The Dollarization Discipline (PDF)

How companies turn value-added into real profits

The Dollarization Discipline shows organizations and marketers how
to effectively communicate the economic value created by their
products and services. Too often, when companies compete using
conventional sales and marketing approaches, they force customers
to make financial decisions (how much to spend), based on
non-financial arguments (product features and benefits). On this
playing field, the company that can show true financial advantage
in real dollars and cents wins every time. This book offers a
step-by-step strategy for doing just that.

Every day, good companies suffer because they create value for
customers but aren't able to keep their fair share. This is because
most marketers can't fully explain the value customers get from
their products, and the argument falls to the lowest common
denominator-price. The solution is an approach to sales and
marketing that goes beyond articulating features and benefits, but
calculates the monetary value a customer receives from a product or
service. This enables the seller to price the product as a true
reflection of its value-and also let's the seller prove it to the
customer!

With real case studies and detailed, step-by-step guidance on
effective dollarization, The Dollarization Discipline finally
offers a practical, straightforward way for marketers and business
leaders to prove the value of their "value-added."

Jeffrey J. Fox (Gilford, New Hampshire) is the founder and
President of Fox & Company, Inc., a marketing consulting firm.
Fox is also the author of the bestsellers How to Become a CEO, How
to Become a Rainmaker, and How to Become a Great Boss. Richard C.
Gregory (Farmington, Connecticut) is a Senior Consultant with Fox
& Company.