The Dollarization Discipline

How smart companies create customer value...and profit from it

By: Jeffrey J. Fox, Richard C. Gregory

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Product code: 20310
ISBN: 0471659509
272 pages
Format: Hb
Published by: John Wiley & Sons, 2004, 1st edition

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The Dollarization Discipline - front page cover image

Description of The Dollarization Discipline

How companies turn value-added into real profits

The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in real dollars and cents wins every time. This book offers a step-by-step strategy for doing just that.

Every day, good companies suffer because they create value for customers but aren’t able to keep their fair share. This is because most marketers can’t fully explain 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 value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value–and also let’s the seller prove it to the customer!

With real case studies and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers and business leaders to prove the value of their "value-added".

The Dollarization Discipline - Chapter headings

SECTION 1: INTRODUCTION TO DOLLARIZATION
1. Introduction to Dollarization
2. Value is a Number
3. Why Dollarize?
4. After the Bubble Burst

SECTION 2: DOLLARIZATION AND SELLING
5. Dollarization and Selling
6. Dollarization and Selling Something New
7. Shortening the Sales Cycle
8. Dollarization to Protect and Keep Business
9. Removing Doubt in the Seller's Mind
10. Dollarization to Get a Prospect’s Attention
11. Dollarization and Channel Partners
12. Dollarization and Selling Services

SECTION 3: DOLLARIZATION AND MARKETING
13. Dollarization and Marketing Communications
14. Pricing New Products
15. Dollarizing and Market Segmentation
16. Dollarization in Consumer Marketing
17. Dollarization and the Commodity Myth
18. Dollarization and New Product Direction

SECTION 4: DOLLARIZATION TECHNIQUES
19. The Mechanics of Dollarization
20. How to Dollarize Any Benefit
21. Developing Dollarization Data
22. Making Dollarization Work with the Customer
23. Constructing the Customer Value File
24. The Dollarization Doctrine: Ten Rules for Successful Dollarization

Authobiography of Jeffrey J. Fox, Richard C. Gregory

Jeffrey J. Fox (Gilford, New Hampshire) is the founder and President of Fox & Company, Inc., a marketing consulting firm. Fox is also the author of the bestsellers How to Become a CEO, How to Become a Rainmaker, and How to Become a Great Boss. Richard C. Gregory (Farmington, Connecticut) is a Senior Consultant with Fox & Company.

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