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Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy Hardcover – April 15, 2011
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"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!
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Forbes magazine listed it in 2015 as one of the top six books in sales and marketing.
It's one of the few books that's equally helpful for business-to-business and for business-to-consumer companies. It's equally helpful for relatively simple sales and also for highly complex ones. It's useful for small businesses as well as very big ones.
As other people have noted, it provides detailed, step-by-step how-to information. The chapter on how to interview customers and prospects is in itself worth the price of the book. The advice is worth gold. If only more businesses would follow it.
The book is aimed mainly at owners, CEOs and senior executives in small to large businesses. (Other books are probably better for startups, though the advice in this book can apply equally to them.) The book provides a comprehensive plan for how to re-invigorate the revenue-generation process. For this reason, it would be hard for a sales or marketing leader to try to follow this process without getting senior company leadership on board.
I'm a sales and marketing consultant who makes my living at this. I own at least 80 books on sales and marketing. (I know. Dull guy.) I've been doing this for decades. And I've read no more helpful, useful, practical, or original book than Kristin's.
The thing I like best about the book is this: After I first read it, I contacted her. I've gotten to know her a little. And that's been even more rewarding than reading the book.
The Roadmap to Revenue method consists of the following three phases;
Discover ~ Interview current customers (or prospects) on the telephone to find out what they want to buy and how they want to buy it. Record and organize the information that is collected in these interviews and present the information to the leaders of your business.
Debate ~ Analyze, discuss and prioritize what the customers have told you. Identify the issues most important to the customers.
Deploy ~ Map out the customer's buying process so you can support it at every step. Develop an action plan. Your goal is to fix what is broken, and improve what needs improving. Develop strategies that will better support your customers' buying process.
The author provides detailed information to support a business that wants to make the shift from company-based to customer-based. This book provides everything you need to know to start the process. The author emphasizes that this is an on-going process that will lead to significant increases in your sales. This is not a quick or easy fix, but it will lead to long-term rewards.
I do not have a formal education in business or any of the business-related fields. This was a challenging read for me, but the book is organized in a way that a layman can understand and benefit from it. I found this book to be a very content-rich offering that really goes deep into the "meat" of business management. The author offers free pdf downloads on her blog that will support the information in this book.
I highly recommend this book to anyone who is serious about taking their business to the next level. The information is this book can be applied to all types of organizations that focus on selling a product or service.
At several points in the book, Kristin makes very specific and unconditional statements about your customers' buying process, what will happen in the interviews (for example, exactly how many interviews it will take before trends emerge), how your salespeople will react when you hold a "brainstorming and planning meeting" based on the customer interview results, what will happen when your IT people say that certain changes cannot be implemented, etc. You might think that she is being simplistic and "every business situation is different," but based on my experience with this process, she's right on the money. I think she has done this so many times, with so many different companies, products, and customer types, and found these things to be so consistently true that she doesn't want to waste anyone's time with "softer" advice.
Of course this is not a magic elixir -- the hard part is figuring out exactly how you are going to address the weak points in your product/service and processes that customers have told you about in the interviews, and then actually implement the changes you need to make. While, if you make what she calls "The Shift," you probably will see a significant increase in revenue, this is not a one-time event but an ongoing process. But this is the real deal, applicable to just about any business with customers -- it is definitely NOT "yet another marketing strategy book" to read and then place on the bookshelf, or at the back of the e-reader. If, like me, you're running a business and you have so much to do that you must ruthlessly prioritize your time and attention, you would do well to force this book to the top of your list, read it of course, but then ACT on it.
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