How Customers Buy…& Why They Don't
Radius Book Group (Verlag)
9781635765144 (ISBN)
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Martyn R. Lewis is an acclaimed business professional with a vast background in all aspects of revenue generation. Born and educated in the UK, he emigrated to Canada in the early 80’s s and now resides in the Napa area of northern California. His beliefs were shaped and honed over two decades in corporate sales and marketing, starting as a front-line sales person and eventually rising to CEO of a multinational, which included hundreds of sales people under his responsibility. In the mid-90s, he started his own company, Market-Partners Inc. (www.market-partners.com) interacting with many clients and most importantly with many of their customers. His consulting work uncovered the disconcerting fact that while most of his clients were doing good work presenting a good product, the results all too often suggested otherwise. After seeing this phenomenon so many times, it was obvious to him that something was missing; there was something more at play and he needed to find out. Mr. Lewis consults globally and his work been used across 44 countries, in 17 languages, and has impacted over 85,000 sales professionals. He is internationally recognized as an extraordinary speaker, having delivered numerous keynote addresses live, on radio and television and he is a pioneer in utilizing webinar technology to deliver effective training through his sister company, 3GS (www.3gselling.com). Mr. Lewis acts as an advisor to a number of executives in the high technology industry and is active on several advisory boards and Boards of Directors, and has served as the Committee Chair for the Sales Enablement Community of Practice Advisory Board for the American Society for Training and Development, ASTD.
How Customers Buy…and Why They Don’t
Mapping and Managing the Buying Journey
Martyn R. Lewis
RADIUS BOOK GROUP NEW YORK
Contents
Prologue: A Revelation
Chapter 1From the Outside-In
Chapter 2Three Generations of Customer Creation
Part 1Mapping the Customer Buying Journey
Chapter 3The DNA of the Customer Buying Journey
Chapter 4DNA.1 Triggers
Chapter 5DNA.2 Steps
Chapter 6DNA.3 Key Players
Chapter 7DNA.4 Buying Style
Chapter 8DNA.5 Value Drivers
Chapter 9DNA.6 Buying Concerns
Chapter 10Case Study 1: DiaNascent: A Buyer’s Tale
Chapter 11DiaNascent Case Study Analysis
Chapter 12Case Study 2: CCHN: Does the Glove Fit?
Chapter 13CCHN Case Study Analysis
Part 2Developing the Market Engagement Strategy
Chapter 14What to Do about It
Chapter 15Crafting the Market Engagement Strategy (MES)
Chapter 16#1. Harmonizing to the Buying Style
Chapter 17#2. Into the Customer Buying Journey: Trigger or Engage?
Chapter 18#3. Ensuring Adequate Motivation
Chapter 19#4. Staying Engaged and Ensuring Positive Progress
Chapter 20#5. Overcoming Friction in the Customer Buying Journey
Chapter 21Engaging the Market with Orion Technologies
Part 3Managing the Customer Buying Journey
Chapter 22Translating Strategy into Application
Chapter 23Outside-In Marketing
Chapter 24Outside-In Selling
Chapter 25The Outside-In Revenue Generation System
EpilogueHow Customers Buy…and Why They Don’t
Notes
| Erscheinungsdatum | 23.08.2018 |
|---|---|
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 550 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-13 | 9781635765144 / 9781635765144 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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