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Winning with Customers: A Playbook for B2B Hardcover – 17 Sep 2010

5.0 out of 5 stars 1 customer review

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Product details

  • Hardcover: 464 pages
  • Publisher: John Wiley & Sons; 1 edition (17 Sept. 2010)
  • Language: English
  • ISBN-10: 0470547995
  • ISBN-13: 978-0470547991
  • Product Dimensions: 16 x 3.4 x 23.7 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,838,128 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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

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

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.

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Top Customer Reviews

Format: Hardcover
If like me you have built a business from scratch and if like me you are not good at seeking out other peoples advice or opinions then this book may be for you. I wanted to know if my ideas for expanding my already multi million pound business were on the right lines or not. Now, I am not good at joining business clubs, going along to local enterprise initiatives or any of that stuff which is all very well but sometimes it leaves you in a lonely position when it comes to checking out your ideas.

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!
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Most Helpful Customer Reviews on (beta) HASH(0x8ccf542c) out of 5 stars 9 reviews
3 of 3 people found the following review helpful
HASH(0x8b405e70) out of 5 stars Boost Your Business Value with Ideas in this Book 22 Sept. 2010
By Bill Hass - Published on
Format: Hardcover
Jerry Alderman and Keith Pigues have changed the rules of B2B competition with Winning With Customers!
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.
3 of 3 people found the following review helpful
HASH(0x8b405ec4) out of 5 stars Practical and proven ways for winning with customers 14 May 2011
By Lisa S. Thompson - Published on
Format: Hardcover
As an expert in commercial strategy, I have been helping clients with similar issues for 16 years. Keith and Jerry have managed to boil down into one book, the pure essence of what it takes to win. Many of these concepts have been in the marketplace for years. So now, with this insightful and practical how-to book, managers have no excuse for not doing what we know to be essential for winning. Bravo to Jerry and Keith.
3 of 3 people found the following review helpful
HASH(0x8bd29318) out of 5 stars New Thinking on Creating Customer Value 5 Mar. 2011
By Amazon Customer - Published on
Format: Hardcover Verified Purchase
As a pricing consultant I was intrigued with the crisp and relevant answers to the question on how your products create more value for your customers vs. your competitors. The book provides a systematic process in determining the value, monetizing it and a complete program for profitably growing your business. It is the most focused business book that I have read to date.
7 of 9 people found the following review helpful
HASH(0x8bd29300) out of 5 stars Want to grow revenue and profit? Read this book first. 16 Aug. 2010
By Hanno Lorenzl - Published on
Format: Hardcover
With this book (and the companion website & software solution) Keith and Jerry have achieved quite a feat: They link a quantitative, logical and rigorous methodology with a simple and effective way to execute. "Winning with Customers" provides step-by-step instructions to answer the two key question to commercial success:
-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.
3 of 4 people found the following review helpful
HASH(0x8bd297c8) out of 5 stars This book will change the playing field creating new winners! 13 Aug. 2010
By Alan B Hart - Published on
Format: Hardcover
As a strategy consultant to large and small companies, I have seen first hand the need for new thinking on how to quantify the value proposition. Keith and Jerry in this book give us the argument and the tools to bring the idea to life. They teach us to win!

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).
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