Seeking Customers

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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 orientation" and "customer ...
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Overview

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 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. A Harvard Business Review Book.

Explores major changes in the process of identifying and attracting profitable customers, bringing new clarity to the critical relationships among selling, understanding customers, sales force management, distribution, pricing, marketing, and above all, account selection. Contents include building channels of communication; understanding your prospects and customers; closing the sale and opening the relationship; and more.

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Editorial Reviews

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)
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Product Details

  • ISBN-13: 9780875843322
  • Publisher: Harvard Business Review Press
  • Publication date: 4/28/1993
  • Series: Harvard Business Review Book
  • Pages: 368
  • Product dimensions: 6.32 (w) x 9.50 (h) x 1.25 (d)

Table of Contents

Preface
Introduction
Pt. I Build Channels of Communication
1 New Ways to Reach Your Customers 7
2 Automation to Boost Sales and Marketing 25
3 Teamwork for Today's Selling 43
Pt. II Understand Your Prospects and Customers
1 "Backward" Market Research 65
2 How to Segment Industrial Markets 73
3 Major Sales: Who Really Does the Buying? 87
4 Humanize Your Selling Strategy 107
Pt. III Close the Sale and Open the Relationship
1 Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment 127
2 Learning from Losing a Customer 157
3 Making the Major Sale 167
4 Industrial Selling: Beyond Price and Persistence 185
Pt. IV Balance Price and Value
1 The Case of the Pricing Predicament 203
2 Negotiating with a Customer You Can't Afford to Lose 217
Pt. V Energize the Selling Effort
1 What Counts Most in Motivating Your Sales Force? 237
2 Make the Sales Task Clear 255
3 Job Matching for Better Sales Performance 261
4 How to Pay Your Sales Force 273
Pt. VI Manage the Selling System
1 Turn Your Industrial Distributors into Partners 301
2 Managing Hybrid Marketing Systems 313
About the Contributors 333
Index 337
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