The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It

ISBN-13: 9780471659501 / Angielski / Twarda / 2004 / 272 str.

Jeffrey J. Fox; Richard C. Gregory

Opis

How companies turn value-added into real profits
The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in real dollars and cents wins every time. This book offers a step-by-step strategy for doing just that.
Every day, good companies suffer because they create value for customers but aren't able to keep their fair share. This is because most marketers can't fully explain the value customers get from their products, and the argument falls to the lowest common denominator-price. The solution is an approach to sales and marketing that goes beyond articulating features and benefits, but calculates the monetary value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value-and also let's the seller prove it to the customer
With real case studies and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers and business leaders to prove the value of their "value-added."
Jeffrey J. Fox (Gilford, New Hampshire) is the founder and President of Fox & Company, Inc., a marketing consulting firm. Fox is also the author of the bestsellers How to Become a CEO, How to Become a Rainmaker, and How to Become a Great Boss. Richard C. Gregory (Farmington, Connecticut) is a Senior Consultant with Fox & Company.

Spis treści

Preface.

Introductory Notes.

SECTION 1: INTRODUCTION TO DOLLARIZATION.

Chapter 1. Getting Started with Dollarization.

Chapter 2. Value Is a Number.

Chapter 3. Why Dollarize?

Chapter 4. After the Bubble Burst.

SECTION 2: DOLLARIZATION AND SELLING.

Chapter 5. Dollarization and Selling Your Price.

Chapter 6. Dollarization and Selling Something New.

Chapter 7. Shortening the Sales Cycle.

Chapter 8. Dollarization to Protect and Keep Business.

Chapter 9. Removing Doubt in the Seller s Mind.

Chapter 10. Dollarization to Get a Prospect s Attention.

Chapter 11. Dollarization and Channel Partners.

Chapter 12. Dollarizing and Selling Services.

SECTION 3: DOLLARIZATION AND MARKETING.

Chapter 13. Dollarization and Marketing Communications.

Chapter 14. Pricing New Products.

Chapter 15. Dollarization and Market Segmentation.

Chapter 16. Dollarization in Consumer Marketing.

Chapter 17. Dollarization and the Commodity Myth.

Chapter 18. Dollarization and New Product Direction.

SECTION 4: DOLLARIZATION TECHNIQUES.

Chapter 19. The Mechanics of Dollarization.

Chapter 20. How to Dollarize Any Benefit.

Chapter 21. Developing Dollarization Data.

Chapter 22. Making Dollarization Work with the Customer.

Chapter 23. Constructing the Customer Value File.

Appendix: The Dollarization Doctrine: Ten Rules to Successful Dollarization.

Notes.

Index.

O autorze

JEFFREY J. FOX is the author of the Wall Street Journal and New York Times bestseller How to Become a CEO. He is also the founder and President of Fox & Company, Inc., a management consulting firm that specializes in marketing strategy development and sales effectiveness.

RICHARD C. GREGORY is a Senior Consultant with Fox & Company. He leads Fox s Dollarization Consulting and Training practice, which helps clients develop innovative approaches to articulating and quantifying the value they deliver to their customers.

Blurb

"GE people realize that our job is to help our customers make money. Dollarization thinking helps us do that."
Damian A. Thomas, General Manager and Corporate Sales Leader
General Electric Company

"THE DOLLARIZATION DISCIPLINE demystifies the often misused term ‘value,’ and shows how to become a thought partner and sell the true worth of your offering. This book will pay for itself many times over."
Anthony Parinello, Author, Selling to Vito and Getting the Second Appointment

"Strategic marketing begins with an understanding of how a business creates economic value for its customers. This is a core focus for PPG businesses, and THE DOLLARIZATION DISCIPLINE creatively demonstrates how this thinking can be applied to all aspects of sales and marketing."
Dennis A. Kovalsky, Vice President, Automotive Coatings PPG Industries

"Read this book and do what it says. Your customers, and your employer, will thank you for it."
John Chickosky, Vice President, FTS Systems

"A must–read for any business looking to improve sales growth, profitability, and customer retention."
Dean Graham, Managing Director, CapitalSource Inc.

"THE DOLLARIZATION DISCIPLINE presents powerful concepts with practical implementation ideas. Businesses large and small will benefit from putting Dollarization to work."
John Vander Vort, Director, Private Markets Group
DuPont Capital Management