceive your own brand, and about your connection to your own brand.
Creating An Authentic Brand Identity: Sincerity Can’t Be Faked!
First, you must take stock of your brand identity. In the Introduction to this book I stated that everyone is a brand. Everyone has a brand identity, but not everyone understands their own brand correctly, or even knows what it is. You cannot develop an authentic, sincere brand without this understanding. And you cannot create brand evangelists — people who trust you and praise your brand every chance they get — without an authentic, sincere brand. You earn someone’s trust through your actions, so you’d better know how to act!
Understanding your brand identity, and developing the trust that turns your customers into evangelists, involves knowing what your own beliefs and values are. The fact is, when you walk in your customer’s shoes, when you change your perspective to deliver the impossible, you’re reflecting a core element of your identity, your values, and your beliefs. When you are sincere about trying to understand your customers’ needs, desires, and what they’d truly love from you, a genuine connection is made that is the foundation of trust between you and your customers.
Compassion and sincerity can’t be faked. Branding is not a matter of putting on a persona that others will like. It’s not playing a role, putting on a mask, or pretending — all that is superficial, a veneer that covers up the “real” you. Moreover, a veneer can be quickly spotted. I don’t think there’s anyone that hasn’t had the experience of being “sold.” It’s uncomfortable precisely because it’s not authentic. The experience simply feels hollow. Think about the slick car salesman who’s “going to do what it takes to get you into this car!” Maybe he’s heavy on the ‘hale fellow well met,’ demeanor, or drenches you with flattery. When the time comes to make an offer on the car, he engages in an overly dramatic show of anxiety. “I’m gonna see my manager right now and see if I can talk him into this one. Between you and me, he’s having a bad day, but I’m really gonna work on him.” Eventually, the long, drawn out ceremonial dance ends with you signing the lease or sale papers, but you walk away knowing the whole experience could have been different, and you dread the prospect of going through it again.
Why do you dread it? What has soured you on going through the process again? In a word: insincerity. Insincerity is the wolf trotting around in sheep’s clothing pretending to be something he’s not. When you experience a wolf in sheep’s clothing, you’re soured on future interactions. It is this sort of insincerity that destroys a brand or prevents an authentic one from being established.
The car salesman example is cliché, just like the sales girl at the clothing store who tells you every single piece of clothing you try on looks so good! Though they’re cliché for a reason, we tend to forget just what that reason is. We instantly recognize the cliché, but not what made it true in the first place.
Customer Reviews:
Not Your Father's Book on Branding ..........2007-06-19
I'll admit that I was a bit skeptical when I first felt that the title of this book didn't sound grammatically correct to me (I'm the guy muttering "It's 15 items or FEWER" to my wife, every time we're near the express lane at the supermarket) - I thought that the right title should have been "The Brand THAT Cried Wolf." But, Deming quickly and convincingly explains that "The Brand" is more than an inanimate corporate symbol ... it's my company, it's my department, it's me ... and, thus, deserving of the "Who" in his title. Deming uses a pleasing blend of children's fables (which, I will admit, were enjoyable to get caught up on and, in some cases, to read for the very first time), business cases, hypothetical situations and personal experiences and anecdotes to put his principles into meaningful perspectives. I continually found myself playing a mental game of "Can You Top This" with Deming every time he gave examples of unique, emotional, memorable business experiences that caused him to become, as he would put it, a "Brand Evangelist." Likewise, I found myself playing the same game (probably with a little more fervor) whenever he gave his examples of such poor service that caused him to become a "Brand Antievangelist."
Coincidentally enough, just 2 days before reading this book, my family and I rented a movie that seems to be a perfect and real-life exemplification of Deming's "You-Are-Your-Brand" hypothesis: "The Pursuit of Happyness." Based upon a true story, it's about Chris Gardner, a down-on-his-luck salesman who can't buy a break, even after he is given the "opportunity" to compete against 19 other unpaid interns at a stock brokerage for 6 months for one permanent position. His successes started only after he began creating unique experiences for his prospects and clients rather than just those typically provided by such brokerages. His first big "splash" took awhile, but the ripples that resulted got him the business he needed to beat the other 19 and earn the job. (I wish that I had read this book first!)
Definitely a good, fast and worthwhile read. And definitely not you father's book on branding. And that, here, is a good thing.
Buy This Book.... NOW!.......2007-05-23
Wow! What a great book. It arrived this afternoon - never intended on finishing it this evening. After reading the first chapter, I was hooked. It's that good! This is the second book on branding I've read this month. The first was "Footnotes" by Kenneth Cole. That book, also excellent, shows the finished product. In "The Brand Who Cried Wolf", Deming shows you how to get there... and stay there. Whether you run a large corporation or a home based business, you will learn a great deal from this fun read. Just like Disney, Deming understand the power of a good story. Each of the ten chapters cleverly starts with a brief fable to illustrate a key point. Deming then follows up with countless up to date examples of how companies succeed, and more importantly, fail to achieve success in branding and customer satisfaction. Deming really hits the nail on the head with his comparison of Costco and Walmart.
This is a very well written book filled with stories to inspire. The type of writing that obviously comes from years of experience and a passion to help others. As Deming mentions in chapter eight, "you can't fake sincerity".
To sum it up - Don't think you need to be a business owner to buy this book. This is a great lesson of customer satisfaction and communication skills for anybody who interacts with others on a daily basis. Deming seems well versed in what it takes to form a successful relationship - both personal and business. I'm just glad he took the time to share some of his insightful stories with the rest of us.
A book for the Ages!.......2007-05-22
What a book! I recently saw Mr. Deming's presentation at a national conference in Dallas. After his presentation, he did a book signing and I bought The Brand Who Cried Wolf. I had it read from cover to cover by the time I got home the following day! This is one of the most inspirational and TRUE books I've ever read. Mr. Deming has not invented anything new here. What I mean is, the processes and ideas are already out there, but the way in which he explains them - with the stories and the humor and the compassion - it's just incredible. I found myself captivated by his style and message during his presentation and the same thing happened reading the book. It's just full of wonderful ideas that you can immediately apply to your personal and professional life. I am buying a copy for every member of our customer service department. Whether you're a professional wanting to improve your organization, or an individual wanting to improve the relationships with those around you, this is the book! I highly, I mean HIGHLY recommend it!
Deming delivers!.......2007-05-19
This book reads more like a fast paced, New York Times best selling story, rather than a business book. Don't get me wrong, this is definitely a business book. In fact, probably one of the best business books I've read in many years. But it doesn't read like one. It's fun, full of incredible ideas and processes, inspirational and incredibly transfomational. When reading this book, I felt like I was having a conversation with the author. That's how he writes. As if he's standing there having a one on one discussion with you. Because of Mr. Deming's ideas and unique processes, I have already changed the way I approach situations and relationships, both personally and professionally.
My favorite chapter is chapter eight. This is where he teaches the reader how to truly understand their own brand. No faking, no veneer as he puts it. No pushing hot buttons to make a sale. Just understanding who you are and then creating sincere and unique interactions with those around you. This in turn will get people to trust you forever and become your evangelists. I also love his take on the ripple effect. As he writes "Your actions generate far reaching ripples." He tells about the real effects of our actions, both positive and negative, then he gets into a true story about Sears that is both eye opening and absolutely hilarious!
This book is going in every office in our organization. It's a fast read and one you'll want to read over and over again. I highly recommend this book to anyone with the sincere desire to improve their personal and professional image. Or as Mr. Deming puts it- your Brand.
Deming's book is a blue print for creating customers for life!.......2007-05-17
Deming's message is a must read for anyone who has competition. How do we make our competition irrelevant? How do we create customers for life? The Brand Who Cried "Wolf" delivers a proven and effective approach to develop lifelong customer relationships. If you want to create a leadership position in this experience economy -you must read and re-read this book and then act on the wisdom Deming skillfully presents!
Chandler
Book Description
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published.
For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
Download Description
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Customer Reviews:
Wake me up when you're done writing.......2007-07-07
The sound you hear as you read this review is me snoring as I once again attempt to read this book.
I find it to be a snoozoid...but there is some context that would be valuable.
If your sales position is working with a handful of key accounts you should buy this book. Assuming you can read through it and not fall asleep it will likely be of value to you.
This book covers the key account management from all points of view.......2005-08-22
This book covers the key account management from all points of view. It is very useful for every key account manager because in the various chapters it handles every important issue that can be a part of key account management.
cost of book.......2003-10-13
i like this book and i want to buy it please tell me process.
Thorough introduction to account management........2002-12-12
As a manager in a large international consulting firm, I've been exposed to a number of different issues in a key account management. This is one of the most thorough reviews of the subject I've come across.
The book spends about 30 pages covering the introduction to what Key Account Management is, and more importantly what it is not. It provides a balanced view to the benefits to both the customer and supplier firm, as well as instances where key account management may not be appropriate.
The bulk of the book (Part 2 and 3) covers key account analysis and planning. It devotes two entire chapters to key account analysis and supplier firm analysis/competitor analysis. These are perhaps the most valuable chapters in the book. Chapter 7 covers formulating and capturing the key account strategy -- from the vision and mission statements through action plans and resource committments. Part 2 also provides significant coverage of the various organizational issues around organizing for key account management.
Part 4 covers critical issues in key account management, including issues in partnering with your key accounts and a whirlwind treatment of issues related to global account management.
The content of the book (though dry) is good for a survey of the issues. A number of examples are provided to illustrate points, though some of these examples are fairly weak and could have easily been omitted. The exercises and appendices provided take up nearly 70 pages. The exercises are extremely helpful at boiling down analysis, planning and information requirements for improving key account plans. The appendices provide exposition and further examples to back up the content.
Overall, I would recommend this book for anyone who is new to account management and looking for a very even-handed overview of the structure, processes and critical issues for account management. It was exactly what I expected. I would not recommend this book for someone who is looking for an introduction to a sales organization or for tecniques on selling as that's not where the book is focused.
Very thorough.......2002-03-12
Working in KAM and writing my thesis on Benchmarking KAM/KAS, I find this book to be one of the two cornerstones for me. It is well-developed and unlike many of the other books on the market, it leaves you with the impression that the process is difficult, but possible with proper planning. I have read many other books on the subject, that tell amusing anecdotes, make it look simple, and give little structure for proceeding. They are actually long sales brochures for the consultants that wrote the books. Capon's book covers how to manage the process of selecting, approaching, and acquiring key accounts, and more importantly, how to align this process with the strategy of the firm. Very useful.
Amazon.com
Jeff Cox has done it again. The coauthor of Zapp! and The Goal--bestselling business books that employ engaging fictional tales to advance a slew of practical suggestions--now teams with marketing specialist Howard Stevens to do for sales what his previous efforts did for motivation and productivity. In Selling the Wheel, he crafts a witty story around solid sales fundamentals that Stevens has gleaned from a quarter-century of research and analysis. Its hero is a fledgling old-time entrepreneur named Max who invents the wheel but can't get anybody to buy one. With marketing assistance from his wife ("In the olden days," Cox explains, "women almost always did the marketing"), and guidance from a cave-dwelling wise man, Max ultimately succeeds with help from four distinctly different types of salespeople, dubbed Closer, Wizard, Builder, and Captain. While this may sound silly when taken out of context, the story is entertaining and, more important, filled with sound tips that could help sales professionals and their managers deal with varying evolutionary phases of any product or service. Among its many nuggets: "Silence has been used for centuries as a closing technique. The game is simple. After asking a closing question, say nothing--because the person who speaks next loses." --Howard Rothman
Book Description
Jeff Cox displayed his remarkable gift for translating complex theories into entertaining stories as the coauthor of Zapp! and The Goal. Now, in collaboration with sales and marketing guru Howard Stevens, CEO of the H. R. Chally Group, he tells a story in the style of an ancient parable to reveal vital lessons gleaned from decades of research on salespeople and customers -- lessons that will help you identify the right way to sell successfully.
Selling the Wheel recounts the story of Max, the resourceful fellow who invented the Wheel and found himself faced with the challenge of convincing people to accept his breakthrough innovation. In so doing, it demonstrates four essential selling styles, each requiring a distinctly different type of salesperson and selling approach. As Chally's research clearly shows, no company can be all things to all customers: sales tactics and strategies must change as technologies and markets mature to reflect new values demanded by customers. Written with humor and filled with practical insights, Selling the Wheel will be treasured by managers, salespeople, and entrepreneurs everywhere.
Download Description
The coauthor of the bestselling business novels "Zapp!" and "The Goal" uses an entertaining parable of inventing and selling the wheel to convey key insights about sales and marketing--based on pioneering research by marketing guru Howard Stevens.
Customer Reviews:
Review 1.......2007-05-23
This is an excellent sale training book told in a format that made it extremely interesting. The "story" format allowed the reader to entertained and learn at the same time.
Awesome book for those selling breakthrough products.......2007-03-08
I have bought over 10 copies of this book and frequently give it away to entrepreneurs that are tasked with trying "Sell their Wheel".
Similar to, but much more impactful than Crossing the Chasm because of Jeff Cox's brilliant story-telling approach that I was first exposed to in the Goal, which he co-authored with E. Goldratt.
Top recommended book for entreprenuers hiring sales people.......2006-02-18
Hiring your first sales rep is often difficult for entrepreneurs, yet hiring the wrong first sales rep can doom the company before it really gets any momentum. This book gives an excellent analysis of 4 types of sales reps, how to recognize them and when they are appropriate to the organization. I highly recommend this book to my entreprenuer clients.
Very Insightful!.......2006-02-14
This book is an easy read and packed with lot of wisdom. The author explains the selling process through a story of selling wheels when it was invented in the ancient time. Using the wheel-selling story, the author discusses how different types of sales people fits at different stages of product selling life cycle, what makes a product a world-class product etc. This book is worth reading.
Valuable Sales Info. in Story Form.......2006-01-18
Selling the Wheel
I am not a sales professional, but I thought Selling the Wheel was a good introduction. It provides EXTREMELY valuable information on sales and marketing.
Sales people are broken into four categories:
1. closers
2. wizards
3. builders (i. e., relationship builder)
4. captain & crew
This roughly corresponds to (my examples)
1. luxury car salesman
2. drug rep
3. insurance salesman
4. electronics superstore sales manager and sales crew
My friends who sell thought the categories were interesting. Information about customers, markets, etc., are also organized in this way.
I gave it 4 stars because the story was too long. Also, I really did not see where they were going until about half-way through the book. More of an overview in the introduction would be an improvement. Instead, the authors try to surprise you with the information as the story unfolds. Then you are surprised with a very good overview at the end of the book. There is no table of contents.
Overall, I appreciated it. I can't recommend a better introduction. If you are in a hurry, just read the overview.
Book Description
THE STRATEGIC GUIDE TO SELLING YOUR SOFTWARE COMPANY: ESSENTIAL ADVICE FROM A VETERAN DEAL WARRIOR is an indispensable reference for anyone who is considering the sale, merger and/or acquisition of a software company. Venture capitalists, investment bankers, attorneys, and CPAs will also find this book helpful in preparing for software acquisitions and mergers. William H. Venema is an experienced deal attorney with scores of merger and acquisition transactions to his credit involving the purchase and sale of all types of businesses. Through this book, Bill Venema offers a fresh perspective and examines all aspects of selling a software company from deciding to sell to closing the deal. In addition, the book includes many useful forms and essential merger and acquisition checklists as it presents a systematic approach to the process.
Customer Reviews:
Very helpful - buy this book before you start the transaction!.......2006-09-02
I found this book very helpful particularly Chapter 6: "Developing the Plan" and Chapter 7: "Conducting the Operation". As a director and investor (but not a lawyer), the information on the key purchase agreement terms was quite valuable in formulating a negotiation strategy. A good reference book!
Crisp, well-focused review of the subject.......2006-06-22
Venema has employed a very clever vehicle to organize and explain the complicated process of selling a software company - or in a more general sense, selling any kind of company. I have just completed the sale of a B-to-B media company, and I found his book invaluable to my layman's understanding of the process.
As a former Army officer and attorney, Mr. Venema chose to organize his presentation of the sales process around the Army planning and operations models: "There's a lot to be said for the time-tested procedures that the Army uses to make decisions, develop plans, manage operations, and lead soldiers. I've found that these procedures work very well in analyzing the process of selling a business and efficiently managing the execution of that process." And I wholeheartedly agree.
Venema clearly and concisely explains the process, the pitfalls, and the outcomes while keeping his eye on the ultimate objective: to achieve a profitable deal while covering all the bases. He does not fall into the trap of excessive legalize and doubletalk as so often happens in guides like this. He helps you organize your thought process.
If you're even considering selling your software company, or any other kind of company for that matter, you will find this book to be extremely helpful to the process. The successful outcome is predicated on your preparations before you actually get an offer, or seek a buyer, and then get the attorneys and investment bankers involved. This book will get you off to a very good start.
Book Description
Hanlon reveals seven definable assets, known as the primal code, that together construct the belief system that lies behind every successful brand. He shows how to use and combine them to create a community of believers in which the consumer develops a powerful emotional attachment to the brand.
Download Description
What is the magic glue that adheres consumers to Google, Mini Cooper, and Oprah, but not to others? Why do many brands with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising fail to get the same visceral traction in the marketplace that brands like Apple, Starbucks, or Nike have? After years of working with famous brands like Absolut, Ford Motor Company, LEGO, Disney, Montblanc, Sara Lee, and others, Patrick Hanlon, senior advertising executive and founder of Thinktopia, decided to find the answers. His search revealed seven definable assets that together construct the belief system that lies behind every successful brand, whether it's a product, service, city, personality, social cause, or movement.
Customer Reviews:
The Why and the How of Branding.......2007-08-13
Primal Branding goes much deeper than most books on branding. It is not just about logos and tag lines but about the seven crucial components which must be present to creating a brand that connects.
The seven attributes are the creation story, the creed, icons, rituals, sacred words, pagans (the opposite or those opposed to the brand) and leaders. Primal branding is not about "building a church, but creating a religion."
"Primal Branding has broken down the elements that help people feel better about a brand." All marketers are searching for ways to stand out from the crowd, to get attention, to connect. Hanlon has given us the blueprint to do just that. But as he says, "If all we needed were a recipe, everyone would be a great chef." He gives us the blueprint, but there is still the need to create the story, to make sure it resonates with everyone, the employees, the vendors and the customers. Branding is still part science, part art and a good deal of luck.
The book is well written, easy to read and filled with many examples of very successful brands - from coca-cola to lego to U2. Hanlon goes behind the scenes to uncover what made the brands successful. He gives great insight into the things we must do to make our own brands successful.
While we have the essential steps to brand our products or services, we still need to bring the emotional connection into the process. That of course is where the art and luck comes in.
If you are responsible for marketing your services, you really need to read this book.
Success For The Business Owner.......2007-05-07
The "buzz" word out of everyones mouth in marketing today is BRANDING yet when I asked people what they meant by that, I could never get an answer that made any sense until I was told about this "WONDERFUL" book.
This very easy read explains EVERYTHING you need to make your business boom! "Many Thanks" to Patrick Hanlon, I am now in the process of "branding" my business with a new understanding and outlook of myself and my work-!!
Definitely worth the time to read.......2007-03-25
Branding isn't that easy, so I feel that anyone trying to boil it down to seven ways to nirvana is a bit simplistic. But Hanlon's seven elements of primal branding make a ton a sense. The emphasis on the creation story is a helpful reminder that brands derive strength from people knowing where they come from and why they exist. While I think it could have made these points in fewer pages, I would definitely recommend this book
Not the first book to read on branding.......2007-02-23
I felt the book was too far off the track on the "how to" portion of branding.
Delivers more than promised.......2006-08-29
This is one of those rare business books that delivers far beyond a restatement of old theory or advocating a personal belief. This book takes a subject that can seem cerebral or intangible and puts it into a language and coherent model that anyone can understand and implement. It is one of those books that both has you nodding "yes, yes, yes" as it makes absolute sense and saying "yes!" I can follow this and change my business. In fact, it is so clear, I think it can be used outside business just as effectively as well. I recommend it to everyone I talk to (except my competitors!).
Average customer rating:
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Growth Partnering: How to Build Your Company's Profits by Building Customer Profits
Mack Hanan
Manufacturer: Amacom Books
ProductGroup: Book
Binding: Hardcover
 Strategy & Competition
| Management & Leadership
| Business & Investing
| Subjects
| Books
General
| Business & Investing
| Subjects
| Books
Customer Service
| Industries & Professions
| Business & Investing
| Subjects
| Books
Management
| Sales & Selling
| Marketing & Sales
| Business & Investing
| Subjects
| Books
ASIN: 0814450601 |
Book Description
"I was my company's Top Sales Performer for 2003! You're a genius!" --Linda Jamison--National Account Manager--Time Warner Book Group
"The PRECISE Selling Formula taught in Twenty Days to the Top has been worth a million. Literally! We just closed on our first $1 million account. This doesn't happen without PRECISE Selling." --Joe Dager--CEO--Velvet Ice Cream
"The seven PRECISE Actions taught in Twenty Days to the Top have been instrumental in creating a culture of top performers." --John Moran--Senior VP of Sales--Welch Allyn, Inc
Twenty Days to the Top reveals the high-speed PRECISE Selling
TM Formula to become your company's top sales performer in 20 days or less. This easy to learn sales methodology is combined with humorous and entertaining anecdotes that will teach you how to:
Quickly lead your company in sales
Use an 8-cent tool to become famous in your industry
Make your customers, colleagues, and CEO want to be just like you
Be stupid to make stupid big money
Perform seven commission-building PRECISE actions on every call
Use the CLEAR Questioning technique to crack open your customer's heart and soul
And much more!
You are about to become a precision-guided sales weapon. Let your 20 days begin now!
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- Jim Cramer's Mad Money: Watch TV, Get Rich
- Jim Cramer's Real Money: Sane Investing in an Insane World
- Land Of The Giants Cl
- Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
- Managing a Consumer Lending Business
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