Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy A Winning Strategy to Maximize Sales By Understanding and Influencing How and Why Your Customers Buy

by Stinnett, Bill

• ISBN13: 9780071441889
• ISBN10: 0071441883
• Edition: 1st
• Format: Paperback
• Copyright: 2004-11-15
• Publisher: McGraw Hill

Summary

How to capture customers by learning to think the way they doThe most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." InThink Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys.In addition, you receive: Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers

Author Biography

Bill Stinnett is the president of Sales Excellence and a highly sought-after speaker, trainer, and consultant in the areas of marketing, sales, and business profitability. His clients include General Electric, Microsoft, Verizon, American Express, EDS, and Hitachi.

Table of Contents

Acknowledgments	xvii
Introduction	xix
PART I WHY CUSTOMERS BUY
What Customers Think About	3	(22)
What Customers Really Want	25	(20)
How Customers Perceive Value and Risk	45	(28)
The Cause and Effect of Business Value	73	(32)
The Value of Customer Relationships	105	(26)
PART II HOW CUSTOMERS BUY
The Sales Process---Redefined	131	(16)
Anatomy of a Buying Decision	147	(26)
Reverse-Engineering the Buying Process	173	(30)
Elevating the Buying Process	203	(26)
Accelerating the Buying Process	229	(22)
Notes	251	(2)
Index	253