How Customers Buy…& Why They Don’t

Mapping and Managing the Buying Journey DNA

Martyn R. Lewis

Sales Is The Problem

How Customers Buy…& Why They Don’t offers companies the key to their success. Frankly, most companies have no clue about why customers buy their offerings. In this book, sales guru Martyn R. Lewis introduces a simple yet game-changing concept that tells companies why. Namely, focus on the customer instead of the company. In a word, Lewis invents and pioneers his profound new business model of Outside-In Revenue Generation.

Outside-In Revenue Generation Is The Solution

Sadly, companies get so preoccupied with themselves, they forget about their customers. To overcome this hurdle, first, he destroys the false notion that customers buy because of the value they see in an offering. Then, second, he explains that once a company prioritizes customers over company, they can map a path to success. Third, and he means this literally, he spells out how to map the Buying Journey DNA. In addition, he explains and provides examples of his robustly practical Market Engagement Strategy.

It makes no sense to try to generate revenue when you are in the dark about how customers buy. Thankfully, Lewis teaches the secrets of how customers buy. More importantly, he explains why they don’t. Not only that, but he walks the reader step-by-step through how to implement the Buying Journey DNA. Above all, this book presents a comprehensive and very readable introduction to a bold new approach to business development. Further, it allows you to discover the logic and formulae for success in today’s business world. Ultimately, it makes it possible to acquire strategies and techniques—all eminently practical and immediately implementable—for your company’s success.

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Radius provided an incredibly valuable and highly professional service throughout the journey of publishing my book “How Customers Buy…& Why They Don’t”. Mark Fretz went above and beyond in his provision of knowledge and expertise. Not only an invaluable service, but fun too.

Martyn R. Lewis