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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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- 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
Here's to your higher revenue!
Top Customer Reviews
I wish every product manager, sales manager and marketing director I work with had a copy of this book!
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.Read more ›
Packed full of tips, best practices, and real world examples, Roadmap to Revenue will challenge and encourage you.
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.Read more ›
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.
Most Recent Customer Reviews
Excellent book by a knowledgeable author. Plenty of real anecdotes from her experience. This book is targeted towards executive management, but is a good read for anyone involved... Read morePublished 5 months ago by Amazon Customer
I'll be brutally frank - I had this book on my shelf for a long time before picking it up and reading it. Read morePublished on May 7, 2013 by David Newman
Kristin Zhivago has put together a compelling argument for ensuring your business is customer-focused and how this correlates to revenue growth for businesses of any size. Read morePublished on April 25, 2013 by John P.W. Brown VI
"Roadmap to Revenue, How to Sell the way your customers want to buy"
I have worked in the video production for some years, I have been in the Movie Amistad with Steven... Read more
I'm reading Kristin Zhivago's excellent Roadmap to Revenue. Simple ideas, easy to read, but so very important! Read morePublished on October 12, 2012 by Steve Johnson
I have never seen a marketing book that actually addresses real revenue problems.
Most just pitch their solution with no regard to your customers or their buying process. Read more
This book is a must read for any small business owner. Kristin outlines a fresh view of how customers buy and then presents actionable steps for approaching sales. Read morePublished on July 2, 2012 by Diane H. Helbig
I have many books on marketing, sales, service, customer experience, CRM. And this is one of the most useful, most practical books that I have read. Read morePublished on June 14, 2012 by Maz Iqbal
First off, I appreciate the thoughtful approach to describing typical challenges with the online selling process and the step-by-step methodology Kristin describes to overcome... Read morePublished on April 20, 2012 by Kevin