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Successful companies focus on different aspects of their business. Some focus on the strength of their brand. Others focus on technological product innovations, develop into "solution providers" or commit themselves to commodity, high-volume bu- nesses. Other companies open international markets. Personal sales relationships with the customer play a decisive role in all of the stra- gies. The sales department does not merely assume the role of a mediator between suppliers and customers: it actively creates added value for customers. It adds value for customers through consultation, special offers and projects, and it coordinates the performance of the company. It negotiates fair prices. It also receives support from the numerous e-marketing, classical advertising, direct marketing, telephone marketing, trade fairs and events channels.In addition it draws on comprehensive research rega- ing the customer. Sophisticated corporate strategies only function when the sales department utilises them in interacting with key customers. Any successful market implementation begins with the sales department.
Inhaltsverzeichnis
Introduction: Excellence in sales and customer management.- The top 10 success factors for sales excellence.- Excellence in sales is an issue for the entire company.- The interrelationship of marketing and sales strategies.- Development of successful sales strategies.- Sales strategy information base.- Customer segmentation.- Definition of sales process goals for customer segments.- Designing sales processes.- Management of sales processes.- Sales organisations.- Steering systems.- Management in sales.- Execution of sales work.- Digression: What salespersons can learn from top athletes.- Conclusion and outlook.
Über den Autor / die Autorin
Dipl. - Kfm. Holger Dannenberg ist heute Geschäftsführer der international tätigen Unternehmensberatung Mercuri International Deutschland GmbH, Meerbusch. Seit 1989 ist er dort Partner und berät mit seinem Team namhafte Unternehmen aller Branchen bei der Umsetzung von Marketingstrategien im Vertrieb. Veröffentlichungen.
Dr. Dirk Zupancic ist Dozent für Marketing an der Universität St. Gallen und Leiter des Kompetenzzentrums für Business-to-Business-Marketing. Er berät und trainiert Führungskräfte zu Vertriebs- und Marketingthemen.
Vorwort
Best and worst practices in sales and customer management
