Current Amazon Rating:

Non-US Customers: Buy Direct



"What's enchanting?
A book that tells you exactly how to grow your revenue."
- Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions

"The recipe for success . . . customers will get what they want, when they want it . . . you will see more revenue, greater brand loyalty, real relationships, and a competitive edge."
- Martin Zwilling for Forbes
"Roadmap to Revenue is an insightful, practical and useful book oozing with experience."
- Maz Iqbal, TheCustomerBlog.com
"Every now and then a business book rises from the chaos and says 'Must Read.' This is that book."
- Craig Stull, Founder and CEO, Pragmatic Marketing Inc.
"Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy delivers exactly what the title promises: detailed steps to better understand your customer and match their buying process so they buy more from you."
- Joe Rawlinson, Return Customer
"One of America's most famous marketing strategy consultants."
- Anne Holland, President, Which Test Won
"A total professional."
- Thomas Baker, Owner, Open Field Partners and original founder of WSJ.com
"No one is better at knowing how customers think."
- Jeffrey Tarter, CEO, Association of Support Professionals
"Kristin Zhivago is one of the smartest marketers I know."
- Gerry McGovern, founder and CEO of Customer Carewords


Resources



ROADMAP TO REVENUE PROCESS OVERVIEW


Shows the entire Roadmap to Revenue process - the three main phases (Discovery, Debate, Deploy). (1.4M PDF)


BUYING PROCESS MAPPING TEMPLATES AND GUIDES

Here are the Guides and Templates for each level of Buyer Scrutiny: Light, Medium, Heavy, and Intense.


Guides: PDF files. Pages straight from the printed book, which do not appear in this more convenient, side-by-side format in the ebook versions. Describes the typical customer buying process activities and associated company activities for that level of product or service.


Templates: Excel files. Use these templates to map out the customer's buying process for your product or service during the Brainstorming and Planning Meeting described in the book. The chapters on each Scrutiny level, which also contain the Guides, provide a great deal of buyer behavior information that will help you get started. I suggest that you read those chapters before using these templates.


Let us know if there is anything we can do to improve these tools. Send an email to kristin at zhivago dot com. Thanks!


Light Scrutiny Buying Process Guide (1.4M PDF)
Light Scrutiny Buying Process Template (18k XLS)
"See it, ask a few questions, buy it."
Light Scrutiny products or services are inexpensive (one to tens of dollars). The customer only asks a few questions, and the buying process happens in minutes. Some examples: Food, souvenirs, trinkets, freeware, batteries, simple hand tools, extension cords, grooming items, craft items, and small-commitment services such as dry cleaning.


Medium Scrutiny Buying Process Guide (1.4M PDF)
Medium Scrutiny Buying Process Template (18k XLS)
"See it, ask 15 - 20 questions, compare your options, buy it."
Medium Scrutiny products or services are a little more expensive (tens to hundreds of dollars). The customer asks 15 - 20 questions. The buying process takes minutes to hours. Some examples: Clothing, appliances, inexpensive software, stationary power tools, components for manufacturing, office equipment, lawn mowers, and services such as hair cutting, jewelry repair, and cleaning services.


Heavy Scrutiny Buying Process Guide (1.4M PDF)
Heavy Scrutiny Buying Process Template (18k XLS)
"See it, contact a salesperson, ask 25 - 50+ questions, take it for a test drive, sign a contract, buy it."
Heavy Scrutiny products or services are expensive (thousands to millions of dollars). The customer asks 25 - 50+ questions. The buying process takes weeks or months. There is always a salesperson involved; a test drive, demo, or pilot project; and a contract. Some examples: Cars, houses, complex business systems, recreational boats/yachts/vehicles, private jets, and expensive/complex medical services.


Intense Scrutiny Buying Process Guide (1.4M PDF)
Intense Scrutiny Buying Process Template (18k XLS)
"See it, contact a salesperson, ask 25 - 50+ questions, take it for a test drive, sign a contract, buy it - and then get married."
Intense Scrutiny products or services are expensive (many thousands to billions of dollars). The customer asks 25 - 50+ questions. The buying process takes weeks, months, or even years. The buying process is ongoing; the buyer decides, as services are performed, if he wants to continue the relationship. There is always a salesperson involved; a test drive, demo, or pilot project; and a contract. Some examples: All professional consulting services, large-scale development projects, very expensive custom products, nursing home facilities, and ongoing medical services.