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

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

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作者: Kevin Daum （凯文·达姆）著 , Daniel A. Turner （丹尼尔·特纳）著

出版社: Wiley

出版时间: 2011-04

ISBN: 9780470598795

定价: 231.80

装帧: 精装

页数: 212页

正文语种: 英语

分类: 外文古旧书>英文书>童书

In this captivating parable, readers follow Ryan Miller--an executive struggling with reduced sales in a challenging economy--as he reconnects and learns from his old New Jersey high school friend Lenny Bernstein, now a Brooklyn Hasidic Jew who is having great success in his packaging business. Over a series of lunches at kosher restaurants throughout New York City, Lenny shares insights that have driven his sales through the roof, while allowing him to run his business efficiently and still have plenty of time for family.

Lenny teaches Ryan two major lessons for getting heard in the sales and marketing jungle.

The first lesson is a fascinating enigma, and the foundation of this book. Using a 3500-year-old selling secret that has never before been articulated in a business context, Lenny teaches Ryan that there are really only four types of buyers with whom a marketer or salesperson must communicate. These buyers are identified and adapted from the Old Testament liturgy of the Jewish Passover Seder. They are: The Wise Buy The Cynical Buy The Simple Buyer The Buyer Unwilling to Ask

The authors have developed a simple mnemonic to help the reader remember the actual process of communicating effectively with each buyer:
Recognize the buyer to whom you are communicating.

Observe from the buyer's perspective.

Acknowledge the buyer's position.

Resolve the buyer's issues. Kevin Daum is the founder of TAE International, a marketing consultancy that helps companies deliver The Awesome Experience through compelling messaging, intentional marketing, and memorable delivery. He has a degree in theatre and is an Inc. 500 entrepreneur whose sales and marketing techniques resulted in more than $1 billion in sales. Kevin is a graduate of the MIT Entrepreneurial Executive Leadership program, a former board member of the Entrepreneurs' Organization (comprising 7,200 CEOs), and the National Columnist for Smart Business magazine. Kevin and his team of consultants deliver programs on customer experience, marketing, and creativity. Visit Kevin online at www.KevinDaum.com. Daniel A. Turner is President and founder of TCG, an Inc. 500 company that has saved taxpayers over $250 million. Dan is on the board of the Entrepreneurs' Organization and is a graduate of the MIT Entrepreneurial Executive Leadership program.
内容简介:
In this captivating parable, readers follow Ryan Miller--an executive struggling with reduced sales in a challenging economy--as he reconnects and learns from his old New Jersey high school friend Lenny Bernstein, now a Brooklyn Hasidic Jew who is having great success in his packaging business. Over a series of lunches at kosher restaurants throughout New York City, Lenny shares insights that have driven his sales through the roof, while allowing him to run his business efficiently and still have plenty of time for family.

Lenny teaches Ryan two major lessons for getting heard in the sales and marketing jungle.

The first lesson is a fascinating enigma, and the foundation of this book. Using a 3500-year-old selling secret that has never before been articulated in a business context, Lenny teaches Ryan that there are really only four types of buyers with whom a marketer or salesperson must communicate. These buyers are identified and adapted from the Old Testament liturgy of the Jewish Passover Seder. They are: The Wise Buy The Cynical Buy The Simple Buyer The Buyer Unwilling to Ask

The authors have developed a simple mnemonic to help the reader remember the actual process of communicating effectively with each buyer:
Recognize the buyer to whom you are communicating.

Observe from the buyer's perspective.

Acknowledge the buyer's position.

Resolve the buyer's issues.
作者简介:
Kevin Daum is the founder of TAE International, a marketing consultancy that helps companies deliver The Awesome Experience through compelling messaging, intentional marketing, and memorable delivery. He has a degree in theatre and is an Inc. 500 entrepreneur whose sales and marketing techniques resulted in more than $1 billion in sales. Kevin is a graduate of the MIT Entrepreneurial Executive Leadership program, a former board member of the Entrepreneurs' Organization (comprising 7,200 CEOs), and the National Columnist for Smart Business magazine. Kevin and his team of consultants deliver programs on customer experience, marketing, and creativity. Visit Kevin online at www.KevinDaum.com. Daniel A. Turner is President and founder of TCG, an Inc. 500 company that has saved taxpayers over $250 million. Dan is on the board of the Entrepreneurs' Organization and is a graduate of the MIT Entrepreneurial Executive Leadership program.

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