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The New Experts: Win Today's Newly Empowered Customers at Their 4 Decisive Moments Hardcover – September 1, 2010
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In this book, Bob Bloom reminds us that marketing has changed forever and takes us on the journey of understanding how today's buyers make their decisions. The solution? Turn off your Seller Mind and turn on your Buyer Mind. It's simple but surprisingly difficult.
The 4 Decisive Moments you must address are:
1. Now-or Never Moment (your first fleeting contact, usually via the web)
2. Make-or Break Moment (does your customer buy, or not?)
3. Keep-or Lose Moment (does your customer buy again and again?)
4. Multiplier Moment (does you customer endorse and refer you?)
As marketing manager of a web strategy firm, I was most enamoured with the NOW OR NEVER MOMENT:
These 3 quotes by Bob Bloom really resonated with me:
"There is no better business investment than a well designed, well functioning, customer centric website - it can make your business 1st choice at the first point of contact." (page 77)
"Most home pages do not clearly define the single most important benefit the seller is offering, so the buyers finger instantly clicks the seller into oblivion." (page 74)
"You and your entire organisation must learn how to win today's Internet-informed buyer, who routinely gets smart online before buying from from a supplier or a store offline." (page 82)
Like in his previous book Inside Advantage, it feels like Bob is consulting directly to you as the reader and sharing his four decades of experience in an independent, unbiased way.
A must read for marketers, advertisers, entrepreneurs and sales professionals!
I think the thought that came back to me the most while reading this book, is that there are very few organizations that are truly engaged with the buyers, they still have that sellers mentality and as technology and our world contiunes to evolve, that sellers mentality will not be successful.
Thank you Mr. Bloom for sharing your insight in this book.
Buyers no longer have to settle for what a seller tells them, because they have access to dozens of seller sites via Internet search engines, and they can compare every aspect of the choices they are offered. To succeed in business under the new rules, a seller of goods or services has to learn to think like a buyer at what the author calls the 4 Decisive Customer Moments. These are really four different stages of engagement with customers: the first point of contact, the transaction period, the actual use of the goods or services, and conversion of the customer into a repeat customer and referrer.
The author's diagnosis of the serious challenge that the Internet poses for all types of sellers is in my opinion correct. I was initially sceptical about whether the book was going to offer anything more than a description of the problem, but as I read on I found the author's advice increasingly persuasive. The book is concise and compelling, and I strongly recommend it to anyone who is involved in the management of a business.
Most Recent Customer Reviews
I enjoyed both the ideas and writing
The author did a good job with it
Everything Mr Bloom says in his book is true. Ho Hum. Nothing in this book is new, inspiring or exciting. Read morePublished on November 30, 2010 by Romance Reader
Mr. Bloom teaches us that advertising and marketing begins with the customer, thinking like the customer, and delivering a great customer centric experience, especially at four... Read morePublished on November 27, 2010 by GREG SLAMOWITZ
What sold something once may not sell it now. "The New Experts: Win Today's Newly Empowered Customers at Their 4 Decisive Moments" delves into today's customer culture where now,... Read morePublished on October 8, 2010 by Midwest Book Review