商品詳細

Product innovation and service innovation have long been accepted as the most significant factors in B2B sales, while customer innovation has traditionally been considered critical only in B2C environments. However, research has proven that when it comes to B2B selling, it is far more profitable to sell more to existing customers rather than to acquire new clients. Every B2B company, therefore, should strive to sell more to existing clients - and the best way to achieve this is to adapt the customer-focused sales strategies conventionally favoured in B2C sales to B2B environs. High Performance Account Management presents a nuanced guide to absorbing B2C sales strategies in B2B sales environments, incorporating client engagement at multiple points in the customer journey to increase account retention and enhance customer satisfaction. Presenting a highly engaging, easy-to-follow model in the form of 20 expertly explained Dos and 20 Don'ts, High Performance Account Management is an intensely practical text. Applicable across all industries, the subject of account management is explored not only as a management principle, but more importantly, as a tool for competitive differentiation. It goes beyond processes and practices and will empower sales teams to deliver consistent, measurable value in a sustained fashion.