Seeking Customers
In an increasingly complex and competitive business environment, having a goundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers, and brings new clarity to the critical relationships among selling, understanding customers, sales force management, distribution, pricing, marketing, and above all, account selection. The book goes far beyond the popular rhetoric of "market...
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In an increasingly complex and competitive business environment,having a groundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers,and brings new clarity to the critical relationships among selling,understanding customers,sales force management,distribution,pricing,marketing,and above all,account selection. The book goes far beyond the popular rhetoric of "market orientation" and "customer relationships" to argue that effective selling is a dynamic process that demands the commitment of the entire company. Outstanding Harvard Business Review authors such as Rowland Moriarty,Frank Cespedes,Stephen Doyle,Benson Shapiro,and Thomas Bonoma offer original insights and practical guidelines to help managers recognize and meet the challenges of selling today. Together with its companion volume,Keeping Customers,the book will provide managers with the essential tools for attracting customers and forging long-term relationships. Booknews According to the editors, "`Seeking' customers is more than selling--it is a system of closely linked activities that range from screening prospects to establishing distribution networks." This volume combines original editorial commentary with Harvard Business Review articles that address key issues of the customer-seeking process and clarify the relationships among selling and its closely related activities. A companion volume to Keeping Customers. Annotation c. Book News, Inc., Portland, OR (booknews.com)
PrefaceIntroductionPt. IBuild Channels of Communication1New Ways to Reach Your Customers72Automation to Boost Sales and Marketing253Teamwork for Today's Selling43Pt. IIUnderstand Your Prospects and Customers1"Backward" Market Research652How to Segment Industrial Markets733Major Sales: Who Really Does the Buying?874Humanize Your Selling Strategy107Pt. IIIClose the Sale and Open the Relationship1Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment1272Learning from Losing a Customer1573Making the Major Sale1674Industrial Selling: Beyond Price and Persistence185Pt. IVBalance Price and Value1The Case of the Pricing Predicament2032Negotiating with a Customer You Can't Afford to Lose217Pt. VEnergize the Selling Effort1What Counts Most in Motivating Your Sales Force?2372Make the Sales Task Clear2553Job Matching for Better Sales Performance2614How to Pay Your Sales Force273Pt. VIManage the Selling System1Turn Your Industrial Distributors into Partners3012Managing Hybrid Marketing Systems313About the Contributors333Index337
\ BooknewsAccording to the editors, "`Seeking' customers is more than selling--it is a system of closely linked activities that range from screening prospects to establishing distribution networks." This volume combines original editorial commentary with Harvard Business Review articles that address key issues of the customer-seeking process and clarify the relationships among selling and its closely related activities. A companion volume to Keeping Customers. Annotation c. Book News, Inc., Portland, OR (booknews.com)\ \
