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Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy Hardcover


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Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy + Rivers of Revenue: What to Do When the Money Stops Flowing
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Product Details

  • Hardcover: 286 pages
  • Publisher: Bristol & Shipley Press; 1st edition (April 15, 2011)
  • Language: English
  • ISBN-10: 0974917923
  • ISBN-13: 978-0974917924
  • Product Dimensions: 9 x 6 x 1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (30 customer reviews)
  • Amazon Best Sellers Rank: #461,426 in Books (See Top 100 in Books)

Editorial Reviews

Review

"What's enchanting? A book that tells you exactly how to grow your revenue."
- Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions

"Every now and then a business book rises from the chaos and says 'Must Read.' This is that book."
- Craig Stull, Founder and CEO, Pragmatic Marketing Inc.

"[A] recipe for business success that every investor is looking for." 
- Martin Zwilling, Forbes

"Roadmap to Revenue is one of those books that will help you build your marketing strategy and system around creating a customer experience that just resonates so that your customers choose you." 
- Ivana Taylor, DIY Marketing

" It is one book that should be a top reading priority for CEOs and entrepreneurs..." 
- Norm Goldman, Bookpleasures.com

From the Author

Your customers have a buying process. You have a marketing and selling process. Chances are, these processes are not the same, and you're losing sales you should be making. In my new book, I teach you how to turn the tide, using resources you already have, and methods tested and perfected in the real world.

Here's to your higher revenue!

Kristin Zhivago

More About the Author

Kristin Zhivago is a "revenue coach" whose clients range from thriving young start-ups to those in the Fortune 500, including Dow Jones, IBM, and Johnson & Johnson, and the fastest-growing companies, including Bazaarvoice and Eloqua.

Zhivago has become one of the world's leading experts on the customer's buying process. She speaks and teaches frequently for companies and organizations. She is the author of the blog RevenueJournal.com.

Zhivago has perfected a works-every-time research method to uncover the barriers to the sale - and to identify what is working and what is broken. She then uses her findings to guide managers in creating customer-centric companies, websites, products, and services.

The methods she has perfected are revealed in her new book, Roadmap to Revenue: How to Sell the Way Your Customer Wants to Buy.

After selling and marketing software and other technology products for 12 years, Zhivago founded Zhivago Management Partners, Inc., in Silicon Valley, in 1979. The company moved to Jamestown, RI in 1996. Zhivago worked exclusively in the high-tech industry until the Web emerged as a platform for commerce in 1994. She then started also applying her revenue growth methods to companies in the travel, health, publishing, food, and consumer goods industries. She spent a number of years as a "rent-a-VP," performing marketing and sales department turnarounds for CEOs, and then settled on her current role as Revenue Coach. She is passionate about helping CEOs, entrepreneurs and managers increase their revenue, using logical and straightforward methods.

Customer Reviews

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This book is a must read for any small business owner.
Diane H. Helbig
Packed full of tips, best practices, and real world examples, Roadmap to Revenue will challenge and encourage you.
Caleb
Develop strategies that will better support your customers' buying process.
Janette Fuller

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Caleb on September 8, 2011
Format: Hardcover
Zhivago presents a process and perspective that are both client centric yet still driven towards the bottom line. Rather than argue about what we think our clients want and how they want it, Kristin challenges you to talk to your clients directly to find out, and she gives you the frame work to do so respectfully and successfully.

Packed full of tips, best practices, and real world examples, Roadmap to Revenue will challenge and encourage you.
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2 of 2 people found the following review helpful By Keith Bates on July 25, 2011
Format: Hardcover
For me, Kristin's latest book was better than a James Patterson thriller. I couldn't put it down. Seven hours later I had totally scribbled over my copy of the book and now plan to completely remake an aggressive new business plan I was hoping to launch momentarily.

The key premise in this book is the important "Shift" away from the traditional self-serving, company-centered approach and to a customer-centric strategy. This moves the focus of your efforts from "how you'd like to sell" on to the customer's choice of "how they'd like to buy." The concept of "put yourself in the other guy's shoes" has been around for a long time, but it's never been explained in such an easy-to-grasp way - and so easy to put to to work.

For most companies the idea of such a dramatic shift in behavior is a little intimidating, which is why this book puts so much effort into the development of an easily managed process called the Roadmap. The Roadmap is offered in three pieces. Number one is based on the process required for discovering exactly what your prospect wants to buy, using proven interviewing techniques. Number two resolves the differences between what they want to buy and what you are hopeful of selling. And number three consists of the steps needed for the process of documenting your prospect's buying procedures so that you are available to help at every step of the way - and get the rest of your company to do the right thing.

One major secret...don't try to interview customers in person. They'll tell you more on the phone, if you do it right. Kristin walks you through that process in great detail.

I once wrote a piece with the headline, "Nobody Buys Software From A Stranger." That's still true. In fact, nobody buys anything from a stranger.
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2 of 2 people found the following review helpful By Thomas Baker on July 6, 2011
Format: Hardcover Verified Purchase
This is a terrific primer for anyone who's trying to manage a product or business unit in almost any industry. "Roadmap" starts with a long chapter on how to organize and conduct intense, productive conversations with your customers, and goes on to explain in detail how to translate that customer input into key decisions about your sales process, customer service, marketing budgets and priorities, and even website design. Particularly helpful is the book's classification of products into four categories of buyer scrutiny (light, medium, heavy, intense); each category gets a detailed outline of how to improve and prioritize your marketing and sales efforts, and even recommended marketing budget allocations for each type of product.

I wish every product manager, sales manager and marketing director I work with had a copy of this book!
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2 of 2 people found the following review helpful By Reg Nordman on June 1, 2011
Format: Hardcover
This is likely to be a trailblazing book for 2011. In our work on Content Marketing we are always looking for good reference texts to get across that you need to have content relevant from the customers point of view . In our pricing work, we stress having companies ask customers what is the value of their products. This book helps on both these fronts plus it is written from a sales point of view. That is important because sales packs more clout in most companies still. Zhivago has made very pertinent analyses of four types of purchasing scrutiny (from light through to intense scrutiny). She has laid out the most complete and succinct description we have seen of customer interview techniques yet. This is a must buy, must read book for sales and marketing types. There is not a wasted page in the whole book.
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2 of 2 people found the following review helpful By Bob Leonard on May 17, 2011
Format: Hardcover Verified Purchase
Full disclosure - I'm a big Kristin Zhivago fan. I first read her 'Rivers of Revenue' about five years ago, and it became a cornerstone of my B2B mar comm business. I've since bought several copies for clients and colleagues. So I downloaded the Kindle version of 'Roadmap to Revenue' as soon as it became available. Her methodology makes it possible to reverse-engineer successful sales, so new sales can be manufactured in quantity. In this book, she lays out her methodology and processes garnered from years in the field working with corporate clients, and their customers and prospects. I lost no time in incorporating it into the research phase of all my consulting gigs.

Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy contains Kristin's insights, transformed into a step-by-step guide to making more money by selling people what they need... instead of what you want to sell. Many business owners I speak with are interested in social media as a market research tool. I believe, and Kristin concurs in the book, that social media can be an effective research tool for low cost consumer products and services. But for B2B, especially complex, high ticket, long buy cycle products and services, social media is not the most efficient way to uncover the real reasons people make a buy decision.

Kristin also discusses the various research methodologies used by corporations and consultants. She makes a convincing argument that face to face one-on-one interviews and focus groups are significantly less valuable (and less cost effective) than one-on-one phone interviews. She's done hundreds of these interviews, so when she writes that the quality of the information is better over the phone, because the people are more relaxed alone in their own environment, it rings true.
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