Foreword | p. ix |
Acknowledgements | p. xiii |
Introduction | p. 1 |
Are You Into Pain? | p. 3 |
The Big Equation of Business | p. 9 |
Finding the Pain of the Customer | |
The Small-Town-Movie Theater Example | p. 19 |
Stale Popcorn into Fresh Popcorn | p. 25 |
Who Else Wants to Turn Client Pain into Marketing Gain? | p. 31 |
How to Attract All the Customers You Need | p. 35 |
Why Worry About the Pain of the Customer? | p. 41 |
Collecting the Pain of the Customer | p. 45 |
Use the Pain of the Customer to Write Value Propositions | p. 57 |
How to Manage Consultants the Pain-Point Way | p. 61 |
The $3 Million Leather Seat | p. 65 |
Changing Needs Over Time: The Kano Model | p. 75 |
How Do I Develop Good Internal Predictive Metrics? | p. 79 |
How Do I Test My Metrics? | p. 85 |
The House of Quality (Quality Function Deployment) | p. 89 |
How Do I Develop Good Customer-Satisfaction Surveys? | p. 97 |
Importance vs. Performance | p. 105 |
Satisfaction vs. Excellence vs. Loyalty | p. 109 |
How Do I Know Who Is Doing the Best? | p. 115 |
Is Customer Satisfaction Enough? | p. 119 |
Building Your Pain of the Customer Team | p. 123 |
How Do I Manage My Budget Painlessly? | p. 129 |
Turning the Pain into Customers | |
How to Fill Your Pipeline in Three Steps | p. 141 |
Cracking Your Marketing Genetic Code | p. 145 |
Less Hype and More Help | p. 149 |
The Top 14 Ways to Generate Leads | p. 153 |
Your Pain Killer Web Site | p. 157 |
Five Ways to Increase Your Persuasion Power | p. 165 |
Something You Probably Didn't Know About Search Engines | p. 169 |
To Those Who Would Never Dream of Writing a Book | p. 173 |
How to Stage Pain Killer Seminars | p. 177 |
Where to Go Next: Employees | p. 181 |
Putting It All Together | p. 187 |
Appendix | p. 193 |
Notes | p. 243 |
References | p. 249 |
Index | p. 253 |
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