Business & Economics Books:

How Customers Buy...& Why They Don't

Mapping and Managing the Buying Journey DNA



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How Customers Buy...& Why They Don't by Martyn R. Lewis
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Lewis makes a compelling argument that businesses must look beyond their own internal view of how something is sold, to the external reality of how customers actually buy. He asserts that no one buys anything because of a sales process; customers only buy because of their own buying process. And so, for all those whose livelihood depends upon successful revenue generation, the only rational course of action is to positively influence and effectively manage the end-to-end customer-buying journey. The simple failure of mousetrap logic-that is, the quality of the product or value proposition of the service is sufficient to convince customers to make a purchase-is at the heart of most revenue generation challenges today. How Customers Buy...and Why They Don't shows that vendors are too often trying to solve the wrong problem, because customers actually do "get it," they just don't buy it. The book starts by explaining Outside-in Revenue Generation. It then decodes the six elements 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. The second section of the book explains what you can do about customers not buying your products or services. It reveals that there are only four things-Sales and Marketing Imperatives-that can be done to positively impact the market. It goes on to walk the reader through the development of the Market Engagement Strategy. The final section of the book translates the five components of the Market Engagement Strategy into actionable sales and marketing behaviors.

Author Biography

Martyn R. Lewis is an acclaimed business professional with a vast background in all aspects of revenue generation. Born and educated in the UK, he emigrated to Canada in the early 80's s and now resides in the Napa area of northern California. His beliefs were shaped and honed over two decades in corporate sales and marketing, starting as a front-line sales person and eventually rising to CEO of a multinational, which included hundreds of sales people under his responsibility. In the mid-90s, he started his own company, Market-Partners Inc. ( interacting with many clients and most importantly with many of their customers. His consulting work uncovered the disconcerting fact that while most of his clients were doing good work presenting a good product, the results all too often suggested otherwise. After seeing this phenomenon so many times, it was obvious to him that something was missing; there was something more at play and he needed to find out. Mr. Lewis consults globally and his work been used across 44 countries, in 17 languages, and has impacted over 85,000 sales professionals. He is internationally recognized as an extraordinary speaker, having delivered numerous keynote addresses live, on radio and television and he is a pioneer in utilizing webinar technology to deliver effective training through his sister company, 3GS ( Mr. Lewis acts as an advisor to a number of executives in the high technology industry and is active on several advisory boards and Boards of Directors, and has served as the Committee Chair for the Sales Enablement Community of Practice Advisory Board for the American Society for Training and Development, ASTD.
Release date Australia
August 30th, 2018
Country of Publication
United States
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