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Looking for a roadmap to more revenue? Read this book!

Kristin Zhivago is a revenue coach who helps CEOs and entrepreneurs increase their bottom lines by understanding what their customers want to buy and how they want to buy it.

Roadmap to Revenue:  How to Sell the Way Your Customers Want to BuyIn her new book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, Kristin lays out her methodology and processes garnered from years in the field working with corporate clients, and their customers and prospects.

The book gives you a step-by-step guide to making more money by selling people what they need… instead of what you want to sell.

Kristin's proven Roadmap to Revenue methodology makes it possible to reverse-engineer successful sales, so new sales can be manufactured in quantity.

Unlike most books targeted at senior management that tell you WHAT you should do, this one goes into extensive details about HOW to execute on each topic covered. The book is formatted in logical steps to help you discover and document your customer's buying process, so that your sales and marketing efforts can be redesigned for how your buyers want to buy.

Buyers have changed the way they buy. It's time to change the way you're selling.

For years companies crafted and delivered their messages, which customers depended upon to make buying decisions - because it was the only information available to them. Now, when customers are looking to buy, they start by “Googling” the product or service, ignoring the company's sales messages, and reading what third parties have to say about it. Then, if the product or service still looks promising, the customer goes to the company's website or salesperson, hoping to get their last few questions answered - usually questions that are specific to his situation or preferences.

In other words, most sellers no longer sell the way customers are buying.

Their selling system is broken. The good news? The secret to higher revenue is locked in the minds of your current customers. After purchasing and using your product or service, if approached correctly, customers are willing to provide information about their buying process:

  • What drove them to buy
  • What they were concerned about as they bought
  • How they came to their buying decision
  • Why they bought from you instead of your competition
  • How they would sell the product or service to others
  • How they feel about it now that they have experienced it

Roadmap to Revenue shows you exactly how to obtain this priceless information, and how to use it to reliably increase your sales.

Through several years of experience, and literally thousands of interviews, Kristin has learned what works and what doesn’t, and she shares all of this information with you.

For example, many business executives I speak with are interested in social media as a market research tool. I believe, and Kristin concurs in the book, that social media can be an effective research tool for low cost consumer products and services. But for B2B, especially complex, big-ticket, long buy cycle products and services, social media is not the most effective way to uncover the real reasons people make a buying decision.

Roadmap to Revenue also discusses the various research methodologies used by corporations and consultants. Kristin makes a convincing argument that face-to-face one-on-one interviews and focus groups are significantly less valuable (and less cost effective) than one-on-one phone interviews. I’m not going to go into detail here… you’ll have to buy the book.

Customers expect certain promises to be kept, and they value relevancy like never before.

Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy will help you find out what matters to your customers and the promises they expect you to keep.

While you’re no longer in control of your message, you are 100% in control of your company's behavior - what your people do and how they do it. Roadmap to Revenue will teach you how to identify the promises you should be keeping, and then make revenue increasing changes to your five promise-keeping resources: your passion, policies, products, people, and processes.

Your own customers are the key to higher revenue. They will tell you exactly what you need to know. You won't have to guess or assume anymore; you’ll be able to move forward, logically, in confidence, following your own, unique roadmap to revenue.

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Comments

I attended Marketo’s Revenue Rockstar event in Waltham MA yesterday. It was well worth attending.

During Jon’s presentation he mentioned that Marketo invests 90 cents in marketing for every dollar they invest in sales. Maybe that’s one of the reasons why Marketo is the fastest growing SaaS company today!

- Mac

 

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