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Canada/Nova Scotia Business Service Centre
Your Gateway to Business Information
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Title
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Fundamentals of Business to Business Sales and Marketing
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Table of Contents:
Why Is It So Tough To Sell Today- Sales Experience Matters
- Customers Don't Want to See Salespeople Anymore
- Communication Clutter Is High and Getting Worse
- The Buying Process Is More Complex
- Summary
The New Sales Coverage Model- The Main Message of this Book
- What This Book Is Not About
- Sales Productivity Is Job Number One
- The Four Customer Life Cycle Phases
- Do Not Cover the Market by Size of Customer
- Covering Large Accounts with Only a Salesperson Doesn't Work Either
- The Dark Side of Traditional Sales Coverage
- Building the Overall Customer Relationship
- Sales Productivity Shoots Up
- The Positives andNegatives of the Three Direct Marketing Media
- What About Other Media
- Customer Relationship Management
- So, What Does the New Sales Coverage Model Look Like?
- Developing the Proper Blend of Contact Media
- Summary
The Start: Profiling and Targeting the Market- Profiling: Where Are You Now?
- Profiling: The Process
- Targeting: Where Should You Go?
- Summary
Segmentation for Communications- The Critical Role That Segmentation Plays
- Segmentation: Three Definitions
- Microsegmentation: Definition and Benefits
- Microsegmentation Approaches
- Summary
Redesigning the Inquiry-Generation Process- It Takes Bundles of Time and Money to Create Brand Awareness
- The Crux of the Situation
- In an Inquiry Is the Destination, Then Planning Is the Road
- Offers Determine Why Most People Respond
- Summary
High-Yield Lead Qualification- Inquiries Are Not Leads!
- My Best "Inquiry" Story
- Inquiry Screening
- Lead Qualification
- Summary
Sales Conversion- Selling the Sales Group
- Distributions, Business Partners, Et Al.
- Summary
Up-Selling/Cross-Selling and Creating Customer Loyalty- The First Sale Is Just the Start
- The Job is to Get the Second Sale
- Up-Selling
- Cross-Selling Is Harder Than You Think
- Achieving Customer Loyalty in B2B
- Summary
Campaign Planning and Execution- Driect Marketing Leads the Planning Process
- The Four Elements for Direct Marketing Success
- The Intersection of the Buying Process and Campaign Planning
- Budgeting
- The Campaign and Creative Briefs
- Testing
- Flowcharts
- Setting Up the Back Briefs
- Postmortem Campaign Analysis
- Summary
How to Build Your Company's Database- Where Are Most Companies Today?
- Establishing What Data Should Be in the Database
- Sources of Data
- Updating the Database
- The Value of the Data
- Summary
How to Measure the Results That Will Sell Management- What and How to Measure: The Measurement Ladder Developing Feedback Systems That Work
- Summary
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WebSite
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This document is not available on the web
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Date de publication
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March 2004
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Format
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Book
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Pagination
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241 pp.
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Author
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John M. Coe
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Keywords
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Marketing
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Library Locations
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Halifax, Port Hawkesbury
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