Martyn R. Lewis makes the compelling argument that instead of focusing on their own internal view of how to position and sell their offerings,
companies must look to the external reality of how their customers actually buy.
Essentially blowing away the threadbare notion that customers buy because of the value they see in an offering, Lewis unveils a profound new business model that rests on his pioneering concept of Outside-In Revenue Generation.
He shows that vendors are too often trying to solve the wrong problem because time and time again, customers actually do "get it", they understand the offering and truly believe in its value, and yet they still hesitate or fail to buy.
From his transformational decoding of the Buying Journey DNA through to the robustly practical Market Engagement Strategy, Lewis shows that for those whose success and livelihood depends upon positive revenue generation, the only rational course of action is to map, manage and positively influence the end-to-end Customer Buying Journey.
Results-based from over twenty years of research with hundreds of companies and thousands of interviews, How Customers Buy?& Why They Don't is a guide for success in today's interconnected business world. This book presents a comprehensive and very readable introduction to a bold new approach to business development.
- ? Learn the secrets of how customers buy, and more importantly why they don't
- ? Discover the logic and formulae for success in today's business world
- ? Acquire strategies and techniques - all eminently practical and immediately implementable
In business, nothing happens until somebody buys something. And most businesses have a very good idea of why a prospective customer should buy their offering but lack critical knowledge about how their customers actually buy and are often blind to why they may not. As a result of extensive research, How Customers Buy...And Why They Don't offers a formula for understanding any Customer Buying Journey. The book provides the approach to developing a strategy and a sales and marketing approach to successfully navigate and positively impact that buying journey. Whether you are an executive, in management, an entrepreneur, an investor, a marketer, or a sales person, reading what Martyn has to say will radically change what you do and how successful you will be as a result.
"Turns out, it's not about selling any more. It's about buying. It is clear that the successful organization is one that learns to help their customers navigate their particular Buyer's Journey.
This book is going to be a seminal work in the evolution of commercial success in the early part of the 21st century." -Scott Lewis, CEO, CEO Roundtable
"This meticulously researched and well-written book is refreshing and insightful. Simply put,
if you want to be more successful in building your business, read this book!" - Tim Hoerr, CEO & Managing Partner, Serra Ventures
