Book: The Dollarization Discipline - How Smart Companies Create Customer Value…and Profit from It
Summary:
The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in real dollars and cents wins every time. This book offers a step-by-step strategy for doing just that.
Every day, good companies suffer because they create value for customers but aren’t able to keep their fair share. This is because most marketers can’t fully explain the value customers get from their products, and the argument falls to the lowest common denominator-price. The solution is an approach to sales and marketing that goes beyond articulating features and benefits, but calculates the monetary value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value-and also let’s the seller prove it to the customer!
With real case studies and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers and business leaders to prove the value of their “value-added.”
Authors:
Fox, Gregory
Publisher:
John Wiley & Sons, Inc. - 2004
Buy Now:
The Dollarization Discipline: How Smart Companies Create Customer Value…and Profit from It
Subscribe
If you enjoyed this article, subscribe to receive more just like it.
1 Comment on "Book: The Dollarization Discipline - How Smart Companies Create Customer Value…and Profit from It"
Trackback | Comments RSS Feed
Inbound Links