Roadmap To Revenue by Kristin Zhivago
I received a review copy of "Roadmap To Revenue: How To Sell The Way Your Customers Want To Buy" written by revenue coach Kristin Zhivago.
I wanted to share my first impressions.
The Problem Solved By Roadmap To Revenue
A pet subject of mine is that so much marketing and sales advice ignores the buyer or sees each and every buyer as a patsy to be manipulated to do what you want - i.e. to give you their money for whatever they are selling.
Now in some ways, that is what every business owner, marketer and salesperson wants - a magic key to make the prospective customer buy.
But it seems so wrong to ignore the buyer and goes against the basic marketing philosophy of understanding the customers, their wants and needs and providing products and services that fit.
I wrote to another business coach recently, in response to an email, that "if you want to catch fish, you must learn to think like a fish."
Kristin Zhivago in "Roadmap To Revenue" has the aim to help you think like a fish.
The Dedication In Roadmap To Revenue
"Dedicated to all the hard-working, honest entrepreneurs and CEOs who feel a strong sense of responsibilty to their customers, employees and shareholders - and who want to grow their businesses without resporting to the deceptive techniques used by the manipulators of the world."
Well done Kristin, I could have written that myself although I may not have phrased it so beautifully.
The 3 D Model - Discover, Debate & Deploy
The book is written around the 3 D model introduced on the inside cover of Roadmap To Revenue:
- Discover - stop trying to "sell" and "market". Instead start to figure out how to make the purchase easier for the customers who would benefit from your product or services.
- Debate - resolve the differences between what they want versus what you have to sell.
- Deploy - put the wheels in motion. Map out their buying process so you can support it every step. Build an action plan.
I like the feel of this approach, partly because it echoes many of my own thoughts. I registered the domain customerfocusedentrepreneur.com several years ago, intending to write a similar book.
I'll Be Reading Roadmap To Revenue With Great Interest
I've been buying and receiving too many books recently and I've finished up with quite a backlog of books I want to read.
Roadmap To Revenue has moved to near the top of the list.
I want to learn more about how Kristin Zhivago's ideas match and differ from my own.
Of course, I've sometimes started a book with great hope, only to be let down my muddled thinking in the middle. I don't think it's going to happen this time. The reviews on Amazon.com are very positive.
Have You Read Roadmap To Revenue by Kristin Zhivago?
If you've read this book, then I'd like to know what you think about it so please leave me a comment.
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