|
No Matter Who Wins the
Election, the Best After-Election Strategy is to Sell More.
The upcoming election is distracting both
consumers and producers of goods and services. But when the
election is over, no matter who wins, the business owners who
succeed will be those who make it easiest for their customers to
buy. In her new book, "Rivers of Revenue: What to do when the
money stops flowing," Kristin Zhivago explains how customers buy
and how company owners and managers can support and streamline
the buying process.
Jamestown, RI October 29, 2004--Consumers and
producers of products and services are distracted by the
election right now, says Kristin Zhivago, author of the new
book, Rivers of Revenue: What to do when the money stops
flowing. As soon as the election is decided, however, everyone
will go back to work--and back to buying. The business owners
and managers who will be most successful--regardless of who they
supported in the election--will be those who make it easiest for
their customers to buy.
Zhivago has spent the last 35 years helping business owners
increase their revenues. She has become an expert on customer
buying processes. As she has interviewed thousands of customers
for her clients, she has found that those selling a product have
a completely different perspective than those buying the
product.
First I meet with clients and hear their side of the story,
Zhivago says. Then I interview their customers--and hear: I wish
theyd do this and Why on earth do they do that? Clients are
always surprised to hear what their customers think is important
and what they really want. They are also surprised at how much
customers know about their strengths and weaknessesespecially
their weaknesses.
Zhivago contends that the problem starts when a seller develops
a product--and his selling process--without first finding out
what customers actually need and how they want to be sold to.
The resulting product misses the mark and the selling process
actually places barriers in front of buyers who are trying to
decide if the seller has a good solution.
She urges those who sell to think like buyers. Last time you
bought a car, was it fun? When you try to compare cellular phone
plans, is it easy? When you call a company to get an answer to a
simple question, does a human being answer the phone and help
you, or do you get lost in voicemail hell? As buyers, weve all
been ignored, inconvenienced, and irritated.
On the Web, where so many people search for solutions now, the
competition is only a click away, Zhivago continues. If a
competitor makes it easy for the customer to understand what is
being sold, and successfully answers the customers questions and
addresses her concerns, that competitor is going to get that
customers business."
Zhivago wrote Rivers of Revenue to demystify marketing and give
business owners and managers a clear roadmap that will lead them
to higher sales. The book shows business owners and managers how
to find out what buyers are looking for, how they look for it,
the tradeoffs theyre willing to make, the other approvers
involved, the questions theyll ask during their buying process,
and what they need to see or understand in order to make a
buying decision.
Readers selling products and services will learn how to reverse
engineer a sale so they can manufacture sales in quantity.
Jeffrey Tarter, editor of SoftLetter, says that Rivers of
Revenue is likely to rank as this years most important marketing
guide.
The author is a professional revenue coach. She founded her
consulting firm, Zhivago Marketing Partners, Inc., in 1979 in
Silicon Valley and relocated to Rhode Island in 1996. She is
editor of the Revenue Journal and hundreds of her articles have
been published in numerous business and marketing publications.
She speaks worldwide on successful and ethical revenue
generation.
"Rivers of Revenue: What to do when the money stops flowing" is
published by Smokin Donut Books and is currently available at
http://www.RiversOfRevenueBook.com and Amazon.com--where it
enjoys a five-star average reader review rating.
The hardcover book retails for $24.95 and is 336 pages.
For more information or to schedule an interview with the
author, contact Christine Reider, publicist for Smokin Donut
Books, toll-free at 877-474-8738 or
e-mail
protected from spam bots.
|
