The power of why : breaking out in a competitive marketplace / by C. Richard Weylman
By: Weylman, C. Richard.Publisher: New York : Houghton Mifflin Harcourt, 2013Description: xiv, 161 p. ; 23 cm.ISBN: 9780544026889.Subject(s): Marketing | Customer relationships
|Item type||Home library||Call number||Status||Date due||Barcode||Item reserves|
|Book||New Zealand||224 POW (Browse shelf)||Not for loan||CA005981|
DEFINING YOUR UNIQUE VALUE PROMISE : Why asking "why?" will work for you -- What is the unique value promise? -- How consumers define and respond to your unique value promise -- SIX STEPS TO BREAKING OUT IN A COMPETITIVE MARKETPLACE : The rules of engagement -- Crafting your promise -- Getting your organization on promise -- Marketing your distinction -- Advantage-based selling -- Exceeding expectations in customer service -- Tales from the front lines -- Epilogue: Go forth and knock 'em alive.
Argues that making your business more successful involves focusing on the question, "Why should customers do business with your company?". Presents a six-step approach to differentiating yourself from your competitors by developing a customer-centric promise of expected outcome.