How Customers Buy…& Why They Don’t: Mapping and Managing the Buying Journey DNA

Martyn R. Lewis makes the compelling argument that instead of focusing on their own internal view of how to position and sell their offerings, companies must look to the external reality of how their customers actually buy.

Essentially blowing away the threadbare notion that customers buy because of the value they see in an offering, Lewis unveils a profound new business model that rests on his pioneering concept of Outside-In Revenue Generation.

He shows that vendors are too often trying to solve the wrong problem because time and time again, customers actually do “get it”, they understand the offering and truly believe in its value, and yet they still hesitate or fail to buy.

From his transformational decoding of the Buying Journey DNA through to the robustly practical Market Engagement Strategy, Lewis shows that for those whose success and livelihood depends upon positive revenue generation, the only rational course of action is to map, manage and positively influence the end-to-end Customer Buying Journey.

Results-based from over twenty years of research with hundreds of companies and thousands of interviews, How Customers Buy…& Why They Don’t is a guide for success in today’s interconnected business world. This book presents a comprehensive and very readable introduction to a bold new approach to business development.

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