Winning with Customers: A Playbook for B2B Hardcover – 17 Sep 2010
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About the Author
D. KEITH PIGUES is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with Cemex, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett–Packard. More about Keith at dkeithpigues.com.
JERRY D. ALDERMAN, a recognized business science thought leader, is coauthor of Beyond Six Sigma (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business–to–business (B2B) companies to use deep customer understanding to build and execute customer–driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly–Clark, Turtle Wax, RR Donnelly, and more. To find out more about Jerry and Valkre go to valkre.com.
From the Back Cover
Praise for Winning with Customers: A Playbook for B2B
"The approaches in this book have made a difference in our business. Winning with Customers has brought new life and energy to our selling approach."
―Denis John Healy, CEO, Turtle Wax
"This book provides great insights on how to win with customers. It is particularly relevant for B2B companies differentiating with technology, quality, and cost leadership in a highly competitive and innovative industry such as automotive."
―Alex Ismail, President and CEO, Honeywell Transportation Systems
"Pigues and Alderman have made an important contribution to the discussion about customer profitability. Any business person will find ideas that are both valuable and practical in this book. It is worth reading."
―James W. Dean Jr., Dean UNC′s Kenan–Flagler Business School
"As Chief Learning Officer, I am always on the lookout for breakthrough thinking and practical approaches that can differentiate our sales, marketing, and leadership efforts. Jerry and Keith′s innovative approach quantifies the impact your product or service has on the customer′s bottom line. The insights learned can help companies create a stronger value proposition, greater customer satisfaction, and greater profitability."
―Robert T. Cancalosi, Chief Learning Officer, GE Healthcare
"The reasons we win and lose business are clearly captured in Winning with Customers and they serve as reminders to us to keep our customers in focus at all times. We rely on systems and repeatable processes―these are at the center of the CVC model."
―Joe Lawler, Chairman, President and CEO, ModusLink Global Solutions, Inc.
"Finally a business book that focuses unwaveringly on the foremost goal in the provision of B2B solutions: helping your customers make more money. In Winning with Customers, Pigues and Alderman provide a practical approach to increasing your company′s capability to win this decisive battle over competitors."
―Jeneanne Rae, BusinessWeek Columnist, cofounder/President, Peer Insight LLC
"Pigues and Alderman have addressed a key business growth issue―how to create measurable competitive advantage and get paid for it. A provocative read for today′s business leaders."
―Eileen Zicchino, Chief Marketing Officer, J.P. Morgan Treasury Services
"Pigues and Alderman ask a simple but very powerful question: Are your customers making more money doing business with you? If you are not sure, then you must read what is within these covers. This is a must–read for success–minded business executives."
―Barry B. Siadat, Managing Director, SK Capital Partners
"Pigues and Alderman have written a readable and practical guide to capturing the ′value′ in your B2B ′value proposition.′ I wish that I had had their book fifteen years ago!"
―Michael Allen, Board Member, World Color Press, Inc.
Top Customer Reviews
This book is clever, it doesn't "teach" you, it doesn't speak at you, what it does is to explain how to get more out of your customers and sustain it. By involving you in the method it ensures that you will finish it, albeit at times that I found it a little repetitive but if you are looking for a fresh idea and the way to implement it or if you want verification of your own thoughts I thoroughly recommend it. BTW if you really are going to read it on holiday as I did, then I suggest a book cover from a novel may be a good alternative to divorce!
Most Helpful Customer Reviews on Amazon.com (beta)
Use CVC to Dig Deeper and "Render" Fact-Based Customer insights into better decisions on capital and talent allocations.
With Fact-Based customer insights, leaders will be confident to "Act Sooner" and are sure to build value in any business.
CVC is a great process and system for obtaining continuous feedback and new value from any B2B sales force.
-Why do my customers buy from me?
-How do I get them to spend more with me?
If you want to finally go beyond the stock answers ("We have the best products"; "We have the lowest prices"; "We have the highest customer satisfaction")to understand customer value and put it to everyday use, then this book needs to be on your reading list.
This book is likely to change the playing field for B2B companies for years to come -- you do not want to be a follower (loser).