2 of 2 people found the following review helpful:
5.0 out of 5 stars
What an idea stimulator!, November 9, 2001
This review is from: Full Price: Competing on Value in the New Economy (Hardcover)
Let's start with a premise: we'd all like to get full price for our goods and services. No one really wants to be on the losing end of a discount war. . . . and in that struggle, everybody loses. Full price sounds like a good idea. But, is it realistic? I began Winninger's latest book with a bit of skepticism.
Full Price begins with an emphasis on maximizing value perception. When I saw that phrase in the table of contents, I wondered what this book might say that hasn't already been said by countless authors beating the same drum. Aha! The difference is in the countless examples that illustrate every one of the author's points. Winninger walks his talk-the value of his book is certainly maximized by the real-life examples. I can't tell you how many ideas I gleaned from those examples-page after page of examples and best practices.
Winninger, founder of Winninger Institute for Market Strategy in Minneapolis, knows his stuff. He's a professional speaker and consultant who's worked with over a thousand companies in many fields. This is definitely a case of "been there, done that." You'll discover that value as you move through his 15 chapters. I chuckled when I noticed what the author did with the quotes at the start of each chapter. After quoting others for the first two chapters, he quoted himself for the rest! He must have enjoyed writing this book.
The book is organized very well. Chapter titles include Selling the Program, Vertical Integration, Segmenting Your Services to Targeted Customers, Owning the Customer's Buying Cycle, and Promoting Differences. This easy-to-read book gets more exciting as it continues, with chapters on Substantiating Value, Not Price; Living the Brand; Exploiting Technology; and Forging the Indestructible System. And every chapter is stuffed with best practice examples. Can you tell I was impressed with the way these examples brought the author's points to life?
The whole premise of the book is achieving Maximum Value Perception: seeking and fulfilling the highest need of your premium customer. Think about those words. Each is explained in the book, but let me share the questions that flow from the author's discussion: 1. Who is my premium customer? 2. What is my premium customer's highest need? 3. How do I determine my Maximum Value Perception? 4. How do I achieve Maximum Value Perception and receive full price? These questions are answered as the reader is stimulated, then we're off and running!
Fast read, summaries at the end of each chapter, validating footnotes, and a good index. This is a book you'll read eagerly, salivating at the thought of how you'll apply your learnings to overcome your competition. And this is a book you'll return to from time to time to stimulate more great ideas to differentiate yourself from the competition.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
This book is worth MORE than FULL PRICE!, August 13, 2001
This review is from: Full Price: Competing on Value in the New Economy (Hardcover)
Through the many case studies in this book, Thom Winninger shows us how we can create value for our customers and clients. The bottom line is that he teaches us how to get our customers/clients to focus on what we can deliver rather than what we charge. I found this book easy to read, easy to understand and entertaining. The case studies (short and to the point) create examples that apply to just about every type of business.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
Leading The Way!, July 2, 2001
This review is from: Full Price: Competing on Value in the New Economy (Hardcover)
Full Price is a must read for any leader, entrepreneur, or sales manager, and sales professional. It is the definitive guide for crafting your position in the mind, heart, and soul of your customers. Thom shares the wisdom, insights, strategies, and ideas that have made others a household name. Taken seriously, it can dramatically improve your profit margins immediately. Why compete on price when you can create value? Your customers will smile when they write you a check or agree to your proposal.
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