书目

Roar! Get Heard in the Sales and Marketing Jungle: A Business Fable 英文原版

内容简介

Inthiscaptivatingparable,readersfollowRyanMiller--anexecutivestrugglingwithreducedsalesinachallengingeconomy--ashereconnectsandlearnsfromhisoldNewJerseyhighschoolfriendLennyBernstein,nowaBrooklynHasidicJewwhoishavinggreatsuccessinhispackagingbusiness.OveraseriesoflunchesatkosherrestaurantsthroughoutNewYorkCity,Lennysharesinsightsthathavedrivenhissalesthroughtheroof,whileallowinghimtorunhisbusinessefficientlyandstillhaveplentyoftimeforfamily.LennyteachesRyantwomajorlessonsforgettingheardinthesalesandmarketingjungle.Thefirstlessonisafascinatingenigma,andthefoundationofthisbook.Usinga3500-year-oldsellingsecretthathasneverbeforebeenarticulatedinabusinesscontext,LennyteachesRyanthattherearereallyonlyfourtypesofbuyerswithwhomamarketerorsalespersonmustcommunicate.ThesebuyersareidentifiedandadaptedfromtheOldTestamentliturgyoftheJewishPassoverSeder.Theyare:TheWiseBuyTheCynicalBuyTheSimpleBuyerTheBuyerUnwillingtoAskTheauthorshavedevelopedasimplemnemonictohelpthereaderremembertheactualprocessofcommunicatingeffectivelywitheachbuyer:Recognizethebuyertowhomyouarecommunicating.Observefromthebuyer'sperspective.Acknowledgethebuyer'sposition.Resolvethebuyer'sissues.

作者简介

KevinDaumisthefounderofTAEInternational,amarketingconsultancythathelpscompaniesdeliverTheAwesomeExperiencethroughcompellingmessaging,intentionalmarketing,andmemorabledelivery.HehasadegreeintheatreandisanInc.500entrepreneurwhosesalesandmarketingtechniquesresultedinmorethan$1billioninsales.KevinisagraduateoftheMITEntrepreneurialExecutiveLeadershipprogram,aformerboardmemberoftheEntrepreneurs'Organization(comprising7,200CEOs),andtheNationalColumnistforSmartBusinessmagazine.Kevinandhisteamofconsultantsdeliverprogramsoncustomerexperience,marketing,andcreativity.VisitKevinonlineatwww.KevinDaum.com.DanielA.TurnerisPresidentandfounderofTCG,anInc.500companythathassavedtaxpayersover$250million.DanisontheboardoftheEntrepreneurs'OrganizationandisagraduateoftheMITEntrepreneurialExecutiveLeadershipprogram.

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