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The Dollarization Discipline

THE DOLLARIZATION DISCIPLINE was named a Top 30 Business Book and was also named  by the publishers of Soundview Executive Book Summaries to the “Art of Selling Collection,” as one of the 15 all-time best books for sales professionals.  First published in 2004, THE DOLLARIZATION DISCIPLINE made several appearances in the top 10 business books list at Amazon, where it remains an active seller in both hardback and Kindle editions.  THE DOLLARIZATION DISCIPLINE has been translated into Polish and Russian.


Richard C. Gregory

Jeffrey J. Fox

  • Hardcover: 272 pages
  • Publisher: Wiley; 1 edition (September 3, 2004)
  • Language: English
  • ISBN-10: 0471659509
  • ISBN-13: 978-0471659501


From the Book Jacket

The concept of Dollarization was first introduced in Jeffrey Fox’s bestselling books How to Become a Rainmaker and How to Become a Marketing Superstar. Now, he and Rick Gregory present this compelling, effective principle in full detail so you can apply it to your business.

The Dollarization Discipline shows organizations how to effectively communicate the economic value created by their products and services. Every day, good companies suffer because they create financial value for customers but aren’t able to keep their fair share. This is because most marketers cannot fully articulate 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 gain a customer receives in exchange for the price paid. This book offers step-by-step strategies for doing just that.

Dollarization is simple in theory but complicated in practice, so authors Fox and Gregory include helpful charts, how-to steps and more than 90 real-life cases featuring leading companies that illustrate important techniques and help you shape effective marketing and selling strategy.

This book offers strategies and techniques that will interest CEOs, Marketing VPs, Field Salespeople and everyone in between. Salespeople will learn how to handle price objections, shorten sales cycles, protect business from competition, get appointments and more. Marketing professionals will learn to apply Dollarization to new product pricing, market segmentation, even advertising and communications.

Successful companies prosper by discovering how their customers make money and then aligning resources to help those customers make more money. Dollarization is a core discipline that enables firms to put this strategy into practice. With this book, Fox and Gregory include the step-by-step guidance you need to make Dollarization the foundation of your business strategy.

If you believe your company is under-compensated for the real value it delivers to customers, this book will help. Packed with practical advice and real-world wisdom, The Dollarization Discipline presents all the tools and techniques businesses need to turn their value-added into real money.

Rick GregoryThe Dollarization Discipline