The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]

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1. Verfasser: Coe, John M. (VerfasserIn)
Format: Buch
Sprache:English
Veröffentlicht: New York McGraw-Hill 2004
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adam_text Fundamentals Sales and Marketing JOHN M COE McGraw-Hill New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Contents Preface xi 1 Why Is It So Tough to Sell Today? 1 Sales Experience Matters 2 Customers Don t Want to See Salespeople Anymore 4 Communication Clutter Is High and Getting Worse 7 The Buying Process Is More Complex 8 Multiple Channels and Choices Are More Available 12 Summary 15 2 The New Sales Coverage Model 17 The Main Message of This Book 18 What This Book Is Not About 18 Sales Productivity Is Job Number One 19 The Four Customer Life Cycle Phases 20 Do Not Cover the Market by Size of Customer 24 Covering Large Accounts with Only a Salesperson Doesn t Work Either 25 The Dark Side of Traditional Sales Coverage 27 Building the Overall Customer Relationship 29 Sales Productivity Shoots Up 30 VII viii Contents The Positives and Negatives of the Three Direct Marketing Media 31 What About Other Media ? 3 8 Customer Relationship Management 44 So, What Does the New Sales Coverage Model Look Like? 47 Developing the Proper Blend of Contact Media 49 Summary 50 3 The Start: Profiling and Targeting the Market 51 Profiling: Where Are You Now? 52 Profiling: The Process 54 Targeting: Where Should You Go? 66 Summary 68 4 Segmentation for Communications 71 The Critical Role That Segmentation Plays 72 Segmentation: Three Definitions 72 Microsegmefitation: Definition and Benefits 74 Microsegmentation Approaches 77 Summary 92 5 Redesigning the Inquiry-Generation Process 95 It Takes Bundles of Time and Money to Create Brand Awareness 96 The Crux of the Situation 98 If an Inquiry Is the Destination, Then Planning Is the Road 99 Offers Determine Why Most People Respond 102 Summary 112 6 High-Yield Lead Qualification 113 Inquiries Are Not Leads! 113 My Best Inquiry Story 115 Inquiry Screening 117 Lead Qualification 125 Summary 130 Contents ix 7 Sales Conversion 131 Selling the Sales Group 131 Distributors, Business Partners, Et Al 135 Summary 140 8 Up-Selling/Cross-Selling and Creating Customer Loyalty 141 The First Sale Is Just the Start 141 The Job Is to Get the Second Sale 142 Up-Selling 143 Cross-Selling Is Harder Than You Think 145 Achieving Customer Loyalty in B2B 146 Summary 150 9 Campaign Planning and Execution 151 Direct Marketing Leads the Planning Process 152 The Four Elements for Direct Marketing Success 153 The Intersection of the Buying Process and Campaign Planning 157 Budgeting 158 The Campaign and Creative Briefs 161 Testing 164 Flowcharting 168 Setting Up the Back End 171 Postmortem Campaign Analysis 172 Summary 173 10 How to Build Your Company s Database 175 Where Are Most Companies Today? 176 Establishing What Data Should Be in the Database 177 Sources of Data 183 Updating the Database 189 The Value of the Data 190 Summary 191 Contents 11 How to Measure the Results That Will Sell Management 193 What and How to Measure: The Measurement Ladder 194 Developing Feedback Systems That Work 208 Summary 209 Resource Directory 211 Index 229
adam_txt Fundamentals Sales and Marketing JOHN M COE McGraw-Hill New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Contents Preface xi 1 Why Is It So Tough to Sell Today? 1 Sales Experience Matters 2 Customers Don't Want to See Salespeople Anymore 4 Communication Clutter Is High and Getting Worse 7 The Buying Process Is More Complex 8 Multiple Channels and Choices Are More Available 12 Summary 15 2 The New Sales Coverage Model 17 The Main Message of This Book 18 What This Book Is Not About 18 Sales Productivity Is Job Number One 19 The Four Customer Life Cycle Phases 20 Do Not Cover the Market by Size of Customer 24 Covering Large Accounts with Only a Salesperson Doesn't Work Either 25 The Dark Side of Traditional Sales Coverage 27 Building the Overall Customer Relationship 29 Sales Productivity Shoots Up 30 VII viii Contents The Positives and Negatives of the Three Direct Marketing Media 31 What About Other Media ? 3 8 Customer Relationship Management 44 So, What Does the New Sales Coverage Model Look Like? 47 Developing the Proper Blend of Contact Media 49 Summary 50 3 The Start: Profiling and Targeting the Market 51 Profiling: Where Are You Now? 52 Profiling: The Process 54 Targeting: Where Should You Go? 66 Summary 68 4 Segmentation for Communications 71 The Critical Role That Segmentation Plays 72 Segmentation: Three Definitions ' 72 Microsegmefitation: Definition and Benefits 74 Microsegmentation Approaches 77 Summary 92 5 Redesigning the Inquiry-Generation Process 95 It Takes Bundles of Time and Money to Create Brand Awareness 96 The Crux of the Situation 98 If an Inquiry Is the Destination, Then Planning Is the Road 99 Offers Determine Why Most People Respond 102 Summary 112 6 High-Yield Lead Qualification 113 Inquiries Are Not Leads! 113 My Best Inquiry Story 115 Inquiry Screening 117 Lead Qualification 125 Summary 130 Contents ix 7 Sales Conversion 131 Selling the Sales Group 131 Distributors, Business Partners, Et Al 135 Summary 140 8 Up-Selling/Cross-Selling and Creating Customer Loyalty 141 The First Sale Is Just the Start 141 The Job Is to Get the Second Sale 142 Up-Selling 143 Cross-Selling Is Harder Than You Think 145 Achieving Customer Loyalty in B2B 146 Summary 150 9 Campaign Planning and Execution 151 Direct Marketing Leads the Planning Process 152 The Four Elements for Direct Marketing Success 153 The Intersection of the Buying Process and Campaign Planning ' 157 Budgeting 158 The Campaign and Creative Briefs 161 Testing 164 Flowcharting 168 Setting Up the Back End 171 Postmortem Campaign Analysis 172 Summary 173 10 How to Build Your Company's Database 175 Where Are Most Companies Today? 176 Establishing What Data Should Be in the Database 177 Sources of Data 183 Updating the Database 189 The Value of the Data 190 Summary 191 Contents 11 How to Measure the Results That Will Sell Management 193 What and How to Measure: The Measurement Ladder 194 Developing Feedback Systems That Work 208 Summary 209 Resource Directory 211 Index 229
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any_adam_object_boolean 1
author Coe, John M.
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author_role aut
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discipline_str_mv Wirtschaftswissenschaften
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physical xiii, 240 p. ill.
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spelling Coe, John M. Verfasser aut
The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model] John Coe
New York McGraw-Hill 2004
xiii, 240 p. ill.
txt rdacontent
n rdamedia
nc rdacarrier
Includes index.
Datenverarbeitung
Selling
Industrial marketing
Selling Data processing
Sales management
Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf
Marketing (DE-588)4037589-4 gnd rswk-swf
Direktmarketing (DE-588)4012421-6 gnd rswk-swf
Kundenmanagement (DE-588)4236865-0 gnd rswk-swf
Marketing (DE-588)4037589-4 s
Kundenmanagement (DE-588)4236865-0 s
Beziehungsmanagement (DE-588)4326109-7 s
Direktmarketing (DE-588)4012421-6 s
b DE-604
http://www.loc.gov/catdir/bios/mh041/2003000689.html Contributor biographical information
http://www.loc.gov/catdir/description/mh031/2003000689.html Publisher description
HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016441706&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle Coe, John M.
The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
Datenverarbeitung
Selling
Industrial marketing
Selling Data processing
Sales management
Beziehungsmanagement (DE-588)4326109-7 gnd
Marketing (DE-588)4037589-4 gnd
Direktmarketing (DE-588)4012421-6 gnd
Kundenmanagement (DE-588)4236865-0 gnd
subject_GND (DE-588)4326109-7
(DE-588)4037589-4
(DE-588)4012421-6
(DE-588)4236865-0
title The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
title_auth The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
title_exact_search The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
title_exact_search_txtP ˜Theœ fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
title_full The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model] John Coe
title_fullStr The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model] John Coe
title_full_unstemmed The fundamentals of business to business sales and marketing [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model] John Coe
title_short The fundamentals of business to business sales and marketing
title_sort the fundamentals of business to business sales and marketing sell more spend less achive the next level of productivity develop a new sales coverage model
title_sub [Sell more, spend less ; achive the next level of productivity ; develop a new sales coverage model]
topic Datenverarbeitung
Selling
Industrial marketing
Selling Data processing
Sales management
Beziehungsmanagement (DE-588)4326109-7 gnd
Marketing (DE-588)4037589-4 gnd
Direktmarketing (DE-588)4012421-6 gnd
Kundenmanagement (DE-588)4236865-0 gnd
topic_facet Datenverarbeitung
Selling
Industrial marketing
Selling Data processing
Sales management
Beziehungsmanagement
Marketing
Direktmarketing
Kundenmanagement
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