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The Modern Customer – the PHANTOM - Livia Rainsberger

The Modern Customer – the PHANTOM

Customers on the Run: How Sales must Respond to Radically New Buying Behavior
Buch | Softcover
XXIII, 259 Seiten
2024 | 1st ed. 2023
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-39198-0 (ISBN)
CHF 97,35 inkl. MwSt

This book shows how companies can - and must - adapt their sales strategies and processes to changing customer expectations in times of digital transformation and markets volatility. How can sales address, win and retain the modern customer, an intangible PHANTOM in the digital space?

The digital world is characterized by eagerness, ease and enthusiasm. Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent. As customers, they actively elude traditional sales and marketing on their way to a buying decision - in B2C and B2B alike. To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling. In this context, the author offers a wealth of suggestions with examples and provocative theses.

A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups.

Livia Rainsberger, founder of the sales consulting company WISSENCE, is helping companies to master the digital transformation of their sales organizations, both at national and international level, in B2B and B2C alike. Her books "AI - the new intelligence in sales" (2021) and "Digital transformation in sales" (2021) have too been published by Springer Gabler.

The 3E world: enthusiasm, rush, simplicity.- The 3I person: incognito, informed, independent.- The new B2B customer, the PHANTOM: passionate, highly informed, autonomous, benefit-oriented, terrorised, opportune, mobile.- The (un)conscious motives of the new B2B customer: Characteristics, behaviour, needs and expectations.- Realigning sales to the modern customer: Positioning and offering, sales models and processes, customer approach and acquisition.

Erscheinungsdatum
Zusatzinfo XXIII, 259 p. 38 illus., 34 illus. in color.
Verlagsort Wiesbaden
Sprache englisch
Maße 168 x 240 mm
Gewicht 485 g
Themenwelt Geisteswissenschaften Psychologie Arbeits- und Organisationspsychologie
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Schlagworte agile distribution • Book Selling to Modern Customers • customer behaviour • Customer Management • Customer needs • Customer Orientation • Digital distribution book • distribution strategy • hybrid customer • Sales Transformation
ISBN-10 3-658-39198-7 / 3658391987
ISBN-13 978-3-658-39198-0 / 9783658391980
Zustand Neuware
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