Major account sales strategy
| Autor principal: | |
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| Formato: | Libro |
| Lenguaje: | English |
| Publicado: |
New York :
McGraw-Hill, Inc.,
©1989
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| Materias: | |
| Acceso en línea: | Table of contents Contributor biographical information Publisher description |
Tabla de Contenidos:
- 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.