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Why do people buy? A behavioral economist explains the science of consumer behavior in “the most important business book to come out in years” (Michael F. Schein, author and columnist for Inc., Forbes, and Psychology Today). What Your Customer Wants and Can’t Tell You explains the neuroscience of consumer behavior. Learn exactly why people buy—and how to use that knowledge to improve pricing, increase sales, create better “brain-friendly” brand messaging, and be a more effective leader. Behavioral economics is the marketing research future of brands and business. This book goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses and business professionals can use science to make their companies better. Business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to achieve real, bottom-line benefits. Discover information and tools you can actually use to influence consumers. Go beyond data science and learn how the consumer brain works. Dramatically improve your effectiveness as a leader and marketer with: · Real-world examples that bring a concept to life and make it stick · Ideas to help you with problem solving for your business · Ways to hack your brain into coming up with innovative programs, products, and initiatives “A stand-out guide for anyone fascinated by customer behavior and the science of decision-making.” —Madeline Quinlan, cofounder of Salient Behavioral Consultants
A powerful lesson in what is really important in business, this remarkable book by an ultimate insider takes the lessons of the peddler and reveals how they can be used by the rest of us. Reminiscent of bestsellers such as "Who Moved My Cheese?" and" The One-Minute Manager, What the CEO Wants You to Know" is simple, direct, and of immense use to everyone in business.
From the bestselling author of What the CEO Wants You to Know? How to rethink sales from the outside in We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. Yet few companies are facing this reality. When they don't, a lingering malaise sets in. More than ever these days, the sales process tends to be a war about price-a frustrating, unpleasant war that takes all the fun out of selling. But there's a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems. What the customer wants you to know is how his or her business works, so you can help make it work better. It sounds simple, but there's a catch: you won't be able to do that with your traditional sales approach. Instead of starting with your product or service, start with your customer's problems. Focus on becoming your customer's trusted partner, someone he can turn to for creative, cost-effective solutions that are based on your deep knowledge of his values, goals, problems, and customers. This book defines a new approach to selling which Charan calls value creation selling-that while radical is nonetheless practical. VCS has been battle-tested in companies in a variety of industries, such as Unifi, Mead-Westvaco, and Thomson Financial. It will enable you to: • Gain a deeper knowledge of your customer's problems • Understand how your customer's company really makes decisions • Help your customer improve margins and drive revenue growth • Connect sales with other key functions such as finance and manufacturing • Come up with new customized offerings • Make price much less of an issue VCS gets you out of the hell of commoditization and low prices. It differentiates you from the competition, paving the way to better pricing, better margins, and higher revenue growth, built on win-win relationships that deepen over time. Someday, every company will listen more closely to the customer, and every manager will realize that sales is everyone?s business, not just the sales department?s. In the meantime, this eye-opening book will show you how to get started.
If you ask the right questions, then you’ll get the sale every time. As a salesperson, your product knowledge is extensive but that's not enough. If you fail to ask the right questions - the ones that uncover a customer's real needs - you will never close the deal. Top sales effectiveness expert and author Paul Cherry reveals advanced questioning techniques that will help you sell your products or services based on value to the customer, rather than price, and increase your success rate as a result. In Questions That Sell, Cherry shares material on how to: Discover hidden customer needs and motivations Reinvigorate a stale relationship Soothe anxious buyers Accelerate the decision process Upsell and cross-sell so you no longer leave money on the table Use questions to qualify prospects (without insulting them) And much more Questions That Sell is packed with powerful examples, exercises, and hundreds of sample questions for a wide range of buyer interactions. Success is yours for the asking. Smart questioning will get you there.
A world-renowned innovation guru explains practices that result in breakthrough innovations "Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation." -Clayton Christensen For years, companies have accepted the underlying principles that define the customer-driven paradigm--that is, using customer "requirements" to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually. In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven" innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated. Based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives. With the same profound insight, simplicity, and uncommon sense that propelled The Innovator's Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts. Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to: Obtain unique customer inputs that make predictable innovation possible Recognize opportunities for disruption, new market creation, and core market growth--well before competitors do Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value Systematically define breakthrough products and services concepts Innovation is fundamental to success and business growth. Offering a proven alternative to failed customer-driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates--and create the products and services customers really want.
Customer Experience is now the key differentiator as consumers and businesses alike decide among competing brands. The authors explore growing trends in Experience Psychology, Social Media and Neuroscience and their impact on Customer Experience that businesses need to understand to gain preference, loyalty and market share.
A one-page tool to reinvent yourself and your career The global bestseller Business Model Generation introduced a unique visual way to summarize and creatively brainstorm any business or product idea on a single sheet of paper. Business Model You uses the same powerful one-page tool to teach readers how to draw "personal business models," which reveal new ways their skills can be adapted to the changing needs of the marketplace to reveal new, more satisfying, career and life possibilities. Produced by the same team that created Business Model Generation, this book is based on the Business Model Canvas methodology, which has quickly emerged as the world's leading business model description and innovation technique. This book shows readers how to: Understand business model thinking and diagram their current personal business model Understand the value of their skills in the marketplace and define their purpose Articulate a vision for change Create a new personal business model harmonized with that vision, and most important, test and implement the new model When you implement the one-page tool from Business Model You, you create a game-changing business model for your life and career.
To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer’s needs. In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small. In five parts, this book explores: Why organizations ship features rather than cultivate the value those features represent How to set up a product organization that scales How product strategy connects a company’s vision and economic outcomes back to the product activities How to identify and pursue the right opportunities for producing value through an iterative product framework How to build a culture focused on successful outcomes over outputs
If he had been with me everything would have been different... I wasn't with Finn on that August night. But I should've been. It was raining, of course. And he and Sylvie were arguing as he drove down the slick road. No one ever says what they were arguing about. Other people think it's not important. They do not know there is another story. The story that lurks between the facts. What they do not know—the cause of the argument—is crucial. So let me tell you...
The Book No One Wants to Read is a highly visual full-color chapter book that uses humor, interactivity, and meta-storytelling to help even the most reluctant reader breeze through reading time, feel successful at reading, and even laugh! You’ll read a book . . . without really reading! A lonely book makes a deal with its reader: "You keep turning my pages, and I'll make it FUN!” If you think reading is boring, then you can pretend to read this book! All you have to do is sit here and turn the pages. Everyone will think you’re reading. Are you ready? Let’s get started… The ability to read by third grade is critical to a child’s success in school and beyond. But learning to read can be frustrating. The Book No One Wants to Read by Beth Bacon validates the experience of reluctant readers and rewards them with laughter.