Your Key to Understanding What Matters to Your Buyers

Why this book?

Another start to the year where I promise myself to do more sports. Likewise, I hear sales managers making loose promises to be even more customer-centric, focused, or, yes, why not, customer-obsessed. And yet, similar to my six-pack that will likely never come, sales managers keep firefighting (little) problems and don’t really get their organization centered around the customer.

The buyer is changing, but not as fast as LinkedIn posts or sales conference presentations might tell you. The change is based on little incremental steps. Try to understand the buyer a bit better, and they will lower their guard.

What do your customers want to share with you? I have written it down in this book, The Buyer’s Balance. I wrote it in a similar way as I would explain it to business managers over dinner: to the point, not too academic, and not fluffy.

On a personal note, I feel proud that I didn’t use any Gen AI to write 270 pages and that 50% of my royalties will go to support promising cancer research.

This is the backcover text of the book The Buyer’s balance.

“Have you ever wondered why satisfied customers don’t always stay loyal customers?
Why do so many companies adopt new sales or enabling technologies, but still fail to
see the expected increases in turnover or customer satisfaction? And why do buyers
always expect more from your company, despite your yearly innovations?
The answer is both complicated and simple. It’s complicated because it requires
changing outdated thinking and processes. However, understanding your customer
becomes simple when you start thinking like a buyer.
As you read this book, you will put on your buyer’s goggles and learn how to
provide greater value to your customers. Create a smarter, more balanced customer
experience based on customer insights.”

How to get a copy of The Buyer’s Balance?

Easy. You can choose from a wide range of online bookstores via this link, or get your copy in Standaard Boekhandel or Fnac in Belgium.