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The Power of Why: Breaking Out in a Competitive Marketplaceby C. Richard Weylman
Synopses & Reviews
Win and keep customers by speaking to what they want to buy instead of what you want to sell. The Power of Why shows readers how to elevate their business performance in todays marketplace. As Weylman explains, customers dont care if a business is different or that its products are unusual. Trumpeting achievements like “We were voted #1 again” or “Rated best service three years running” doesnt engage buyers emotionally. Its seller-centric thinking in a buyer-centric world.
When customers decide where to buy, they have one thing in mind: Why should I do business with this company? Will it solve my problem, today? Buyers want to do business with companies willing to make a customer-centric promise of expected outcome: up-front, unconditional, and unqualified. This is not just a slogan; its the companys DNA, consistently delivered through all parts of the organization. Think Tax Masters, whose promise—“We solve your tax problems”—couldnt be more buyer-centric. And they deliver.
With the same actionable, hands-on strategies Weylman has used to help companies of all sizes grow in the toughest conditions, The Power of Why is the new manual for business survival and growth.
When customers are deciding to buy, they have one focus: they want to know WIIFM (Whats In It For Me). The Power of Why reveals to readers everywhere how to bring consumer-centric marketing to their own organization.
About the Author
C. Richard Weylman, Chairman of Weylman Consulting Group and CEO of The Weylman Center for Excellence in Practice Management, is a highly sought-after sales and marketing consultant, speaker, and media expert. His writings have been featured in Investment Advisor, Fundfire, NALU, GAMA News Journal, and on WSJ.com and Forbes.com.
Table of Contents
PART ONE—DEFINING YOUR UNIQUE VALUE PROMISE
1. Why Asking “Why?” Will Work for You 3
2. What Is the Unique Value Promise? 13
3. How Consumers Define and Respond to Your Unique Value Promise 25
PART TWO—SIX STEPS TO BREAKING OUT IN A COMPETITIVE MARKETPLACE
4. Step One: The Rules of Engagement 41
5. Step Two: Crafting Your Promise 54
6. Step Two: Getting Your Organization on Promise 61
7. Step Three: Marketing Your Distinction 76
8. Step Four: Advantage-Based Selling 103
9. Step Five: Exceeding Expectations in Customer Service 119
10. Tales from the Front Lines 135
Epilogue: Go Forth and Knock Em Alive 151
Further Study and Inspiration 154
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