Roadmap to Revenue. How to sell the way your customers want to buy. Kristin Zhivago.
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Roadmap to Revenue. How to sell the way your customers want to buy. Kristin Zhivago. 2011. ISBN 9780974017924. This is likely to be a trailblazing book for 2011. In our work on Content Marketing we are always looking for good reference texts to get across that you need to have content that’s relevant from the customers point of view . In our pricing work, we stress having companies find out what customers tell them what is the value of the products. This book helps on both these fronts plus it is written from a sales point of view. That is important because sales packs more clout in most companies still. Zhivago has made very pertinent analyses of four types of purchasing scrutiny (from light through to intense scrutiny). She has laid out the most complete and succinct description we have seen of customer interview techniques yet. This is a must buy, must read book for sales and marketing types. There is not a wasted page in the whole book.
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