The New Experts
Win Today's Newly Empowered Customers at Their 4 Decisive Moments
By: Robert H. Bloom
Published: September 1, 2010
Format: Hardcover, 160 pages
ISBN-10: 1608320243
ISBN-13: 978-1608320240
Publisher: Greenleaf Book Group
"Buyers no longer who they buy from", writes former US Chairman and CEO of Publicis Worldwide, and widely respected authority on business strategy Robert H. Bloom, in his visionary and results oriented book The New Experts Win Today's Newly Empowered Customers at Their 4 Decisive Moments. The author describes the revolution that has been taking place in buyer behavior that has placed the customer in control of the marketplace.
Robert Bloom attributes to this massive transformation of the relationship between buyer and seller to the power of the internet. Online technology has facilitated the empowering of consumers to exercise control of the transaction. A potential customer has the power, at the click of a mouse, to move the purchasing decision to another seller. The author points out that this massive and fundamental change has gone relatively unnoticed because of the strong economy of the past decades. Unfortunately for complacent marketers, those days of easy and effortless sales are now long gone. These confident new buyers are described by the author as "the new experts", and they present a challenge to sellers that must be addressed if the company is to survive.
Robert H. Bloom (photo left) recognizes that customer loyalty may have been a casualty of this quiet revolution in buyer behavior. The author presents some real world proven solutions for sellers to win and retain their customer base. Robert Bloom emphasizes that a purchase decision of any size is not an isolated event, but is the end result of a progression. The author describes the critical decision points in the buying process, and how to make a company the choice at each location in the progression:
* The now or never moment - your first brief contact
* The make or break moment - the lengthy transaction process
* The keep or lose moment - the customer's continued usage
* The multiplier moment - repeat purchase, advocacy, and referral
For me, the power of the book is how Robert Bloom describes the overlooked transformation of the buyer into the person who holds the power of technology, information, almost unlimited choice, and the ability to comparison shop in seconds. At the same time, the author provides practical techniques for marketers and sellers to attract new customers, and to prevent the flight of existing customers. The author explains how and why customers are wielding their new found power in an understandable format. Combining the explanations with real world examples, Robert Bloom creates realistic and readily applicable concepts to create and retain customers.
The author demonstrates clearly the necessity of sellers to change the way that they think and they manner in which they approach the challenge and opportunity presented by the empowered customer of today. Robert Bloom reminds his readers that the new customer and seller dynamic will not be reversed, and that the previous balance will not be returning as the norm. Instead, any business leaders who embrace the reality of empowered customers and their demands, will establish a competitive advantage over the competition at all of the points on the buying progression continuum.
I highly recommend the important and must read book The New Experts Win Today's Newly Empowered Customers at Their 4 Decisive Moments by Robert H. Bloom, to any business leaders and marketers who are serious about understanding the transition of power from the seller to the empowered buyer. The book diagnoses the issue well, and provides realistic solutions.
Read the practical business strategy book The New Experts Win Today's Newly Empowered Customers at Their 4 Decisive Moments by Robert H. Bloom, and discover why today's customers are flexing their buying muscle in new and challenging ways. This book teaches business leaders how to regain the balance with the customers, that will put your company in front of your competition.
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