November 8th 2006

Waiting for Your Cat to Bark. Bryan & Jeffrey Eisenberg.

Waiting for Your Cat to Bark. Bryan & Jeffrey Eisenberg.2006. ISBN 0785218971. Persuading Customers When They Ignore Marketing. Good book. The metaphor; customers used to be like dogs, always happy to see you (Its all about you), but that has changed, customers are more like cats, its all about them, and they will pay attention when they feel like it. The authors have a process that you run through in order to ensure that every customer touch/approach is designed to get them to decide and act, at some time. They are fans of metrics and surprise, the application of Six Sigma to sales and marketing.Useful book, easy read and very salient.

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