Pain Killer Marketing: How to Turn Customer Pain into Market Gain

( 6 )

Overview

Both business and customers feel pain when standards are not met. To kill this pain, a business must do more than conduct market research; it must know what to do with this information. Pain Killer Marketing presents effective methods for listening to and collecting "customer pain". More importantly, it demonstrates how to implement data and drive profits. An excellent reference for "C" level executives, product managers, market research practitioners and those wanting to become more "customer-centric". Anyone ...
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Overview

Both business and customers feel pain when standards are not met. To kill this pain, a business must do more than conduct market research; it must know what to do with this information. Pain Killer Marketing presents effective methods for listening to and collecting "customer pain". More importantly, it demonstrates how to implement data and drive profits. An excellent reference for "C" level executives, product managers, market research practitioners and those wanting to become more "customer-centric". Anyone who has a "suffering" customer, internal or external, can benefit from Pain Killer Marketing.
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Product Details

  • ISBN-13: 9780832950162
  • Publisher: New Win Publishing, Incorporated
  • Publication date: 4/17/2008
  • Pages: 256
  • Product dimensions: 9.30 (w) x 9.76 (h) x 0.98 (d)

Meet the Author

Chris Stiehl is a market-research and strategic-consultant for companies like Palm, Cisco, LifeScan (Johnson & Johnson) and other "high tech" companies. With over 30 years of experience Stiehl has worked in product design, competitive intelligence and market research for, PG&E, Polaroid Corporation, B.F. Goodrich, and the Cadillac Motor Car Division of GM, including participating on their winning Malcolm Baldrige National Quality Award team. Chris has taught at the University of Michigan, Harvard University, UC San Diego, and UC Berkeley.

Henry DeVries is founder of the New Client Marketing Institute. He has coached thousands of companies on how to find new customers. Henry has served as member of the executive education faculty at UC San Diego over 20 years, completed specialized studies at Harvard Business School. The author of Self-Marketing Secrets and Client Seduction, Henry is a sought-after speaker where he reveals in fun and humorous ways more than 1,000 pragmatic strategies to achieve marketing returns of 400% to 2,000%.
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Table of Contents

Contents

Acknowledgements

Introduction

1. Are You into Pain?

2. The Big Equation of Business

Section One: Finding The Pain of The Customer

3. The Small Town Movie Theater Example

4. Stale Popcorn Into Fresh Popcorn

5. Who Else Wants To Turn Pain Into Marketing Gain?

6. How to Attract All the Customers You Need

7. Why Worry About the Pain of the Customer

8. Collect the Pain of the Customer

9. Use the Pain of the Customer to Write Value Propositions

10. How To Manage Consultants the Pain Point Way

11. The $3 Million Leather Seat

12. Changing Needs Over Time: The Kano Model

13. How Do I Develop Good Internal Predictive Metrics?

14. The House of Quality (Quality Function Deployment)

15. How Do I Develop Good Customer Satisfaction Surveys

16. Importance Versus Performance

17. Satisfaction Versus Excellence Versus Loyalty

18. How Do I Know Who Is Doing the Best

19. I s Customer Satisfaction Enough?

20. How Do I Test My Metrics

21. Building Your Pain of the Customer Team

22. How Do I Manage My Budget Painlessly

Section Two: Turning the Pain Into Customers

23. How To Fill Your Pipeline In Three Steps

24. Cracking Your Marketing Genetic Code

25. Less Hype and More Help

26. The Top 14 Ways To Generate Leads

27. YourPain-Killer Web Site

28. Five Ways To Increase Your Persuasion Power

29. Something You Probably Didn't Know About Search Engines

30. To Those Who Would Never Dream of Writing a Book

31. How To Stage Pain-into-Gain Seminars

32. Where To Go Next: Employees

33. Summary: Putting It All Together

Appendix
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Customer Reviews

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Sort by: Showing all of 6 Customer Reviews
  • Anonymous

    Posted May 28, 2008

    right on target

    These guys really are right on target when it comes to focusing on the customer. The format of the book is easy to follow and the bullets at the end of each piece highlight important concepts. It is very clearly thought out and I like how each chapter builds on concepts from earlier chapters.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 3, 2008

    Great food for thought!

    What a fantastic back to basics marketing book! I am in the process of opening my own marketing consulting company and after reading this book was encouraged to rewrite some of my business plan to accomodate some of the customer centric thinking highlighted in the text. Ideas in this book are clearly and concisely presented and really help bring thinking back to a customer-centric ideology.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted July 9, 2008

    A reviewer

    Pain Killer marketing excels in focusing on the core of business success- customers. It develops a logical, practical approach to understanding customers and delivering goods and services they will value. The section on the rules for developing good internal metrics for tracking and predicting success was quite useful. I bought the book and gave it to several of our key leaders!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted April 23, 2008

    A cure for customer rejection

    Chris and Henry present the basics of marketing into a refreshing approach with a creative and insightful twist that businesses 'for profit, public and non-profit' tend to forget at one time or another. I found the 'checklist' at the end of each chapter a helpful summary as well as a great place to go back and review. This book is enjoyable to read, and once applied, I wouldn't be surprised to see the sales profit margin grow!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 13, 2008

    Great Insights

    This book provides some unique insights that I have not seen elsewhere, nicely organized into a practical and really usable guide. I'd recommend this for anyone with a product or service who wants more visibility and more sales. Good stuff!

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  • Anonymous

    Posted May 27, 2008

    An interesting read

    It shouldn't be surprising that successful marketers could write an engaging book that captures the reader - that is their forte, right? But marketing is just so far from my line of work, I was surprised that Pain Killer Marketing pulled me in. Once I picked it up off the coffee table while waiting for a friend, I couldn't put it down. The anecdotes clearly illustrate the author's unique perspective on complex marketing principles in a simple, yet engaging way. An interesting read, indeed!

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