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]
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
McGraw-Hill
2004
|
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | xiii, 240 p. ill. |
| ISBN: | 0071408797 9780071408790 |
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Datensatz im Suchindex
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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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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| index_date | 2024-07-02T20:30:00Z |
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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 | 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_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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