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Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy Paperback – October 25, 2004
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From the Back Cover
"Even after thirty-five years in this business, I found Think Like Your Customer to be loaded with powerful and proven advice, which I began putting to use immediately. This is a very practical guide to better understanding how your customers think."
--Bill Zeitler, senior vice president and group executive, Systems and Technology Group, IBM Corporation
"Page after page, Stinnett manages to connect with your intuition, making you feel like his ideas are your own. The result is enlightening, compelling, and powerfully motivating. You'll want to stand up and go sell something right away!"
--Luc Wathieu, associate professor, Harvard Business School
"Think Like Your Customer offers a wealth of practical solutions for sales executives to develop more profitable relationships with customers. In this climate, where customer relationships mean everything, this book is a must read."
--Melinda Ligos, editor in chief, Sales & Marketing Management magazine
In Think Like Your Customer Bill Stinnett draws upon more than two decades as a sales professional and consultant to the Fortune 500 to offer you a powerful new approach for connecting with clients and building enduring, highly profitable customer relationships. This book arms you with the strategies and tools you need to:
- Identify your customer's most important business goals and objectives
- Tie your product and services solutions to the achievement of your client's goals
- Understand how executives think and how they make buying decisions
- Maximize profitability and accelerate your customer's buying process
About the Author
Bill Stinnett is the president of Sales Excellence, Inc. and is a highly sought-after speaker, trainer, and consultant in marketing, sales, and business profitability. His clients include General Electric, Microsoft, Verizon, EDS, and American Express.
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Top customer reviews
As an on-line retailer, This is not the type of selling I do, so on the surface, this book is not a good fit for me.
So why the high rating?
Because this book is applicable to any sales process. It is practical and it should get you to re-examine your sales process, hopefully in a whole new and more effective way. This is a book about finding out what your customer needs and figuring out how to satisfy that need. Thinking about the sales process from your customer's viewpoint alone rather than your own as a salesman, should be worth the expense to go through this book.
Sure, you may not be trying to get your foot into the door of the CFO to sell a multi-million dollar software package, but many of the concepts are the same, even if you are trying to sell paper clips to a home business owner. You just have to apply the information to your circumstances. Not an easy task, I grant you. Some people cannot make the connections to go from one situation to another. If you are one of those people, this book is probably not for you. Mr. Stinnett will not be taking your hand and guiding you step by step through the sales process for your products and situation. On the surface this is strictly B2B type stuff.
However, if you take the lessons to heart, adapt them and shape them to your situation, I believe you will find the book, well worth the effort. This book will remain in my library where I am sure I will be referring to it for years to come.
Think Like Your Customer gives easy to understand processes and strategies for outselling your competition and becoming an invaluable asset to your customers. Unlike most books which share only cute strategies on getting a customer to say "yes," Think Like Your Customer spells out specific strategies on developing value and goodwill towards your prospects and customers. Each transaction must be mutually beneficial for both the customer and your company and often times many sales people forget this. Bill points out the extreme long-term value of developing this kind of approach and ultimately this kind of relationship with the customer and how it pays off in real dollar opportunity for you and your company.
I would highly recommend this book to anyone that is looking for that edge over competition and wants to truly develop a long lasting relationship with their customers. It is a book that is jam packed full of excellent information that will have the mind racing and your heart pounding to get out there and get to work. It is a book that I know I will be returning to over and over again for both inspiration and motivation.
I would say without a doubt this is a must read for anyone in the selling profession!
This isn't gobbledygook from some sheltered MBA professor. Bill presents his essential advice based on decades of practical experience as a highly successful sales rep as well as a consultant and speaker to the world's greatest sales teams. I was particularly drawn to the hundreds of personal anecdotes and stories Bill tells about winning (and losing too) that help to illustrate the points in the book. The book reads like the sales VP you admire most in the world taking you to lunch every day for a month and spilling all his secrets and stories!
This is a book you will turn to again and again. In fact, maybe you should buy three copies: one for the office, one for the briefcase, and one for home.
The chapter on what customers really want is worth far more than the price of the book. It identifies the factors that must exist for a customer to buy from us. And it teaches how to weave key questions about these factors into our informal conversation with the customer.
Another example: The book teaches how to learn what specific results a customer really wants and how to tie that to our product or service. The specific "result" a customer wants may differ greatly from the generic benefits we assume our product or service's features provide.
I've found that using Stinnett's tools to focus even more on how the customer thinks increases sales and the number of satisfied customers.