Pain Killer Marketing : How to Turn Customer Pain into Market Gain

by DeVries, Henry

• ISBN13: 9780832950162
• ISBN10: 0832950165
• Format: Hardcover
• Copyright: 2008-04-15
• Publisher: New Win Pub

Summary

Both business and customers feel pain when standards are not met. To kill this pain, a business must do more than conduct market research, it must know what to do with this information. Pain Killer Marketing presents effective methods for listening to and collecting customer pain. More importantly, it demonstrates how to implement data and drive profi ts. An excellent reference for C level executives, product managers, market research practitioners and those wanting to become more customer-centric . Anyone who has a suffering customer, internal or external, can benefit from Pain Killer Marketing.

Author Biography

Henry DeVries, MBA is a best-selling author and founder of the New Client Marketing Institute (www.newclientmarketing.com). His mission is to provide the latest knowledge to those who want to sell more products and services. DeVries is a sought-after speaker where he reveals in fun and humorous ways more than 1,000 pragmatic strategies to achieve marketing returns of 400% to 2,000%.Chris Stiehl is currently a consultant for companies like Palm, Cisco, LifeScan (Johnson & Johnson) and other "high tech" companies. Stiehl worked in product design, competitive intelligence and market research for Cadillac Motor Car Division of GM, including participating on their winning Malcolm Baldrige National Quality Award team. He also worked on product design and job design for Polaroid Corporation.

Table of Contents

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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