Winning the Customer is all about how to maintain and grow relationships to maximize revenue. We talk about three key areas:
1. Organizational structure and systems—The Marketing Playbook 2. Relationship building—Relationship Architecture 3. Closing business—The Revenue Game.
In order to ensure that your company maximizes revenue, all three areas must work harmoniously together.
The first section ~ The Marketing Playbook, will help you set up your organization to win and help you really identify and understand who’s already a fan of your product—and who can become one. It will also guide you toward finding those people who are absolutely dying to spend their money with you. It all starts with transferring your business from a transactional to a relationship-oriented marketing model.
In the second section ~ Relationship Architecture, we’ll show you how to connect with people in meaningful ways and give you a look at the kind of effort it takes to create significant moments that profoundly change relationships. You already know that relationship building is important for results —executives and pundits alike always stress that business is all about relationships—but what steps do you really need to take to ensure that you are forming those relationships in ways that will yield a real change in your P&L statement or enhance the kind of influence you wield. We’ll show you how we managed relationships at a billion dollar company like the Patriots and at Trinity One, a small boutique agency I now own. We’ll show you exactly the kinds of information we collect about people, how we store it, and how we use it.
In the third section ~ The Revenue Game, we’ll look at the nuts and bolts sales process. We’ll show you how to engage with companies and individuals to allow you to get the meeting (instead of being the guy who goes straight to voicemail and never gets a call back). We’ll talk about how to bring your clients through the new business funnel to ensure you get results. You don’t want to waste time exploring impossible prospects; we’re going to show you how to find ones with real possibility. Finally we will show you how to build revenue as opposed to sell concepts.
Winning The Customer by Lou Imbriano & Elizabeth King ~ On Sale Now at fine Booksellers ~ McGraw-Hill www.winningthecustomer.com