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Beyond the sales process : 12 proven strategies for a customer-driven world /
Featuring instructional case studies from companies including Hilton Worldwide, Merck, and Siemens, this evidence-based book provides readers with a proven methodology for driving success before, during, and after every sale. Embracing the entire customer life cycle, Beyond the Sales Process reveals...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico Software eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
American Management Association,
[2016]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Title; Contents; Acknowledgments; Introduction: Why Read Beyond the Sales Process?; Before, During, and After the Sale; How This Book Is Organized; What Matters Most to Customers; SECTION I. Engage: Driving Success Before the Sale; Strategy 1. Research the Organization: Becoming a Student of Your Customer; What You Need to Know About Your Customer; Where You Can Acquire and Capture Customer Knowledge; How You Can Leverage Customer Knowledge; Testing the Effectiveness of Your Research; Strategy 2. Explore the Possibilities: Giving Your Customer a Reason to Engage
- Initiating the Customer DialogueThe Essence of Exploration: Curiosity and the Inquiring Mind; What Does Your Customer Care Most About?; Are You Willing to Make the Required Investments?; Taking Inventory of Your Assets; Testing the Effectiveness of Your Exploration; Strategy 3. Vision the Success: Visualizing Future Potential Value with Your Customer; A Vision of Customer Success and of Future Potential Value; How Today's Customers Define Supplier Value; Understanding Your Customer's Expectations of You; Developing a Collaborative Vision of Customer Success
- Testing the Effectiveness of Your VisioningStrategy 4. Elevate the Conversation: Defining and Pursuing Customer Value Targets; A Word of Caution About Your Customer Conversations; Focusing on the Customer Value Target; Elevating the Conversation; Defining Your Customer Value Targets; Evolving from Before to During the Sale; Testing the Effectiveness of Your Elevation; Case Studies; Zurich Insurance Group; Merck/MSD; BNY Mellon; SECTION II. Win: Driving Success During the Sale; Strategy 5. Discover the Drivers: Understanding What's at Stake for Your Customers; What Is Discovery?
- The "Value" of the Value-Focused QuestionThe Quest for Actionable Awareness; The Focus of Your Discovery Efforts; Testing the Effectiveness of Your Discovery; Strategy 6. Align the Teams: Developing Customer Sponsors and Supporters; Many Are Connected; Few Are Truly Aligned; The Dimensions of Alignment; Alignment Is As Valuable to Your Customer As It Is to You; Testing the Effectiveness of Your Alignment; Strategy 7. Position the Fit: Competing for Customer Mindshare; Positioning Is All About the Fit; To Position or Be Positioned? That Is the Question
- Start with Your Customer, Not with Your ProductWhat Is Being Positioned?; Planning to Win: The Intersection of Alignment and Positioning; Testing the Effectiveness of Your Positioning; Strategy 8. Differentiate the Value: Creating a Customer Preference; Making Your Plan to Win a Reality; Developing the Ideal Environment for Value Differentiation; Activities for Effective Differentiation; Proving Your Value: Building Customer-Specific Value Messages; Testing the Effectiveness of Your Value Differentiation; Case Studies; Adecco; Honeywell; Panasonic