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Relevant Selling: Research Proves Customers Value More Than Just Price Hardcover – April 1, 2012
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In a world where most and I mean MOST selling is irrelevant selling, Jaynie Smith s Relevant Selling can mean the difference to you between profit and loss. My head is spinning with the wisdom in her book. --Jay Conrad Levinson, Father of Guerrilla Marketing and author of Guerrilla Marketing series of books; Over 21 million sold and now in 63 languages<br \><br \>In this highly readable book, Jaynie Smith makes a compelling case for why you re almost certainly mistaken if you think that your company s sales and marketing pitches are relevant to customers. --Jim McElgunn, Senior Editor, PROFIT Magazine<br \><br \>Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear. --Richard A. D Aveni, The Bakala Professor of Strategy, Tuck School of Business at Dartmouth College, and author of Strategic Capitalism, Beating the Commodity Trap, and Hypercompetition
In this highly readable book, Jaynie Smith makes a compelling case for why you re almost certainly mistaken if you think that your company s sales and marketing pitches are relevant to customers. --Jim McElgunn, Senior Editor, PROFIT Magazine
Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear. --Richard A. D Aveni, The Bakala Professor of Strategy, Tuck School of Business at Dartmouth College, and author of Strategic Capitalism, Beating the Commodity Trap, and Hypercompetition
About the Author
Jaynie L. Smith is the best-selling author of Creating Competitive Advantage and CEO of Smart Advantage, Inc. She has been an international speaker and consultant for over 20 years.
She works with Fortune 500 companies and has spent over 40,000 hours coaching CEOs and csuite executives from midsized companies to multinational organizations.
Craig Mowrey, Senior Partner of Smart Advantage, is the in-house research expert. He has designed and analyzed more than 150 studies and presents the relevance of these findings nationally and internationally. He has been a subject matter expert in multiple fields for over 35 years.
Mark Steisel is a writer, editor, and consultant who has worked on bestselling books with authors including Donald Trump, Jay Conrad Levinson, and Rick Frishman.
Top customer reviews
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I have actually sent this to a very good friend of mine who works for one of the largest B2B distribution companies in the U.S. - hopefully he has enough influence to convince his company to 'strongly' consider using her services - but he needs to read her book first.
You can do this on your own, but I would leverage Jaynie's experience and knowledge. She touts a minimum of a 10% ROI - so plug-in the numbers to see what this might mean for your revenue model(s).
It dovetails with strategic planning in the following ways:
1. It shows you how to identify the most cost effective message to drive customer's desires to do business with your company.
2. Helps you to determine the most cost effective delivery system for your message.
3. Describes how important it is to create a company culture to insure that your team's behavior constantly reinforces your company's message.
4. Sensitizes you to the fact that you need to know when to modify your message due to changing technological and market realities.
Relevant Selling is simply a must read book for anyone who wants to maximize results!
I recomend this book to anyone from marketing clerks to business executives.
KD Management Services, LLC
Larry Venable, [...]
Relevant Selling" follows up with the "who and how" of making competitive advantages real. Jaynie shares practical tactics for working with customers to zero in on what really matters ( ie truly "relevant") . She also offers some very useful advice for getting not only the sales and marketing teams behind what really matters, but aligning the rest of the company as well in creating superior value that wins business. These two books should be required reading for everyone in your company. I give every new Vistage CEO member in my groups a copy of these books.
Group Chairman, Vistage International