"Buyers have radically changed the way they buy, but sellers have not kept up by changing the way they sell. Using the perfected-in-the-real-world methods in Roadmap to Revenue, you can make it easier for customers to find you and buy from you."
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Jamestown, RI (PRWEB) May 25, 2011
Revenue Coach Kristin Zhivago has authored a new book that teaches business owners and managers how to reverse-engineer their successful sales to produce new sales in quantity. "Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy" teaches a proven method for increasing revenue. It is literally a revenue-growth how-to book for CEOs and entrepreneurs, the first of its kind. It is now available for sale at all major retailers, including Amazon.com, in hardcover and ebook editions.
"Over the last few years, buyers have radically changed the way they buy, but sellers have not kept up by changing the way they sell," says Zhivago. "This has created frustration in the marketplace - on both sides of the equation. Sellers aren't getting the sales they need, and buyers aren't getting the information they need as they try to make their buying decisions. 'Roadmap to Revenue: How to Sell the Way Your Customer Wants to Buy' solves these problems."
Armed with the methods in this book, managers can map out their customers' buying process and take the right steps to support every stage of that buying process. They can position their products and services in a way that will make them more attractive and valuable to prospective customers. They can focus their efforts on marketing and selling methods that will work (and stop wasting money on those that won't); produce content that satisfies buyer concerns; and use social media channels in a way that appeals to customers - and leads to more sales.
"Using the perfected-in-the-real-world methods in the book, you can make it easier for prospective customers to find you, realize that you have what they are looking for, and buy from you. You will be there, waiting for them then they take their next step, with exactly what they need," says Zhivago. "Buyers always start the buying process hoping to make a purchase; if you make it easy, and satisfy their concerns at each step along the way, they will just naturally zero in on your solution."
One of the many powerful concepts in the book is the fact that current customers will actually teach how to sell successfully to prospective customers, if the right questions are asked in the right way.
"Your buyers won't reveal what they are thinking while you are selling to them. Nobody ever tells a salesperson the truth," says Zhivago. "However, once they become customers, if you ask them correctly, they are more than willing to describe why they bought, what their concerns were as they were buying, and how they feel about their experience with the company and its products and services. You can then use this information to sell more successfully to prospective customers."
The new buying process
Zhivago contends that prior to the dominance of Google, customers got about 20% of their questions answered before having to contact a salesperson. Now, the tables are turned. Customers get the bulk of their questions answered on the Web - through search, websites, blogs, reviews, and social media - relying on content not created by sellers.
When customers do finally contact a salesperson, they only have a few very specific questions. Unfortunately, most salespeople are trained to answer the generic questions that have already been answered by customer-generated content. Most salespeople are not prepared to answer the specific questions about the particular requirements that customers have about a product or service.
This is just one of the many mismatches between how customers buy and how companies sell. Other misalignments include FAQs that do not answer the questions that customers are actually asking; companies asking for too much personal information at the early stages of the buying process; voicemail hell; missing or buried contact information; unresponsive salespeople; unclear or misleading information, and more. Buyers are seriously discouraged from buying because of these avoidable seller mistakes. Sellers who stop making these mistakes, and start to provide what buyers want - in the product, in the content about the product, and in the customer's experiences with the company - will find that customers reward them with positive reviews, more referrals, and increased purchases.
"Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy" is published by Bristol & Shipley Press and is available in both hardcopy ($24.95) and ebook format ($9.99), on Amazon.com and all other leading retailers. More information about the book can be found at http://www.RoadmapToRevenue.com or via email to the publisher: Info(at)BristolAndShipley(dot)com
About the Author:
Kristin Zhivago is a Revenue Coach who helps CEOs and entrepreneurs make more money by understanding exactly what their customers want to buy from them - and how they want to buy it.
Zhivago founded her revenue-growth consultancy, Zhivago Management Partners, Inc., in Silicon Valley in 1979, and relocated the company to Jamestown, RI in 1996. Clients have included IBM, Dow Jones, Johnson & Johnson, and Bazaarvoice.
Zhivago has published hundreds of articles in business publications and sites. She speaks worldwide on revenue generation and is an expert in the customer's buying process. She is also the author of a revenue-growth advice blog called The Revenue Journal (http://www.RevenueJournal.com).
Zhivago lives in Jamestown, Rhode Island with her husband. Both are avid sailors.
For an interview with the author, contact kristin(at)zhivago(dot)com or call 401-423-2400.