Major account sales strategy - Rackham, Neil (New York : McGraw-Hill, Inc., 1989)
How Customers Make Decisions -- The Research Base -- The Customer Decision Process -- Why the Stages Matter -- Account Strategy in the Recognition of Needs Phase -- Account Strategy in the Evaluation of Options Phase -- Account Strategy in the Resolution of Concerns Phase -- Account Strategy in the Implementation Phase -- A Summary and a Look Forward -- Account Entry Strategy: Getting to Where It Counts -- The Purchasing Channel -- Where's the Decision Maker? -- Entry Strategy -- The Three Focus Points of an Entry Strategy -- The Focus of Receptivity -- The Dangers of Receptivity -- Moving from Receptivity to Dissatisfaction -- The Acapulco Product Launch -- Identifying the Focus of Dissatisfaction -- Influencing the Focus of Dissatisfaction -- Moving to the Focus of Power -- Selling at the Focus of Power -- When the Focus of Power Changes -- Developing Entry Strategies -- How to Make Your Customers Need You: Strategies for the Recognition of Needs Phase -- Objectives for the Recognition of Needs Phase -- Uncovering Dissatisfaction -- Setting Your Objectives -- Planning Your questions -- Asking Situation Questions -- Asking Problem Questions -- How Problems Are Developed -- Selling to the Focus of Dissatisfaction -- Gaining Access to the Decision Maker -- Selling Indirectly to Decision Makers -- Preparing Your Sponsor -- Need-payoff Questions -- The SPIN Questioning Strategy -- Influencing the Customer's Choice: Strategies for the Evaluation of Options Phase -- Recognizing the Evaluation of Options Phase.
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Keywords: ADMINISTRACION DE VENTAS; TECNICAS DE VENTAS; ADMINISTRACION INDUSTRIAL