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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!
Author interviews, book reviews, editors picks, and more. Read it now
Top customer reviews
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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.
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. I like the phone interview because it saves time and money on travel.
Kristin writes that sellers no longer sell the way customers are buying. The selling system is broken. The good news? The secret to higher revenue is locked in the minds of your current customers. After purchasing and using your product or service, if approached correctly, customers are willing to provide information about their buying process:
what drove them to buy,
what they were concerned about as they bought,
how they came to their buying decision,
why they bought from you instead of your competition,
how they would sell the product or service to others, and
how they feel about it now that they have experienced it.
Roadmap to Revenue shows you exactly how to obtain this extremely valuable information, and how to use it to reliably increase your sales. Kristin has learned what works and what doesn't, and she shares all of this information with you. Your own customers are the key to higher revenue. They will tell you exactly what you need to know.
I wish every product manager, sales manager and marketing director I work with had a copy of this book!
Most recent customer reviews
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Most just pitch their solution with no regard to your customers or their buying...Roadmap to Revenue: How to Sell the Way Your Customers Want to BuyRead more