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
