The Dollarization Discipline: How Smart Companies Create Customer Value...and Profit from It - Hardcover

The Dollarization Discipline shows organizations how to effectively communicate the economic value created by their products and services. Every day, good companies suffer because they create financial value for customers but aren't able to keep their fair share. This is because most marketers cannot fully articulate the value customers get from their products, and the argument falls to the lowest common denominator-price. The solution is an approach to sales and marketing that goes beyond articulating features and benefits, but calculates the monetary gain a customer receives in exchange for the price paid. This book offers step-by-step strategies for doing just that.

Dollarization is simple in theory but complicated in practice. Authors Fox and Gregory include helpful charts, how-to steps, and dozens of real-life examples featuring leading companies that illustrate important techniques and help you shape an effective marketing and selling strategy.

This book offers strategies and techniques that will interest CEOs, marketing VPs, field salespeople, and everyone in between. Salespeople will learn how to handle price objections, shorten sales cycles, protect business from competition, get appointments, and more. Marketing professionals will learn to apply Dollarization to new product pricing, market segmentation, even advertising and communications.

Successful companies prosper by discovering how their customers make money and then aligning resources to help those customers make more money. Dollarization is a core discipline that enables firms to put this strategy into practice. With this book, Fox and Gregory include the step-by-step guidance you need to make Dollarization the foundation of your business strategy.

If you believe your company is under-compensated for the real value it delivers to customers, this book will help. Packed with practical advice and real-world wisdom, The Dollarization Discipline presents all the tools and techniques businesses need to turn their value-added into real money.

"THE DOLLARIZATION DISCIPLINE demystifies the often misused term 'value,' and shows how to become a thought partner and sell the true worth of your offering. This book will pay for itself many times over."
–Anthony Parinello, Author, Selling to Vito and Getting the Second Appointment

"Strategic marketing begins with an understanding of how a business creates economic value for its customers. This is a core focus for PPG businesses, and THE DOLLARIZATION DISCIPLINE creatively demonstrates how this thinking can be applied to all aspects of sales and marketing."
–Dennis A. Kovalsky, Vice President, Automotive Coatings PPG Industries

"Read this book and do what it says. Your customers, and your employer, will thank you for it."
–John Chickosky, Vice President, FTS Systems

"A must-read for any business looking to improve sales growth, profitability, and customer retention."
–Dean Graham, Managing Director, CapitalSource Inc.

"THE DOLLARIZATION DISCIPLINE presents powerful concepts with practical implementation ideas. Businesses large and small will benefit from putting Dollarization to work."
–John Vander Vort, Director, Private Markets Group
DuPont Capital Management