winning with customers

60-SECOND BOOK BRIEFS

BY D. KEITH PIGUES & JERRY ALDERMAN

According to D. Keith Pigues and Jerry Alderman, understanding how much money you make your customers is the way to succeeding in b2b sales. They wrote the book Winning With Customers to show us how to do it. There are 6 steps to this journey.

Where you’ll understand what value you bring to your customer’s business.

1: Discover

Where you’ll put all that information together and prioritize the opportunities.

2:Analyze

Where you’ll create a plan to capture that

value for you and your customer.

3: Execute

Where you’ll create a dashboard so you can see the results of your efforts.

4: Measure

Where you’ll build this capacity throughout your organization.

5: certify

Where you’ll ramp things up a notch by combining people, processes and technology to ensure that this becomes a long-term competitive advantage.

6: CVC Management System

There’s no magic in this formula, but if you can help your customers understand how much money you are making them, you’ll be well on your way to cementing a long-term relationship.

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