A systematic approach to making your customers more money and capturing your fair share

Winning With Customers is a practical toolset for B2B companies to make better customer-informed decisions, sell value effectively, and continuously understand and improve their value proposition.

Grab a copy of the book today at Amazon, Barnes & Noble, or your favorite book store.

Ask yourself:

  • Do you deeply understand your customers' needs?
  • Is your customer understanding financially rigorous?
  • Does your customer data find its way into planning or execution?
  • Is there repeatable process that gets better?
  • Is your organization aligned and involved?
  • Does your organization have a playbook for execution?
Jerry, Keith and the team have created one of the first systems I have found that truly allows us to learn what our customer values and use that information in the daily operation of the business, from investments to sales planning and execution. The logic of what they have done is flawless and brilliant. What is even more powerful is that it is all based on an approach that creates tools and capability which will generate benefit for our customers and our company for years to come.

Karel Czanderna
Group President, Building Materials, Owens Corning


This book captures the invaluable lessons learned from a nearly decade long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (“B2B”) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (“CVC”) science been significantly advanced, it has been proven by real world application is numerous B2B settings. This book provides a deep insight into the discoveries that can help you win with your customers and ultimately increase the value of your business.

Glenn Dalhart
retired Partner, Ernst & Young management consulting


“An invaluable resource for businesses looking to win with customers.”