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Titre :
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The challenger customer : selling to the hidden influencer who can multiply your results
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Auteurs :
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Brent ADAMSON, Auteur ;
Matthew DIXON, Auteur
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Type de document :
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Ouvrage
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Editeur :
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New York : Portfolio / Penguin, 2015
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ISBN/ISSN/EAN :
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978-1-59184-815-8
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Format :
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268 p. / ill. / 24 cm
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Langues:
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Anglais
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Index. décimale :
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734 (Vente / Négociation)
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Catégories :
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Thésaurus du Management
CONDITION DE VENTE
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GESTION DU MARKETING
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NEGOCIATION COMMERCIALE
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VENTE
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Résumé :
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Being a Challenger seller isn't enough. Your success or failure also depends on "who" you challenge. Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out that's the last person you need. Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. That's simply human nature; it's much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to brand-new CEB research based on data from thousands of B2B marketers, sellers, and buyers around the world the highest-performing teams focus their time on potential customers who are far more skeptical, far less interested in meeting, and ultimately agnostic as to who wins the deal. How could this be? The authors of "The Challenger Customer" reveal that high-performing B2B teams grasp something that their average-performing peers don't. (source Book depository)
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