“This meticulously researched and well written book is refreshing and insightful. Simply put, if you want to be more successful in building your business, read this book!”
Tim HoerrCEO & Managing Partner
Serra Ventures
Serra Ventures
The overarching principle of this revelatory book is nothing less than a thorough and logical redefinition of business strategy, firmly founded on Martyn Lewis’s groundbreaking concept of Outside-In Revenue Generation™.
Available in hardcover through Amazon. Rated five stars by readers, the book brings together decades of field experience and research into a practical guide for leaders in executive management, entrepreneurship, marketing, and sales.
Destination CRM nominates How Customers Buy… & Why They Don’t as Required Reading and Fupping declares it one of the 31 Books Every Content Marketing Beginner Should Read.
“This meticulously researched and well written book is refreshing and insightful. Simply put, if you want to be more successful in building your business, read this book!”
“Turns out, it’s not about selling any more. It’s about buying. This book is going to be a seminal work in the evolution of commercial success in the early part of the 21st century.”
“By now you probably are thinking, another program du jour on selling, right? Wrong. How Customers Buy… & Why They Don’t: Mapping and Managing the Buying Journey stands all that sales training on its ear.”
The book moves from insight to action in three parts. It begins by decoding the Customer Buying Journey, then shows how organizations can change the course of events, and finally translates strategy into practical sales and marketing actions.
Part 1 — Decode the Customer Buying Journey
Part 1 of How Customers Buy…and Why They Don’t, introduces and illuminates the concept of Outside-in Revenue Generation. It decodes the six strands of the Customer Buying Journey DNA. It defines the nine Buying Concerns, any one of which can derail a purchase. It unveils the deceptively simple and elegant 4Q Buying Style Quadrant that unlocks the intricacies of how buyers actually think. Included are two highly detailed case studies with full analytics to vividly illustrate how one company embraced a new approach in sales and marketing based upon knowing how their customers buy, and another company that did not.
Part 2 — Change the Course of Events
Part 2 then takes all that has gone before and discusses “What to Do About It”. This section rests on the major premise of “Changing the Course of Events”, wherein the author reveals that there are only four things – his Sales & Marketing Imperatives – that can be done to positively impact the market. After close scrutiny of those four imperatives, the author then turns to their practical application in the development of the Market Engagement Strategy and will cover the five essential elements contained within.
Part 3 — Translating Strategy into Action
Part 3 then translates the Market Engagement Strategy into actual sales and marketing actions. It will follow the four Sales Imperatives and their impact on all aspects of revenue generation. The author introduces the CBJ Navigator™, a powerful and comprehensive tool for facilitating all aspects of Outside-In Revenue Generation. The book then concludes with an epilogue – a short and concise summary of how customers buy…and why they don’t.
Over the past 25 years, Market-Partners Inc. has been researching how businesses and individuals actually go about buying. Our perspective on what constitutes a “buying decision” extends beyond deciding to issue a purchase order or pull out a credit card. In fact, it encompasses the entire lifecycle by which a business or individual becomes aware of an offering, develops interest in it, commits to acquiring it, and then adopts it.
Our work has clearly shown that you may have the best product available, with unquestionable value to your customer, but this alone does not lead to success. Revenue comes only when a customer buys something—not from customers who are interested or may buy one day, but from those who fully navigate the complex journey required to move an organization from interest through commitment and acquisition.
Yet that journey, along with the buyer’s underlying needs and expectations, remains largely unknown to many organizations.
We find that most sales and marketing departments have become very adept at positioning their offerings and presenting value propositions that can pique a prospect’s interest. However, after gaining that interest, the buyer is left to navigate the journey alone. Little consideration is given to how customer-facing roles could more meaningfully support prospects in their buying activities beyond reinforcing those same value propositions.
As a result, many buyers either delay engagement or see no reason to engage with your organization at all while making a purchase decision.
Purchase the book or talk with Market-Partners about applying its research to your market.
LET’S TALK