By Holger Dannenberg, Dirk Zupancic (auth.)
Sales and patron administration characterize an immense good fortune issue for many businesses. "Excellence in revenues" provides an built-in administration procedure for pro revenues businesses that unearths the present optimisation strength and goals at a greatest of potency and effectiveness.
in line with a global survey of 747 businesses in 14 international locations, the authors examine top and worst practices in revenues and client administration. actual excellence in revenues depends upon a suite of levers that are defined systematically and intimately. Case stories supply an extra figuring out of those levers. quite a few ideas for implementation convey the right way to increase the final performance.
"Excellence in revenues" is a must-read for advertising and revenues administrators, handling administrators, revenues representatives and key account managers. teachers and scholars of administration and company management will locate stimulating insights and ideas.
Holger Dannenberg is coping with associate of the administrative Board of Mercuri foreign Deutschland GmbH.
Dr. Dirk Zupancic is Professor of administration at Heilbronn company college, Germany, senior lecturer of industrial management and head of the competence centre BtoB advertising and revenues on the college of St. Gallen, Switzerland.
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Extra info for Excellence in Sales: Optimising Customer and Sales Management
Do the market segment requirements correspond to the company’s goals and competences? Are the market segments stable over the medium to long term? Today many experts preach a no-go approach to customised individual solutions and strategies. In our opinion, this harbours considerable dangers as from the customer’s viewpoint the more exactly their needs are met, the better. From the company’s standpoint however, it is much more efficient and effective to cultivate as many customers as possible with the same products and services at attractive prices.
The market should only be developed in a structured and targeted fashion if (as mentioned above) companies differentiate themselves and thus prevail against the competition. Therefore market segmentation is always a balance between the customer’s desire for individual solutions and the stepby-step realisation by suppliers, in which they remain as general as possible and only become as customised as currently necessary (Belz 1999, p. 125). Analyses of current and future customer requirements, the company’s own competences in products and services as well as competitor positions (Kuss/Tomczak 2004, p.
10: Successful sales organisations are supported by a customer relationship management system As customers and customer relationships become more sophisticated and complex, considerably more market and customer data needs to be recorded, evaluated and communicated than was previously the case. Sales intuition has to be combined with an analytical approach and the use of suitable tools. Electronic systems are not vital, but are often helpful in processing data. The mistake that many companies still make is the belief in the ‘autopilot’ effect of CRM systems.