Roar! Get Heard in the Sales and Marketing Jungle A Business Fable
, by Daum, Kevin; Turner, Daniel A.Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780470598795 | 0470598794
- Cover: Hardcover
- Copyright: 4/19/2010
In this captivating parable, readers follow Ryan Miller--an executive struggling with reduced sales in a challenging economy--as he reconnects and learns from his old New Jersey high school friend Lenny Bernstein, now a Brooklyn Hasidic Jew who is having great success in his packaging business. * Over a series of lunches at kosher restaurants throughout New York City, Lenny shares insights that have driven his sales through the roof, while allowing him to run his business efficiently and still have plenty of time for family. Lenny teaches Ryan two major lessons for getting heard in the sales and marketing jungle. The first lesson is a fascinating enigma, and the foundation of this book. * Using a 3500-year-old selling secret that has never before been articulated in a business context, Lenny teaches Ryan that there are really only four types of buyers with whom a marketer or salesperson must communicate. ** These buyers are identified and adapted from the Old Testament liturgy of the Jewish Passover Seder. * They are: The Wise Buy * The Cynical Buy * The Simple Buyer * The Buyer Unwilling to Ask. The authors have developed a simple mnemonic to help the reader remember the actual process of communicating effectively with each buyer: * Recognize the buyer to whom you are communicating. Observe from the buyer's perspective.