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The Power of Why: Breaking Out in a Competitive Marketplace Hardcover – April 23, 2013

by C. Richard Weylman (Author)

4.2 208 ratings

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Does your competitor always get the sale, even though your products and service are just as good, if not better? Why are some companies’ once-trusted brands now deemed worthless? Do you have to continually sell to your existing customers as though they are brand new ones?

After many years of diligent research and work with a wide range of clients, consultant and speaker C. Richard Weylman has the answer to these questions.

Customers don’t care if a business is different or that its products are unusual. Trumpeting achievements such as “We were voted #1 again,” “Rated best service three years running,” or “We’re experienced” doesn’t engage buyers emotionally. It is seller-centric thinking in a buyer-centric world.

When customers decide where to buy, they have one thing in mind: Why should I do business with this company? Will it solve my problem, today? Buyers want to do business with companies willing to make a customer-centric promise of expected outcome: up-front and unconditional. This isn’t just a slogan; it has to be in the company’s DNA, consistently delivered through all parts of the organization.

The Power of Why shows readers how to elevate their business performance regardless of their situation or position. Offering the same actionable, hands-on strategies Weylman has used to help companies of all sizes grow in the toughest conditions, The Power of Why is the new manual for business survival and growth.

Editorial Reviews

Review

“The Power of Why is great reading and can be of use to all of those looking to come out on top.” — Donald J. Trump, Chairman and President of The Trump Organization

"Richard Weylman is still knocking doors down with brilliant distilled wisdom. To those who discover The Power of Why, I can only say 'Read and Reap.'"—Christopher Forbes, vice chairman, Forbes Media

“This book is a game changer! Richard has cracked the code for business growth.” —Jeffrey J. Fox, Bestselling author of How To Become A Rainmaker, How to Be A Fierce Competitor, and The Transformative CEO

“Richard’s book should be on every business owner’s desk. It is a must read for anyone engaged in sales and especially for those who hold customer service paramount.” — Richard S. Bernstein, CEO of Richard S. Bernstein & Associates, Inc.

"The Power of Why takes you on a wonderful journey of discovery that will elevate your customers' experiences while elevating your own business performance.” - Milton Pedraza, CEO of Luxury Institute, LLC

"Your customer holds the power for your professional success. The Power of Why will show you how to meet their needs with value to boost your business to amazing heights."—Dr. Nido Qubein, president, High Point University, and chairman, Great Harvest Bread Co.

About the Author

C. Richard Weylman , Chairman of Weylman Consulting Group and CEO of The Weylman Center for Excellence in Practice Management, is a highly sought-after sales and marketing consultant, speaker, and media expert. His writings have been featured in Investment Advisor, Fundfire, NALU, GAMA News Journal, and on WSJ.com and Forbes.com.

Product details

Publisher ‏ : ‎ New Harvest; 1st edition (April 23, 2013)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 176 pages
ISBN-10 ‏ : ‎ 0544026888
ISBN-13 ‏ : ‎ 978-0544026889
Item Weight ‏ : ‎ 10.2 ounces
Dimensions ‏ : ‎ 5.5 x 0.75 x 8.25 inches

Best Sellers Rank: #1,686,056 in Books (See Top 100 in Books)
- #212 in Product Management
- #730 in Market Research Business (Books)
- #16,978 in Leadership & Motivation

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4.2 208 ratings

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C. Richard Weylman

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Orphaned at age 6, C. Richard Weylman overcame that obstacle and has developed several successful businesses. As a result he is passionate about helping others understand today's marketplace, and elevate their business performance. Considered one of the leading authorities on marketing innovation and understanding the customer perspective, Chris Forbes vice chairman of Forbes Media refers to his work as “brilliant”.

www.richardweylman.com

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Customers find the book easy to read and providing valuable insights. They say it helps them rethink their business model and provides good information for entrepreneurs.

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Readability Insight

30 customers mention "Readability"30 positive0 negative

Customers find the book easy to read and understand. It provides a clear explanation of how and why sales work. Readers appreciate the simple writing style and highlighters.

"Good Product" Read more

"...Attracting and retaining clients is becoming harder. This book is worth reading. Readability: Light +---- Serious..." Read more

"...Written in a friendly, easily understood fashion, should be very hellpful to entrepeneurs just starting out and those failing." Read more

"The Power of Why is a must read book if you want to understand how to create a customer-centric business resulting in loyal clientele...." Read more

27 customers mention "Insight"27 positive0 negative

Customers find the book insightful and helpful for entrepreneurs. They say it makes them rethink their business practices and provides good information about niches and core values. The book is described as a brilliant expression of a mindset for leaders making things happen.

"...The goal of this book is to improve the performance of you company as well as amplify your presence in your market’s consciousness...." Read more

"I love that this book hones in on the importance of figuring your niche, and providing the customer with what they want and need...." Read more

"...The book is practical, easy to read and will be a manual for business growth for many years to come." Read more

"...This book is a brilliant expression of a mindset that is for leaders making things happen...." Read more

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Federic D Costilla
Good Product
Reviewed in the United States on January 4, 2025
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Ian Mann
How to capture clients
Reviewed in the United States on March 2, 2014
Verified Purchase
NO MATTER what service or products you sell, the market place is crowded with alternatives to your offering.

The goal of this book is to improve the performance of you company as well as amplify your presence in your market’s consciousness. The model is applicable to all manner of businesses, and the book is a six-step guide to the process.

The title, the Power of Why, refers to the starting point of the method - why are your customers buying from you? Typical answers are that you were first to market; you have the lowest prices, the best distribution, and so on.

Other starting questions include: why are your customers shopping around – are they “loyalty neutral”? Why are your competitors winning more business?

The challenge, Weylman explains, is “how to reach, capture, and keep this type of customer whom I define as 'delighted advocates'."

Based on years of research and as many in consulting to companies, Weylman has concluded that the mistake most companies make is rooted in their unique selling proposition (USP). They primarily promote the company from their perspective, not from that of the customer.

Think of how many businesses promote themselves in this way: “We provide unique website designs.” “We were voted number 1 again!” These are examples of being business- or product-centric, and not customer-centric.

Being heard and accepted in this noisy, crowded, ever-changing marketplace has never been harder. To the customer most businesses in the market look, sound, and act the same.

What you do or who you are or how you do it is not the answer to the most important question a business needs to ask. Rather the question is: why would people want to do business with our company rather than another?

The alternative to the USP is the UVP – the unique value promise. When customers are deciding to buy, they have one focus: they want to know how doing business with you will be good for them.

The UVP is focused on emotional meaning, personal benefit, and clear customer outcomes that will capture and keep customers.

What consumers seek is very different now. Weylman has concluded that customers want a business that “believes so strongly in what it can provide that it’s willing to make a clear, buyer-centric promise of outcome - up front, unconditional, and unqualified”.

Thinking you are distinctive is not the same as consumers finding you because you always deliver, at every level of the organisation, and in every contact, on your consumer-centric promise.

Here are some examples of customer-centric promises that have made these companies iconic in their markets.

Olive Garden is a chain of authentic Italian restaurants. Their UVP is: “When you’re here, you’re family.” This is a perfect destination for lovers of Italian food who want casual, relaxed dining where they don’t have to be self-conscious about the kids.

The UVP of Southern Air-conditioning, a repair service, states: “We are on time, or you don’t pay a dime.” If you have waited for hours for your technician to show up (as we all probably have), that would certainly appeal. It is a response to a real need – I do not like waiting around wasting my time. This is of far more appeal than that they have been voted number 1 again.

The steps to take in finding this UVP do not start in the boardroom. Step number one is to go and visit your best clients or customers and ask them why they like dealing with you. Not in general terms, but quite specifically. Weylman recommends taking them out to lunch or coffee and probing for real answers in a casual setting.

This is to be done with a number of customers. Then look for trends and patterns and formulate the most compelling into the UVP.

Having a UVP is very different to living the UVP.

Weylman visited the air-conditioning company and asked them how they were able to achieve their “on time or don’t pay” promise. He was told that they schedule appointments far enough apart to provide a buffer for travel and unexpected or long repairs. They also have “floaters” whose job it is to make every appointment on time, in case the assigned technician is delayed.

Once a company has their UVP, the work begins. Staff need to understand the UVP’s centrality to the company and how to live it. Systems need to be reviewed, refined, or changed to fit in with the UVP. Non-compliance cannot be tolerated and needs to be addressed firmly and fast.

The market is overcrowded. Attracting and retaining clients is becoming harder. This book is worth reading.

Readability: Light +---- Serious
Insights: High --+-- Low
Practical : High +---- Low

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RB
Outstanding!!!
Reviewed in the United States on December 1, 2016
Verified Purchase
I love that this book hones in on the importance of figuring your niche, and providing the customer with what they want and need. This book doesn't tell you to go find something you don't have, to give to the customer. It teaches you how to figure out your niche, by way of communicating with your current customers and implementing what you discover into your company's mission. It's focuses on the importance of the customer, versus being 'me' focused.

I recommend this book for businesses, big and small, seeking to take their business to the next level- from mediocrity to best-selling.

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4 people found this helpful

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Richard H. Cox
refreshing book
Reviewed in the United States on August 29, 2013
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A refreshing albeit largely a review of other motivational materials and books. Written in a friendly, easily understood fashion, should be very hellpful to entrepeneurs just starting out and those failing.

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Jeff Plummer
...a must read for every entrepreneur, CEO, sales professional and anyone wanting to elevate their business results.
Reviewed in the United States on April 25, 2013
Verified Purchase
The Power of Why is a must read book if you want to understand how to create a customer-centric business resulting in loyal clientele. Richard shares from personal experience and many years of consulting examples of companies and individual professionals who have learned the "power" of asking "why". Consumers today are searching for a business willing to make a customer focused promise of expected outcome. The book is practical, easy to read and will be a manual for business growth for many years to come.

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3 people found this helpful

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Jim Payne
A great look at sales improvement.
Reviewed in the United States on October 21, 2021
Verified Purchase
Mr. Weylman does an excellent job walking the reader through how and why sales organizations must be or become consumer focused or perish. An easy read that is both digestable and actionable. Worth the time investment to read for business readers everywhere.

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2 people found this helpful

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Tom Borg
Profitable Mindset Ideas
Reviewed in the United States on June 23, 2014
Verified Purchase
Ever since I first met Richard Weylman in 1992 I have been impressed by his keen insights and thinking.
This book is a brilliant expression of a mindset that is for leaders making things happen. As a business consultant, I am always trying to learn what I can to help my clients. The Power of Why should be in every business owner's library with many dog earred pages and yellow highlights. It is a book I I keep referring to because it is so darn relevant.

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John Harmer
This Book Opened my eyes - WIDE
Reviewed in the United States on June 4, 2013
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I got a sample of this book while looking for something else. Boy, am I glad I did. Richard has written a book that every business owner or aspiring business owner really should read. He has revolutionised my thinking. Not just on customer service,but on all aspects of running my business.Grab a copy of this book and go sit in a corner and read until you finish it. You won't regret it,believe me,

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Top reviews from other countries

PCX100
Not just a great marketing book, but a great business book...for ANY business
Reviewed in the United Kingdom on November 19, 2016
Verified Purchase

Great book. Not only does it just make sense, but it gives guidance on how to communication your distinct customer value proposition to your target customers. I can see how those who do it, and do it well, win. That's what it's all about. I would call this a "must read" for any business leader.

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Nid
Five Stars
Reviewed in Canada on July 21, 2015
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Great read and insights into creating a client centric business.

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6**45
Easy to read
Reviewed in the United Kingdom on August 26, 2013
Verified Purchase
Nice information easily presented and simple. Read in about an hour. Suppliments the 5 why program. How to be different by finding out why seems to make a good point, although I did think it a little obvious. With a bit more meat I would have given it a 5.

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Matthew
Essential reading for business owners and employees alike.
Reviewed in the United Kingdom on January 19, 2016
Verified Purchase
Really easy to read, great advice and appropriate examples and case studies.

Lots of it is 'common sense' and obvious things that we know we should do, but don't do.

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squeaky
Amazing Read
Reviewed in the United Kingdom on November 23, 2014
Verified Purchase
Great read thanks Richard, really appreciate the time and effort put into researching and completing this business tool as I choose to refer to it,

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The Power of Why: Breaking Out in a Competitive Marketplace Hardcover – April 23, 2013

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5.0 out of 5 stars Not just a great marketing book, but a great business book...for ANY business

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5.0 out of 5 stars Essential reading for business owners and employees alike.

5.0 out of 5 stars Amazing Read

Not just a great marketing book, but a great business book...for ANY business

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Essential reading for business owners and employees alike.

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