Rethinking the sales force: redefining selling to create and capture customer value
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
McGraw-Hill
c1999
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | x, 308 p. ill. |
| ISBN: | 0071342532 |
Internformat
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| 100 | 1 | |a Rackham, Neil |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Rethinking the sales force |b redefining selling to create and capture customer value |c Neil Rackham ; John R. DeVincentis |
| 264 | 1 | |a New York |b McGraw-Hill |c c1999 | |
| 300 | |a x, 308 p. |b ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Sales promotion | |
| 650 | 7 | |a Verkooporganisatie |2 gtt | |
| 650 | 7 | |a Verkooptechnieken |2 gtt | |
| 650 | 4 | |a Sales management | |
| 650 | 4 | |a Selling | |
| 700 | 1 | |a DeVincentis, John R. |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/description/mh023/98047875.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/mh023/98047875.html |3 Table of contents | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0737/98047875-b.html |3 Contributor biographical information | |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Acknowledgments be
CHAPTER ONE. THE NEW SELLING: FROM COMMUNI¬
CATING VALUE TO CREATING VALUE 1
Change at Every Level 3
What s a Sales Force For? 5
Communicating Value to Customers 6
The Value Communication Trap 8
The New Marketing Myopia 9
Beyond the Value Slogans 12
More Benefits or Less Cost? 13
Limitations of Organizing by Size Alone 14
The Three Types of Customers 16
When Size Segmentation Fails 20
Matching the Customer s Investment 21
Segmenting the Sales Effort by Value 23
Making Fatal Mistakes 28
CHAPTER TWO. THE NEW PURCHASING WORLD: HOW
VALUE IS RESHAPING PURCHASING DECISIONS 33
The Confusing Customer 35
Value: The Common Factor in a Confusing World 36
New Realities Shaping the Buying Environment 38
How Consumer Ideas of Value Are Changing 41
Implications of Changes in Consumer Environment 47
Changes in Business Buying 49
Lifetime Cost of Ownership 49
The Cost of Purchasing Promiscuity 51
v
vi Contents
The Movement toward Supplier Reduction 53
Segmenting Suppliers 55
What Does the New Selling Look Like? 63
CHAPTER THREE. RESPONDING TO THE NEW BUYING
REALITY: THE THREE EMERGING SELLING MODES 65
Creating Value across the Buying Process 66
The Three Emerging Selling Modes 70
Value Creation Opportunity 77
What about Relationship Selling? 81
The Changing Meaning of Trust 83
Which Selling Model Is Best? 85
Matching Selling Mode to Customer Type 87
Investing in Value Creation 89
Matching Selling Strategies to Buying Strategies 90
Breaking Out of the Buying Quadrants 93
CHAPTER FOUR. THE NEW TRANSACTIONS SELLING:
FROM FAT AND HAPPY TO LEAN AND MEAN 97
When There s No Value to Create 99
Transactional Sales Needn t Be Small 99
Commoditization and the Pace of Change 101
Transactional Buying Pressure 101
Surviving the Transactional Sale J 03
CHAPTER FIVE. THE NEW CONSULTATIVE SELLING:
FROM ROCK STARS TO INSTITUTIONAL VALUE 125
By the Mid-Seventies, the World Was Changing J 2 7
The Three Pillars of Consultative Selling 128
When Consultative Selling Works Best J 30
Why So Difficult? 130
What s Different about Consultative Selling? 131
The Rise of the Rock Star J38
The Rock-Star Trap J39
Hunters and Farmers 140
Drivers of Value Creation 146
Support, Tools, and Information J 5 J
Applying Process Thinking to Sales J 55
viii Contents
Channel Conflict 242
The Future of Channels 248
CHAPTER NINE. CHANGING THE SALES FORCE 249
Caution 1: It Takes Longer Than You Think 252
Caution 2: There s No Silver Bullet 253
Caution 3: You Can t Hire Your Way to Capability 253
Caution 4: You Can t Improve Salespeople without Improving Sales
Management 254
Four Change Levers 255
Metrics for the Transactional Sale 284
Metrics for the Consultative Sale 287
Metrics for Enterprise Sales 292
Wake up Rip Van Winkle! 295
Index 297
Contents vii
CHAPTER SIX. THE NEW ENTERPRISE SELLING: FROM
LARGE SALES TO DEEP RELATIONSHIPS 157
The Enterprise Relationship 158
The Enterprise Offering J 59
Equality in the Relationship 162
Creating Value at the Boundary 163
Assessing Enterprise Sales Potential 1 66
Preconditions for a Successful Enterprise Relationship 167
Initiating an Enterprise Relationship at the Top 177
Starting at the Top: How IBM and Monsanto Searched for Enterprise
Value 178
Due Diligence: Preparing the Enterprise Ground 180
Making Enterprise Relationships Work 181
Alignment of Value Creation Skills 183
Maintaining the Enterprise Relationship 183
The Future of the Enterprise Sale J 8 5
CHAPTER SEVEN. SALES PROCESS: LIGHT IN THE
LONG DARK TUNNEL 187
Process 101 188
Boundary Problems 189
Process in Enterprise, Transactional, and Consultative Sales / 92
Process in the IBM Enterprise Sale J93
Enterprise Process: The Logical Next Step 196
Breaking Down the Sales and Marketing Silos 197
Process in the Hewlett-Packard Transactional Sale 199
Process in the Consultative Sale 202
Where s the Process Problem? 204
Into the Long Dark Tunnel 204
The Idea of Individual Process 206
Designing Individual Process 207
The VIP Process 2J5
Seven Characteristics of a Good Sales Process 217
Process As Institutional Value 219
CHAPTER EIGHT. RETHINKING CHANNELS TO CREATE
AND CAPTURE VALUE 221
Channel Role in Value Creation 225
Develop Channel Value Creation Potential 227
|
| adam_txt |
CONTENTS
Acknowledgments be
CHAPTER ONE. THE NEW SELLING: FROM COMMUNI¬
CATING VALUE TO CREATING VALUE 1
Change at Every Level 3
What's a Sales Force For? 5
Communicating Value to Customers 6
The Value Communication Trap 8
The New Marketing Myopia 9
Beyond the Value Slogans 12
More Benefits or Less Cost? 13
Limitations of Organizing by Size Alone 14
The Three Types of Customers 16
When Size Segmentation Fails 20
Matching the Customer's Investment 21
Segmenting the Sales Effort by Value 23
Making Fatal Mistakes 28
CHAPTER TWO. THE NEW PURCHASING WORLD: HOW
VALUE IS RESHAPING PURCHASING DECISIONS 33
The Confusing Customer 35
Value: The Common Factor in a Confusing World 36
New Realities Shaping the Buying Environment 38
How Consumer Ideas of Value Are Changing 41
Implications of Changes in Consumer Environment 47
Changes in Business Buying 49
Lifetime Cost of Ownership 49
The Cost of Purchasing Promiscuity 51
v
vi Contents
The Movement toward Supplier Reduction 53
Segmenting Suppliers 55
What Does the New Selling Look Like? 63
CHAPTER THREE. RESPONDING TO THE NEW BUYING
REALITY: THE THREE EMERGING SELLING MODES 65
Creating Value across the Buying Process 66
The Three Emerging Selling Modes 70
Value Creation Opportunity 77
What about Relationship Selling? 81
The Changing Meaning of Trust 83
Which Selling Model Is Best? 85
Matching Selling Mode to Customer Type 87
Investing in Value Creation 89
Matching Selling Strategies to Buying Strategies 90
Breaking Out of the Buying Quadrants 93
CHAPTER FOUR. THE NEW TRANSACTIONS SELLING:
FROM FAT AND HAPPY TO LEAN AND MEAN 97
When There's No Value to Create 99
Transactional Sales Needn't Be Small 99
Commoditization and the Pace of Change 101
Transactional Buying Pressure 101
Surviving the Transactional Sale J 03
CHAPTER FIVE. THE NEW CONSULTATIVE SELLING:
FROM ROCK STARS TO INSTITUTIONAL VALUE 125
By the Mid-Seventies, the World Was Changing J 2 7
The Three Pillars of Consultative Selling 128
When Consultative Selling Works Best J 30
Why So Difficult? 130
What's Different about Consultative Selling? 131
The Rise of the Rock Star J38
The Rock-Star Trap J39
Hunters and Farmers 140
Drivers of Value Creation 146
Support, Tools, and Information J 5 J
Applying Process Thinking to Sales J 55
viii Contents
Channel Conflict 242
The Future of Channels 248
CHAPTER NINE. CHANGING THE SALES FORCE 249
Caution 1: It Takes Longer Than You Think 252
Caution 2: There's No Silver Bullet 253
Caution 3: You Can't Hire Your Way to Capability 253
Caution 4: You Can't Improve Salespeople without Improving Sales
Management 254
Four Change Levers 255
Metrics for the Transactional Sale 284
Metrics for the Consultative Sale 287
Metrics for Enterprise Sales 292
Wake up Rip Van Winkle! 295
Index 297
Contents vii
CHAPTER SIX. THE NEW ENTERPRISE SELLING: FROM
LARGE SALES TO DEEP RELATIONSHIPS 157
The Enterprise Relationship 158
The Enterprise Offering J 59
Equality in the Relationship 162
Creating Value at the Boundary 163
Assessing Enterprise Sales Potential 1 66
Preconditions for a Successful Enterprise Relationship 167
Initiating an Enterprise Relationship at the Top 177
Starting at the Top: How IBM and Monsanto Searched for Enterprise
Value 178
Due Diligence: Preparing the Enterprise Ground 180
Making Enterprise Relationships Work 181
Alignment of Value Creation Skills 183
Maintaining the Enterprise Relationship 183
The Future of the Enterprise Sale J 8 5
CHAPTER SEVEN. SALES PROCESS: LIGHT IN THE
LONG DARK TUNNEL 187
Process 101 188
Boundary Problems 189
Process in Enterprise, Transactional, and Consultative Sales / 92
Process in the IBM Enterprise Sale J93
Enterprise Process: The Logical Next Step 196
Breaking Down the Sales and Marketing Silos 197
Process in the Hewlett-Packard Transactional Sale 199
Process in the Consultative Sale 202
Where's the Process Problem? 204
Into the Long Dark Tunnel 204
The Idea of "Individual Process" 206
Designing Individual Process 207
The VIP Process 2J5
Seven Characteristics of a Good Sales Process 217
Process As Institutional Value 219
CHAPTER EIGHT. RETHINKING CHANNELS TO CREATE
AND CAPTURE VALUE 221
Channel Role in Value Creation 225
Develop Channel Value Creation Potential 227 |
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| spelling | Rackham, Neil Verfasser aut Rethinking the sales force redefining selling to create and capture customer value Neil Rackham ; John R. DeVincentis New York McGraw-Hill c1999 x, 308 p. ill. txt rdacontent n rdamedia nc rdacarrier Includes index. Customer relations Sales promotion Verkooporganisatie gtt Verkooptechnieken gtt Sales management Selling DeVincentis, John R. Sonstige oth http://www.loc.gov/catdir/description/mh023/98047875.html Publisher description http://www.loc.gov/catdir/toc/mh023/98047875.html Table of contents http://www.loc.gov/catdir/enhancements/fy0737/98047875-b.html Contributor biographical information HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016446056&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rackham, Neil Rethinking the sales force redefining selling to create and capture customer value Customer relations Sales promotion Verkooporganisatie gtt Verkooptechnieken gtt Sales management Selling |
| title | Rethinking the sales force redefining selling to create and capture customer value |
| title_auth | Rethinking the sales force redefining selling to create and capture customer value |
| title_exact_search | Rethinking the sales force redefining selling to create and capture customer value |
| title_exact_search_txtP | Rethinking the sales force redefining selling to create and capture customer value |
| title_full | Rethinking the sales force redefining selling to create and capture customer value Neil Rackham ; John R. DeVincentis |
| title_fullStr | Rethinking the sales force redefining selling to create and capture customer value Neil Rackham ; John R. DeVincentis |
| title_full_unstemmed | Rethinking the sales force redefining selling to create and capture customer value Neil Rackham ; John R. DeVincentis |
| title_short | Rethinking the sales force |
| title_sort | rethinking the sales force redefining selling to create and capture customer value |
| title_sub | redefining selling to create and capture customer value |
| topic | Customer relations Sales promotion Verkooporganisatie gtt Verkooptechnieken gtt Sales management Selling |
| topic_facet | Customer relations Sales promotion Verkooporganisatie Verkooptechnieken Sales management Selling |
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