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How to increase your sales & profits

This book report aims at giving an idea about the content of the Gough’s (2006) book -‘The Hidden Customer Value: How to increase your sales & profits’-. First, the body of the report aims at giving a general idea about the book, the writer’s style, the impact of the book and some key insights derived from the book. Then, the report ends with a conclusion to generally evaluate the book and summarize the key insights derived from reading it. II. Body of the Report

This section aims at giving a general idea about the book, the content in brief, the writer’s style, the impact of the book on the reader (or me in this case), and some key insights derived from the book. Gough, R. (2006) -in his book ‘The Hidden Customer Value: How to increase your sales & profits’- provided a practical guide to customer relationship management (or CRM) for small businesses in specific and its relationship with sales management, by giving his thirty years experience in the marketing and sales field.

The main goal of the book is to show the ‘hidden customer value’- as mentioned in the title- and to make readers realize what could ‘customer relationship management (CRM)’

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mean for their business to get this hidden value ‘increased sales and profits’ by aligning CRM strategy with the business strategy. And this goal is achieved in his interesting unstructured step by step guide. His writing style “dialogue” made it easy for readers to absorb what is meant by customer relationship management (CRM) and to be inspired to reshape business strategy with a new customer relationship management strategy.

The reader will realize the fact that this book is not an academic book right from the first moment. It is like giving ‘tips’ for better customer relationship management (CRM) for small businesses level. However, this tips style is what makes the experience of reading the book more interesting and it encouraged the reader to go through the book and even finish it. The book’s content –in brief- is not structured or categorized under main CRM sub-topics or categories. Otherwise, it is like sequential steps to achieve a better CRM.

He started by setting the foundation for the CRM in the first sections (first things first, a real CRM strategy? , raving fans- understanding your customers, understanding loyalty). Then, he started to take the reader through each step to create this CRM in the following sections (customer feedback, value your customer, keeping in tough, offer something useful, call to action). Then and only then, he started to link CRM to the sales process in the sales part (managing the sales process, are you making the most of your leads? , sales ration.. ). He also gave a brief idea about available CRM tools.

Then, finally, the author ended the book with the 6 step plan to increase profits. Now, it’s time to discuss the impact of the book and some key insights driven from it. For example, the book does not begin with boring introduction and a punch of academic definitions for the ‘Customer Relationship Management’ (CRM) concept, the author took the ‘strike’ approach and gave a survey results for the meaning of being ‘customer-centric’. This start gives the reader the feeling that he/she won’t waste the time to find a suitable definition for the ‘customer-centric’ concept.

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