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Published by Radius Book Group
Distributed by Simon & Schuster
Table of Contents
About The Book
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.
Excerpt
How Customers Buy…and Why They Don’t
Mapping and Managing the Buying Journey
Martyn R. Lewis
RADIUS BOOK GROUP NEW YORK
Contents
Prologue: A Revelation
Chapter 1 From the Outside-In
Chapter 2 Three Generations of Customer Creation
Part 1 Mapping the Customer Buying Journey
Chapter 3 The DNA of the Customer Buying Journey
Chapter 4 DNA.1 Triggers
Chapter 5 DNA.2 Steps
Chapter 6 DNA.3 Key Players
Chapter 7 DNA.4 Buying Style
Chapter 8 DNA.5 Value Drivers
Chapter 9 DNA.6 Buying Concerns
Chapter 10 Case Study 1: DiaNascent: A Buyer’s Tale
Chapter 11 DiaNascent Case Study Analysis
Chapter 12 Case Study 2: CCHN: Does the Glove Fit?
Chapter 13 CCHN Case Study Analysis
Part 2 Developing the Market Engagement Strategy
Chapter 14 What to Do about It
Chapter 15 Crafting the Market Engagement Strategy (MES)
Chapter 16 #1. Harmonizing to the Buying Style
Chapter 17 #2. Into the Customer Buying Journey: Trigger or Engage?
Chapter 18 #3. Ensuring Adequate Motivation
Chapter 19 #4. Staying Engaged and Ensuring Positive Progress
Chapter 20 #5. Overcoming Friction in the Customer Buying Journey
Chapter 21 Engaging the Market with Orion Technologies
Part 3 Managing the Customer Buying Journey
Chapter 22 Translating Strategy into Application
Chapter 23 Outside-In Marketing
Chapter 24 Outside-In Selling
Chapter 25 The Outside-In Revenue Generation System
Epilogue How Customers Buy…and Why They Don’t
Notes
"
Mapping and Managing the Buying Journey
Martyn R. Lewis
RADIUS BOOK GROUP NEW YORK
Contents
Prologue: A Revelation
Chapter 1 From the Outside-In
Chapter 2 Three Generations of Customer Creation
Part 1 Mapping the Customer Buying Journey
Chapter 3 The DNA of the Customer Buying Journey
Chapter 4 DNA.1 Triggers
Chapter 5 DNA.2 Steps
Chapter 6 DNA.3 Key Players
Chapter 7 DNA.4 Buying Style
Chapter 8 DNA.5 Value Drivers
Chapter 9 DNA.6 Buying Concerns
Chapter 10 Case Study 1: DiaNascent: A Buyer’s Tale
Chapter 11 DiaNascent Case Study Analysis
Chapter 12 Case Study 2: CCHN: Does the Glove Fit?
Chapter 13 CCHN Case Study Analysis
Part 2 Developing the Market Engagement Strategy
Chapter 14 What to Do about It
Chapter 15 Crafting the Market Engagement Strategy (MES)
Chapter 16 #1. Harmonizing to the Buying Style
Chapter 17 #2. Into the Customer Buying Journey: Trigger or Engage?
Chapter 18 #3. Ensuring Adequate Motivation
Chapter 19 #4. Staying Engaged and Ensuring Positive Progress
Chapter 20 #5. Overcoming Friction in the Customer Buying Journey
Chapter 21 Engaging the Market with Orion Technologies
Part 3 Managing the Customer Buying Journey
Chapter 22 Translating Strategy into Application
Chapter 23 Outside-In Marketing
Chapter 24 Outside-In Selling
Chapter 25 The Outside-In Revenue Generation System
Epilogue How Customers Buy…and Why They Don’t
Notes
"
Product Details
- Publisher: Radius Book Group (August 15, 2018)
- Length: 352 pages
- ISBN13: 9781635765236
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Raves and Reviews
“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
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