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Growing revenue in this evolved economy is a challenge. Products
are hard to describe and value is difficult to explain. Traditional
sales techniques are ineffective. Buyers are more sophisticated,
selling cycles are longer and customers have increasingly complex
buying processes. With CEOs, sales management and professional
sales executives in mind, Donal Daly and Paul O'Dea have created
the SELECT SELLING methodology to address this challenge. Between
them, they have started six successful companies. In 40 years'
combined experience, spanning five continents, they have sold
complex products, managed and trained sales teams, and helped
companies grow revenue through the definition and implementation of
organizational process - from strategic market positioning to sales
execution. Using SELECT SELLING, learn how to: select the right
customers to pursue; become an expert in your customer's business;
guide the sale with advanced questioning techniques; increase your
sales conversion rate; and know which deals you can win. The SELECT
SELLING methodology has been designed to equip anyone selling high
value, complex products to large corporations with a defined and
rigorous process that can be moulded to an individual salesperson's
style but which also takes much of the uncertainty out of the sales
process. It combines high-level, strategic marketing principles to
draw the map, with focused tactics to complete each journey,
addressing the practical stops along the way. SELECT SELLING will
be of particular value to those in the high technology industry. It
will help them enhance their productivity, hit their targets more
consistently, and increase revenue. Each major chapter in the book
is accompanied by a worksheet and the book is supported by a
website, www.selectselling.com.
Digital Sales Transformation is about selling in a digitally
transformed world. It changes how you sell and engage with your
customer. Defining a Digital Sales Transformation blueprint to
guide sales organizations to respond to this disruption as they
struggle to catch up to their more digitally advanced customers is
this book's core theme. Digital Sales Transformation in a Customer
First World will be your constant companion as your execute your
Digital Sales Transformation strategy. At over 500 pages, it is
packed with actionable knowledge as a blueprint for your journey.
It guides you to define your Ideal Customer Profile, to Understand
the Customer's Business, to Build, Elevate and Expand
Relationships, and how to Create and Communicate Value. It includes
a framework to build an effective Executive Sponsor Program, to
execute Account Based Marketing, and describes the role of
Artificial Intelligence in enterprise B2B sales. It sets out
Strategy, Sales Execution, and Sales Management methods for Sales
Process, Opportunity Management, Account Management and overall
Sales Team Performance Management, and it describes the technology
to use in each case.
Digital Sales Transformation is about selling in a digitally
transformed world. It changes how you sell and engage with your
customer. Defining a Digital Sales Transformation blueprint to
guide sales organizations to respond to this disruption as they
struggle to catch up to their more digitally advanced customers is
this book's core theme. Digital Sales Transformation in a Customer
First World will be your constant companion as your execute your
Digital Sales Transformation strategy. At over 500 pages, it is
packed with actionable knowledge as a blueprint for your journey.
It guides you to define your Ideal Customer Profile, to Understand
the Customer's Business, to Build, Elevate and Expand
Relationships, and how to Create and Communicate Value. It includes
a framework to build an effective Executive Sponsor Program, to
execute Account Based Marketing, and describes the role of
Artificial Intelligence in enterprise B2B sales. It sets out
Strategy, Sales Execution, and Sales Management methods for Sales
Process, Opportunity Management, Account Management and overall
Sales Team Performance Management, and it describes the technology
to use in each case.
The facts are clear: 1. AI is impacting your personal and
professional life today, and the impact will only increase in the
short and medium term. 2. AI is replacing jobs at a rate that is
materially significant and cannot be ignored. AI is moving from
consumer- or task-based utility, to applications that are more
knowledge-worker focused - though there are still many application
areas that are beyond the capability of the machines. 3. AI is
getter smarter. (Most of the time we don't notice.) 4. All AI
systems need to be taught about the domain to which they are being
applied. This is a critical, but often overlooked, aspect of AI. 5.
The harvest from AI systems is dependent on the bias of those who
plant the seeds or nourish the crop. 6. Most of the effective AI
systems in use today are dependent on ginormous datasets. 7. Big
Data works when you truly have big data, but only when you know the
big questions. Small data matters too and that fact is particularly
relevant to knowledge workers today. 8. (AI + Humans) is greater
than the sum of the parts. Knowledge remains a core differentiator
for knowledge workers.A I is just the next step in automation -
though it is a very significant step. The efficacy of any project
will be dependent not just on technology or technical feasibility.
The costs of the project, the value of the work, the scarcity or
otherwise of the skills needed will all need to be considered. In
the context of knowledge work, you will get greater return from
investing in the humans - augmenting the knowledge worker with
Augmented Intelligence - rather than delegating the thinking to the
machine. After all, knowledge workers think for a living, and we
will benefit by making that thinking more informed. Our most
distinguishing attributes are our consciousness and intelligence,
our capacity for empathy and creativity, free will and moral
choices. This is a very exciting time, replete with new
possibilities and opportunity, but we must all be the conscious and
deliberate authors of our own future. That is true today and it
will be true tomorrow.
Account Planning is a strategic imperative that goes beyond
traditional selling tactics. The benefits that accrue go beyond
simple revenue numbers, and point to an approach that must be
focused not just on greater revenue as the sole arbiter of
strategy. When Account Planning is executed well, customer
satisfaction increases. Customers who are more satisfied buy more
from you, and do so without calling your competitors first.
Customers who are served well are easier to retain, and therefore
it is easier to make your revenue targets year after year. When you
do effective Account Planning, you get to understand the customer's
business, sit with them at their side of the table, and strengthen
your ability to shape their thinking and their business strategies.
A happy customer is hostile territory for your competitor to enter.
Switching suppliers is expensive for a customer and they will do so
only if they feel you are not serving them well and fairly. Your
ability to monitor, measure and react is greater if you are closer
to the heart of their business, understanding their corporate
goals, and motivations. It takes investment, research and hard
work, but is the price of customer retention and growth. In ACCOUNT
PLANNING in SALESFORCE, you will learn how to gather the
information you need to understand the Account as a marketplace and
to segment that marketplace into discrete units so that you can
choose where to spend your time. Recording the Current
Opportunities in the Account, as well as business you already have
won, you will be able to place your solutions on a structured map
of the customer's business. Exploring how to uncover the customer's
Business Drivers and how to navigate the political landscape in the
account will help you to understand both the people who matter -
the Key Players - and their associated Business Drivers. When all
of the opportunities in the Account have been identified, you will
evaluate each one against the twin axes of Value to Customer and
Value to Us. That way you will uncover areas of Mutual Value -
which is a thread that you will find woven into the fabric of the
methodology. It is important. This is the White Space in the
Account where you can help your customer to identify new potential
areas of opportunity - and simultaneously discover new areas of
opportunity for yourself. Finally, you will build the Execution
Plan so that you get beyond planning and begin to manage and
execute. And to keep things interesting, you will find many musical
references throughout the book - this will be the only book on
Account Planning that you will find that includes a song playlist!
ACCOUNT PLANNING in SALESFORCE is focused on helping companies that
have purchased Salesforce with their Account Planning initiatives.
Its goal is to be the reference text on Account Planning for all
Salesforce users.
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