Well, Dear Readers, my new book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, is finally out there – in print and in ebook form, available everywhere (including Amazon, of course).
I wanted you to know what the book contains and what it can do for you.
Not like all the others
My office bookshelves (and digital readers) are stuffed with business books, just like yours. My experience – and the experience of other businesspeople I’ve talked to – is usually the same. While we may have learned a thing or two from some of them, we are often disappointed. Even when the concepts were intriguing, and the authors provided plenty of supporting examples, we would finish the book and think, Yes, well, that all sounds wonderful, but how does it work in real life? How do we actually apply this to our business – and use it to grow revenue?
I deliberately chose to take a different approach with Roadmap to Revenue. It’s the first book that takes you from wherever you are now and teaches you how to increase your revenue, using a method that has been perfected and proven in the real world, with hundreds of companies.
This book teaches you how to access the perceptions and knowledge contained in your own customers’ heads and turn that into revenue. You will learn how to reverse-engineer successful sales so you can manufacture new sales in quantity.
Roadmap to Revenue is a detailed, how-to-grow-your-revenue book.
Revenue comes from customers. We all know that. But here’s the big ah-ha: Your current customers can literally tell you how to acquire new customers, if you ask them correctly, and then follow their advice properly.
Roadmap to Revenue teaches you how do to this. Everything you need to know is in there. I have not withheld any of the secrets of the revenue-growth method.
If you start reading this book and applying its concepts, you can have the same experience that all my clients have had over the years. You will understand exactly why your customers bought from you, how they bought it – their buying process, their concerns and questions, and the “Critical Characteristic” that must be satisfied in order for the sale to take place.
You think you know these things now, but once you learn how to interview customers correctly, you will finally discover what you didn’t know. You will be surprised. You will have new knowledge that guides you confidently in the right direction. You will be able to eliminate the guesswork and subjectivity that currently plague all marketing and selling efforts.
Tactics – and strategy
There’s also plenty of strategy in the book; original and logical concepts that will help you see marketing and selling from the perspective of the customer’s buying process. That’s critical, because customers really are in charge of the buying process now. Translation: that means they’re in charge of your selling and marketing (great article in Forbes on this very subject).
In fact, buyers have radically changed the way they buy, but sellers haven’t appropriately changed the way they sell. That disconnect is causing problems for buyers and for sellers. If you follow the advice in this book, you will reconnect with your customers – and sell more products and services, because they can see you really know what you are doing.
The leadership-improving and revenue-increasing concepts in the book include the truth about your brand – what it really is, and how to create and control it – even in our current environment, which is dominated by customer conversations. It will help you manage your way through “The Shift” from a company-centered perspective to a customer-centric perspective. Successfully making that shift will have more impact on your revenue than any other single thing you can do as your company’s leader.
If you don’t buy this book and don’t sell the way your customers want to buy, but a competitor does, you will find yourself hopelessly handicapped.
I know, that’s a really strong claim. But it’s true.
Just imagine two different salespeople coming into your office. One knows exactly what you need and how you want to buy, begins “where you are,” and intelligently supports your buying process at every step. Everything is relevant and helpful. Your time is not wasted. As all your concerns are satisfied, you move effortlessly and comfortably from where you are to a purchase.
Now contrast that with the “other” salesperson, who bores you stiff by trying to take you back to an earlier stage in your buying process, so that you will be in his comfort zone. He dances around the questions he can’t answer; avoids providing any information that could kill the sale; keeps telling you what your problems are (as if you didn’t know!); and goes on an on about all the things he has memorized. He never really answers your key questions, or addresses your real concerns. He wastes your time with meaningless information and does not make it easy for you to buy.
Which of these salespeople will get your money? The answer is obvious: You will buy from the salesperson who makes it easy for you; helps you instead of insulting and boring you; understands exactly what you need to make a decision; and makes sure you have what you need. This book will teach you how to be that successful seller – online and offline.
So please, for your own sake, buy my book.
One of my personal goals in writing this book has been to “fix” the sales and marketing problem once and for all, making these two areas of business as professional and manageable as all the other areas of business. Which is why I also encourage you to buy a copy for others in your company, and other business owners you know. The more people who buy this book and follow its advice, the less frustrated we will all be – as buyers, and as sellers.
Thank you in advance for buying Roadmap to Revenue: How to Sell the Way Your Customer Wants to Buy – and for telling others about it. After you read it, I’d be eternally grateful if you would post a review on Amazon.
Most of all, congratulations in advance for the higher revenue you’re going to enjoy once you start putting the Roadmap method into practice. I can’t wait to hear how the book helped you. I know it will.