Description
Based on Bill Stinnett’s successful seminar series, Think Like Your Customer takes readers back to the fundamentals of marketing to help them understand how they can serve their customers more effectively while at the same time laying the groundwork for lasting, profitable relationships. Too often, businesspeople charge ahead and get lost in the maze of consultant’s advice, business models, and the latest “silver bullet” marketing fad, and forget about the fundamental principles of how you reach out to and connect with your customers. Think Like Your Customer is a book that will help a wide variety of business professionals to maximize the value and profitability of their customer and client relationships. This book will enhance the reader’s knowledge and expertise in four major areas: How business works In the author’s work and research he hears one complaint far more than any other about would-be suppliers, vendors, or partners; “They just don’t understand our business.” Think Like Your Customer will provide an overview of corporate economics and how business works. This will include several tools and models that marketers can use to better understand the inner workings of any business. What customers think about Think Like Your Customer explores the roles and responsibilities of business owners and corporate executives in order to better understand their motives and the forces which influence their buying behavior. How companies make buying decisions The book analyzes several types of corporate structures and the various individuals, teams, and committees which play a role in buying decisions. This will include a look at the psychology of decision making, risk taking, return-on-investment analysis, as well as the capital budgeting process. How to influence what customers think about and how they make buying decisions Once you discover how customers think, and what they think about, you can earn trust and lead them through a process which influences how and why they buy. This results in stronger business relationships of enduring value for everyone involved.
