Customers are the Answer to Everything: How to Get and Keep all the Customers Your Business Wants

by Martha Hanlon, Chris Williams

Overview

Do you dream of a bigger business, leaving your W-2 for your own thing or advancing your marketing or sales career?
"Customers are the Answer to Everything" unravels the mystery of getting customers. This book explores and brilliantly illuminates the happy point where customers understand why they should choose you….over and over.
Here are just a few discoveries in "Customers are the Answer to Everything":
* Find out what your customers really need but you may not be giving them
* Discover how to talk to your customer “on their level”
* Learn how your potential customers really make decisions to buy….or not
* Uncover the formula for the customer who pays, stays and refers
"Customers are the Answer to Everything" is already changing the way businesses throughout the world think about and act to create new customers. Why not be next?

Product Details

ISBN-13:	9781614481072
Publisher:	Morgan James Publishing
Publication date:	02/02/2012
Pages:	160
Product dimensions:	6.60(w) x 5.60(h) x 1.00(d)

About the Author

Martha Hanlon cut her marketing teeth in some pretty big places. An MBA from Wharton and years of directing product management and marketing groups for some of the biggest companies in America like AT&T, BT and MCI taught her how Big Guys do marketing. After years of leading the gorillas to revenue gains, she knew it was time to do the same with small business. That’s where the innovation lies. After creating the marketing services group to serve Blanc and Otus Public Relations venture-backed clients, Martha went on to found three businesses of her own. So she “gets” small business. Sought-after to develop new marketing techniques to rapidly build brands, products and leads, leads, leads, she spots trends and breaks a lot of marketing “rules” to deliver new results. Fun, engaging and a bit irreverent, Martha is passionate about the need for businesses to start talking to people the way they talk to each other—in lively, authentic conversations—and to tell stories that help the world understand why they are cool.

Chris Williams started her career as a business builder much earlier than most—at the tender age of 9 she became the top seller in Girl Scout cookies. Chris moved on to more challenging opportunities, eventually becoming a successful sales manager and trainer at Xerox and building her own multimillion-dollar distributorship. After Chris graduated from the Universityof Oregon with a major in Marketing and Finance, she went straight to work for Xerox, serving as sales manager and district marketing manager. Year over year, her revenue growth topped 18%. Always in the President’s Club, she not only trained over 400 sales reps and launched 48 products.

Table of Contents

Foreword xiii

The Year of the Customer xv

Part 1 The Foundation

Preeminence 3

Positioning 15

Product Funnel 35

Revenue Modeling 47

Extraordinary Offers 57

Part 2 The Customer Activators

The Power 100 73

The Power Hour 83

The Referral System 99

Reviving the Dead 109

Partnet Up 121

Off-Line and On-Line Networking 131

Online Outreach 147

Part 3 Expansion

Support Systems 161

Your Mini Marketing Plan 171

Get Used To Success 175

Now What? 177

Epilogue 183

About The Authors 185

Resources 187

Editorial Reviews

It does for small business what so many have forgotten. It shines the light on the marketing foundation every business needs and wants. Then it delivers a series of affordable and easy-to-implement activities and solutions that will really appeal to your customers.  — HEIDI KRUPP, CEO, Krupp Communications, Inc

Most books are filled with positive ways to pump you up. Customers Are the Answer to Everything offers a wealth of specific, tangible tactics that you can start using now. It inspires fresh and new approaches to bring prospects and customers into your business.  —JIM BRITT, Author, Do This. Get Rich!

If your product, service or issue isn’t catching on, Martha Hanlon and Chris Williams will show you how to change that and fast and affordably. — JOHN LIMBOCKER, Internet Dominator CEO and Godfather of SEO

The wonderful book you hold in your hands delivers a clear, concise and unique system for bringing customers into your business. You’ll reconstruct your business marketing and sales, but more important, you’ll adjust your relationship with your prospects and customers. – JAY CONRAD LEVINSON, Entrepreneur and best-selling author of Guerrilla Marketing

These are the very marketing and sales strategies that our business is using to attract new clients. The strategies are created with the budgets of small business owners in mind, and most cost little-to-nothing to implement.  —PETER IVETT, Director, Viventé

Endlessly curious, opinionated and knowledgeable on the essentials of attracting customers, Martha and Chris are clear-eyed about what coaches need to do to build their business. —KAREN KIMSEY-HOUSE, CEO, Coaches Training Institute

There are two new superstars on the marketing horizon, Martha Hanlon and chris Williams We have two new names on the marketing horizon who have the talent and insight to stand beside the greatest marketers of our time.  —JILL LUBLIN, Master PR Strategist, international speaker and author of three best-selling books including Get Noticed, Get Referrals

"Marketing and sales represent the two most important activities for any entrepreneur. Martha and Chris map out a clear, compelling, yet practical process for entrepreneurs to build the business of their dreams. It’s a fresh, new, and current approach to bring customers into your business for a long, long time.  — LORAL LANGEMEIER, CEO/Founder of Live Out Loud, international speaker, money expert and best-selling author of the Millionaire Maker 3 book series and Put More Cash In Your Pocket.www.liveoutloud.com

From the Publisher