The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.
Drawing upon his years of experience as a Fortune 500 consultant, he offers sales and marketing professionals a powerful framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and using that information to develop a winning strategy for influencing how and why the customer buys.
In Think Like Your Customer Bill Stinnett draws upon more than two decades as a sales professional and consultant to the Fortune 500 to offer you a powerful new approach for connecting with clients and building enduring, highly profitable customer relationships. This book arms you with the strategies and tools you need to:
-
Identify your customer's most important business goals and objectives
-
Tie your product and services solutions to the achievement of your client's goals
-
Understand how executives think and how they make buying decisions
-
Maximize profitability and accelerate your customer's buying process
Acknowledgements
Introduction
Part I : Why Customers Buy
Chapter 1 : What Customers Think About
Chapter 2 : What Customers Really Want
Chapter 3 : How Customers Perceive Value and Risk
Chapter 4 : The Cause and Effect of Business Value
Chapter 5 : The Value of Customer Relationships
Part II : How Customers Buy
Chapter 6 : The Sales Process--Redefined
Chapter 7 : Anatomy of a Buying Decision
Chapter 8 : Reverse-Engineering the Buying Process
Chapter 9 : Elevating the Buying Process
Chapter 10 : Accelerating the Buying Process
Notes
Index
