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Welcome to Unit Three, “Unleash Your Brand’s Worth-It Power At Every
Stage in the Customer Purchase Cycle.” This chapter, the first of ten, is
entitled, “The Customer’s Five Worth-It Questions.”
If you’ve read my book, Taming the Search-and-Switch Customer, or
studied the two previous volumes in this solutions package, you are
already familiar with these I've questions. But that’s a good thing! These
questions are worth a careful look again and again. That’s because each
of these questions contains a unique principle about how value registers
in the minds and hearts of your brand’s B2B buyers.
Said another way, each of these questions encompasses an important
customer value hurdle that you brand must cross to win and keep today’s
search-and-switch prone customers.
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