November 11, 2004
Jack Covert Selects: Jack Covert Selects--Think Like Your Customer
Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding How and Why your Customers Buy by Bill Stinnett, McGraw-Hill, $16.95 Paperback. 256 Pages, November 2004, ISBN 0071441883 When people sit down to write a business book, they do it because they think they have a better way to build a mousetrap. Bill Stinnett has done just that. He has written a sales book that turns the selling process on its head. It's not about features and benefits of our products and services anymore. It's about how our customers are perceiving our products. As he says: This approach takes the focus off the product or services solutions that we sell. Instead, it puts the focus on the business results that our clients are trying to achieve and the business value they can produce by using our products or services to pursue their business goals and objectives. This method, and the discovery process that it requires, is what I like to call the diagnostic approach. It stands in stark contrast to the outmoded and archaic manner of selling that we come to refer to as broadcasting. Weve all seen the broadcast approach in action. Most of us (including me) are even guilty of falling into it from time to time." Stinnet believes in the diagnostic approach, and it is at the foundation of everything in this book. It's all about understanding not only the products and services, but also why people buy them, how customers perceive value as well as risk and how people buy. Now this strategy make perfect sense in this new modern world of collaboration. Chapter Five: The Value of Customer Relationships is especially valuable because it gives detailed information on building trust with customers, which is important in today's economic climate. As an example of Stinnetts focus, all you have to do is look at the Table of Contents. It consist of two partsWhy customers buy and How customers buy. Each chapter is filled with graphics and bolded important points which allow you to skim the pages quickly for a refresher course. And this book has a lot of great points to remember, because this book brings to the table a detailed process for sales success.