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The Dollarization Discipline shows organizations how toeffectively communicate the economic value created by theirproducts and services. Every day, good companies suffer becausethey create financial value for customers but aren’t able tokeep their fair share. This is because most marketers cannot fullyarticulate the value customers get from their products, and theargument falls to the lowest common denominator price. Thesolution is an approach to sales and marketing that goes beyondarticulating features and benefits, but calculates the monetarygain a customer receives in exchange for the price paid. This bookoffers step–by–step strategies for doing just that.
Dollarization is simple in theory but complicated in practice.Authors Fox and Gregory include helpful charts, how–to steps, anddozens of real–life examples featuring leading companies thatillustrate important techniques and help you shape an effectivemarketing and selling strategy.
This book offers strategies and techniques that will interestCEOs, marketing VPs, field salespeople, and everyone in between.Salespeople will learn how to handle price objections, shortensales cycles, protect business from competition, get appointments,and more. Marketing professionals will learn to apply Dollarizationto new product pricing, market segmentation, even advertising andcommunications.
Successful companies prosper by discovering how their customersmake money and then aligning resources to help those customers makemore money. Dollarization is a core discipline that enables firmsto put this strategy into practice. With this book, Fox and Gregoryinclude the step–by–step guidance you need to make Dollarizationthe foundation of your business strategy.
If you believe your company is under–compensated for the realvalue it delivers to customers, this book will help. Packed withpractical advice and real–world wisdom, The DollarizationDiscipline presents all the tools and techniques businesses need toturn their value–added into real money.
"THE DOLLARIZATION DISCIPLINE demystifies the often misused term‘value,’ and shows how to become a thought partner andsell the true worth of your offering. This book will pay for itselfmany times over."
Anthony Parinello, Author, Selling to Vito and Getting theSecond Appointment
"Strategic marketing begins with an understanding of how abusiness creates economic value for its customers. This is a corefocus for PPG businesses, and THE DOLLARIZATION DISCIPLINEcreatively demonstrates how this thinking can be applied to allaspects of sales and marketing."
Dennis A. Kovalsky, Vice President, Automotive Coatings PPGIndustries
"Read this book and do what it says. Your customers, and youremployer, will thank you for it."
John Chickosky, Vice President, FTS Systems
"A must–read for any business looking to improve sales growth,profitability, and customer retention."
Dean Graham, Managing Director, CapitalSource Inc.
"THE DOLLARIZATION DISCIPLINE presents powerful concepts withpractical implementation ideas. Businesses large and small willbenefit from putting Dollarization to work."
John Vander Vort, Director, Private Markets Group
DuPont Capital Management
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