Research Proves Customers Value More Than Just Price.
by Jaynie L. Smith
"In a world where most and I mean MOST selling is irrelevant selling, Jaynie Smith’s Relevant Selling can mean the difference to you between profit and loss. My head is spinning with the wisdom in her book."
- Jay Conrad Levinson, Father of Guerrilla Marketing and author of Guerrilla Marketing series of books; Over 21 million sold and now in 63 languages
"In this highly readable book, Jaynie Smith makes a compelling case for why you're almost certainly mistaken if you think that your company's sales and marketing pitches are relevant to customers."
- Jim McElgunn, Senior Editor, PROFIT Magazine
"Relevant Selling is cleverly practical and extraordinarily insightful. The straightforward style of Ms. Smith makes this invaluable book a must read for every business person."
- Seraina Maag, Chief Executive, XL Insurance North America P&C
"Jaynie Smith's Relevant Selling is the perfect complement to her first book, Creating Competitive Advantage. She challenges you to think like your customer."
- Matthew R. Dionne, President of Extrusion North America, Hydro Aluminum North America, Inc.
"Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear."
- Richard A. D'Aveni, The Bakala Professor of Strategy, Tuck School of Business at Dartmouth College, and author of Strategic Capitalism, Beating the Commodity Trap, and Hypercompetition
"Relevant Selling very effectively reveals that a company's self-image can blind it to the realities of the marketplace, and that customers are attracted to (or repelled by) features that the company may not consider to be important. You need to look outside of yourself and make a proactive effort to learn what your marketplace demands, and respond to it. To me, a business book really resonates when its message goes beyond the narrow intention of the book. This one does."
-Thomas Hauck, Owner, Thomas Hauck Communication Services
"Relevant Selling is a solid business book that every company can benefit from. From the first chapter you will nod your head and say “yes” that is what we need to do in order to resonate with our customers! Jaynie’s writing style is a terrific combination of practical ideas and examples which are plentiful and meaningful. You will definitely use Relevant Selling as a reference book for decades to come as it forces every business to evaluate their point of differential which can only be a benefit in the current and future economic environment."
- Merrill Dubrow, President & CEO, MARC Research
"In Relevant Selling, the author clearly shows why it is very likely that there is much we do not know about our customers, and why what we do not know can quickly make our organizations irrelevant. Fortunately, she also provides many examples and strategies for how an organization can learn what truly is relevant to our customers and prospects, and how to retain that way. The leaders of any organization who want to do a better job selling their products or services can benefit from Smith's (no relation) relevant insights."
- R. Bob Smith III, Ph.D., CEO, Par Inc.
"Based on extensive research and over 40,000 hours logged in CEO and C-suite executive consulting and coaching, Jaynie Smith has produced another great and highly useful book. Relevant Selling is fun to read and filled with important concepts brought alive by real life examples from her work. This informative book builds on crucial concepts presented in Creating Competitive Advantage to offer businesses a data based methodology for increasing sales and margins by learning from their customers and prospects. The reader is offered a clear picture of how companies that base customer understanding on untested internal assumptions usually end up leaving a lot of money on the table for their competitors to enjoy. More importantly, they cut themselves off from the very information that objectifies what customers and prospects want from them. Unlike many business and sales oriented books, when you complete Relevant Selling, you know what steps to take next. I recommend it highly to any executive that wants their company to create sustainable and desirable futures."
- William D. Anton, Ph.D., Executive Coach, Founder of CEOeffectiveness.com