Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Customer Specific Marketing

The New Power in Retailing

By Brian Woolf

Hardback, published in May 1996

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About the Book...

Brian Woolf's book changed the way companies do business. His Theory: 'Mass marketing is dead'. Differentiated marketing-giving different offers to different customers is the new marketing wave. A graduate of Harvard business School and former CFO of Food Lion, Woolf shows how businesses have to practice the ""intelligent loss of business" for greater profits by reorganizing your business along customer rather than product lines.

Customer Specific Marketing (CSM) has taken the place of Mass Marketing. This groundbreaking book explains, in a simple, clear style, why and how this radical change has occurred.

Today, retailers around the world are shedding their old one-price-fits-all marketing strategies and are offering specific prices and benefits to different customers, achieving significant profit gains in the process.

Customer specific marketing is based on two principles:
1. Not all customers are equal, and
2. Behavior follows rewards.

Accepting these principles leads to de-averaging your customers, marketing to each segment individually, and focusing rewards on the desired behavior - frequent, high-spending customer activity.

Drawing from his research and consulting with retailers (ranging from single store operators to some of the largest retail chains in the world), Brian Woolf demonstrates the power and practice of customer specific marketing in six easy-to-read sections:

Premise
The basic case in favor of CSM.

Economics
The superior economics of CSM.

Practices
The ten major characteristics of CSM and how they are practiced.

Measurements
The exciting new measurement now available to help your business.

Implementation
How to successfully launch CSM

Validation
Speeches from seven leading practitioners of CSM validating the ideas permeating the book.

This book, applicable to every retail and service company, is essential reading for those who want to be in business - and succeed - in the twenty-first century.

About the author...

Brian Woolf is a global leader in loyalty marketing and has written three definitive works on the subject, Measured Marketing: A Tool to Shape Food Store Strategy, Customer Specific Marketing, and Loyalty Marketing: The Second Act. He devotes his time to helping retailers develop, critique and strengthen their loyalty programs.

The techniques and metrics Brian Woolf has developed have become guiding principles for those operating some of the world's most successful programs. He is the President of the Retail Strategy Center, and has consulted, and spoken at conferences, in the US, Europe, Japan, and Australasia.

Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; and Chief Financial Officer of Food Lion, a leading US food retailer. He has an M.Com. (Economics) from the University of Auckland, New Zealand, and an MBA from the Harvard Business School.

To buy this book from Amazon.com, go to:
https://www.amazon.com/Customer-Specific-Marketing-Brian-Woolf/dp/1888051027

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)