Julia A. Kalish, Ph.D.
Julia has been a continuing lecturer Notre Dame’s Mendoza College of Business, Purdue University’s Krannert School of Management, Purdue’s Polytech Institute, and Loyola University Chicago. She was the recipient of the Best Professor on Campus Reader Choice Award at Purdue, Best Undergraduate Teacher at Krannert, and an Honorary Purdue Old Master. She is a Project Management Professional, Lean Six Sigma Blackbelt, Army veteran, speaker, writer, thought leader, sleep advocate, defender of the Oxford comma, and a “NO” enthusiast.
Jaynie L Smith
Research Proves Customers Value More than Just Price
Relevant Selling, the sequel to best-seller, Creating Competitive Advantage, challenges the all-too-familiar price issue. Many companies lament that price pressure has destroyed their margins – but when customers are surveyed in double-blind studies, we learn that more than 90% of the time, price is not the most important buying factor. This book will teach you how to uncover what is relevant to your market and stop caving in on price. Without relevance, successful negotiation is seriously hindered. More than Just Price
Differentiators are not competitive advantages if they are not relevant to the customer.
Companies must not only sell value, they must also sell what is specifically of value to the customer.
The majority of marketing and advertising efforts rely too heavily on creativity instead of relevance.
Relevant Selling shows you the importance of learning what is most relevant to your customers, your prospects and your different target markets, noting they almost always require tailored messaging to be relevant. You will learn how to obtain and use that valuable information.
Each chapter is loaded with actual case studies and research that demonstrates how companies achieve remarkable results when they sell what is relevant. Many companies are leaving profits on the table each day simply because they lack the research described in this book.