The New Experts
Book

The New Experts

Win Today's Newly Empowered Customers at Their 4 Decisive Moments

Robert H. Bloom
Greenleaf Book Group, 2010
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Editorial Rating

6

Qualities

  • Well Structured
  • Concrete Examples
  • For Beginners

Recommendation

Today’s customers hold vast power, and they know it. They can choose from an endless array of products and services. The Internet keeps them informed about companies and their offerings and enables them to purchase items from virtually anywhere across the globe. How do firms survive in this challenging buyer-centric market? Business growth maven Robert H. Bloom offers some expert ideas. Through numerous valuable, informative case histories of successful and unsuccessful businesses, he shows how to win even the toughest customers. Though his book is easy to read, some of its points – for example, offer great service after the sale, be likable, think like the customer – are fairly pedestrian precepts any responsible company tries to meet. Still, Bloom offers useful sales guidance and interesting vignettes of companies that work hard to exceed customer expectations. getAbstract recommends his book to corporate leaders, as well as to marketing, sales, and operations and customer-service managers.

Summary

Buyers Call the Shots

Sellers once controlled commercial transactions, but now buyers are firmly in charge. Today’s consumers can choose from a vast array of worldwide, competitive offerings. Since the 2008-09 recession, buyers have learned they can capitalize on sellers’ weakened economic positions. At the same time, their devotion to businesses they previously patronized has seriously diminished. In fact, research shows that only 20% of those who purchased cars in 2009 acted on brand loyalty, compared to 80% during the 1980s. Buyers want the best deal.

The Internet and other technologies also have empowered buyers in unprecedented ways. Before the web, consumers had to go to retailers and manufacturers for first-hand information on products. Businesses could decide to share this information or not, according to their own interests. Before credit emerged, retailers controlled credit terms; they could choose to extend it or refuse it. And before debit cards and ATMs, banks shaped consumers’ financial decisions, including how and when clients could access their own funds. Thus, consumers did not possess the predominant buying power – sellers did.

Not anymore. ...

About the Author

Robert H. Bloom is the former US chairman and CEO of Publicis Worldwide. He wrote The Inside Advantage: The Strategy That Unlocks the Hidden Growth in Your Business.

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