The Dollarization Discipline

How companies turn value-added into real profits The Dollarization Discipline shows organizations and marketers howto effectively communicate the economic value created by theirproducts and services. Too often, when companies compete usingconventional sales and marketing approaches, they force customersto make financial decisions (how much to spend), based onnon-financial arguments (product features and benefits). On thisplaying field, the company that can show true financial advantagein real dollars and cents wins every time. This book offers astep-by-step strategy for doing just that. Every day, good companies suffer because they create value forcustomers but aren't able to keep their fair share. This is becausemost marketers can't fully explain the value customers get fromtheir products, and the argument falls to the lowest commondenominator-price. The solution is an approach to sales andmarketing that goes beyond articulating features and benefits, butcalculates the monetary value a customer receives from a product orservice. This enables the seller to price the product as a truereflection of its value-and also let's the seller prove it to thecustomer! With real case studies and detailed, step-by-step guidance oneffective dollarization, The Dollarization Discipline finallyoffers a practical, straightforward way for marketers and businessleaders to prove the value of their "value-added." Jeffrey J. Fox (Gilford, New Hampshire) is the founder andPresident of Fox & Company, Inc., a marketing consulting firm.Fox is also the author of the bestsellers How to Become a CEO, Howto Become a Rainmaker, and How to Become a Great Boss. Richard C.Gregory (Farmington, Connecticut) is a Senior Consultant with Fox& Company.