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^ 'In the
News' Index 
February 20, 2007
Hit Sales Book The MIND OF THE CUSTOMER Continues Gaining Momentum; Enters Fourth Printing
SCOTTSDALE, Ariz.--(BUSINESS WIRE)-- The Real Learning Company:
Cutting-edge Authors Leverage Web 2.0 Tools to Promote Book.
- THE MIND OF THE CUSTOMER: How Great Companies Like UPS,
Lexus, and Nokia Have Reinvented the Sales Process to Accelerate Their Customers' Success (McGraw Hill, 2006), by Richard Hodge and Lou Schachter is entering its fourth printing.
- Hit book examines tactics and lessons learned from world-class sales forces and shows sales professionals how to get to the next level of success with a new approach to selling based on helping customers achieve their key business objectives.
- Hodge and Schachter are Founder and the Senior VP, respectively, of The Real Learning Company (a BTS Company), and have earned a national reputation for the innovative learning programs they've customized for sales teams at such companies as American Express, Bristol-Myers Squibb, Georgia-Pacific, Lexus, Sun Microsystems, Time Warner, Toyota, and UPS.
- The Mind of the Customer leverages many aspects of new media to enhance the wealth of knowledge presented in the book including a 8:48 minute trailer on YouTube, podcasts and an online web toolkit.
- Other publishers have also taken the step of a "video trailer" – a mini movie, not just a video-taped book reading - to promote their book on YouTube, the site with 20 million visitors per month; For The Mystery Guest, by Gregoire Bouillier, a compelling "film noir" trailer on YouTube became the sole marketing vehicle for promoting the book.
- Additionally, the authors are appealing to a global audience by making the video short of the book parable, "One Last Customer" available in both English and Spanish.
- While the book is printed by a large publishing house, it is not uncommon for authors to self-promote their books, but it is a new developing trend that authors are using social media tools to reach out to a broader, Internet savvy audience.
You Tube Links:
Podcast Link:
Quotes:
"We are thrilled at the success of The Mind of the Customer. We understand that to fully grasp a concept, most people need more than just words on paper. The concepts in our book take on a different feeling when you hear them on a Podcast or see the video on YouTube."
– Richard Hodge, co-author, The Mind of the Customer.
"It's a very competitive landscape for business books today, and we've succeeded in being heard with an entertaining, quality video and from great reviews from our own customers. There's no going back to print-only marketing,"
– Lou Schachter, co-author, The Mind of the Customer
About The Mind of the Customer
The trainers of the world's best sales forces unveil a new way of selling that redefines success. Gone are the days when salespeople sold products. Today they are expected to offer ideas, advice, perspective, information, wisdom and value that will improve their customer's business and provide a return on their investment. Few salespeople have achieved this level of mastery or know how to get there. In THE MIND OF THE CUSTOMER: How Great Companies Like UPS, Lexus, and Nokia Have Reinvented the Sales Process to Accelerate Their Customers' Success (McGraw Hill), Richard Hodge and Lou Schachter of The Real Learning Company (a BTS Company), show sales professionals how to get to the next level of success with a new approach to selling based on helping customers achieve their key business objectives. For more information or to purchase The Mind of the Customer, please visit www.mindofthecustomer.com or Amazon.
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