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Index
Cover Title Contents Acknowledgments Introduction: Why Read Beyond the Sales Process?
Before, During, and After the Sale How This Book Is Organized What Matters Most to Customers
SECTION I. Engage: Driving Success Before the Sale
Strategy 1. Research the Organization: Becoming a Student of Your Customer
What You Need to Know About Your Customer Where You Can Acquire and Capture Customer Knowledge How You Can Leverage Customer Knowledge Testing the Effectiveness of Your Research
Strategy 2. Explore the Possibilities: Giving Your Customer a Reason to Engage
Initiating the Customer Dialogue The Essence of Exploration: Curiosity and the Inquiring Mind What Does Your Customer Care Most About? Are You Willing to Make the Required Investments? Taking Inventory of Your Assets Testing the Effectiveness of Your Exploration
Strategy 3. Vision the Success: Visualizing Future Potential Value with Your Customer
A Vision of Customer Success and of Future Potential Value How Today’s Customers Define Supplier Value Understanding Your Customer’s Expectations of You Developing a Collaborative Vision of Customer Success Testing the Effectiveness of Your Visioning
Strategy 4. Elevate the Conversation: Defining and Pursuing Customer Value Targets
A Word of Caution About Your Customer Conversations Focusing on the Customer Value Target Elevating the Conversation Defining Your Customer Value Targets Evolving from Before to During the Sale Testing the Effectiveness of Your Elevation Case Studies
Zurich Insurance Group Merck/MSD BNY Mellon
SECTION II. Win: Driving Success During the Sale
Strategy 5. Discover the Drivers: Understanding What’s at Stake for Your Customers
What Is Discovery? The “Value” of the Value-Focused Question The Quest for Actionable Awareness The Focus of Your Discovery Efforts Testing the Effectiveness of Your Discovery
Strategy 6. Align the Teams: Developing Customer Sponsors and Supporters
Many Are Connected; Few Are Truly Aligned The Dimensions of Alignment Alignment Is As Valuable to Your Customer As It Is to You Testing the Effectiveness of Your Alignment
Strategy 7. Position the Fit: Competing for Customer Mindshare
Positioning Is All About the Fit To Position or Be Positioned? That Is the Question Start with Your Customer, Not with Your Product What Is Being Positioned? Planning to Win: The Intersection of Alignment and Positioning Testing the Effectiveness of Your Positioning
Strategy 8. Differentiate the Value: Creating a Customer Preference
Making Your Plan to Win a Reality Developing the Ideal Environment for Value Differentiation Activities for Effective Differentiation Proving Your Value: Building Customer-Specific Value Messages Testing the Effectiveness of Your Value Differentiation Case Studies
Adecco Honeywell Panasonic
SECTION III. Grow: Driving Success After the Sale
Strategy 9. Realize the Value: Meeting and Exceeding Customer Expectations
What Happens After the Sale? Delivering on Promises and Expectations Yesterday’s Future Potential Value Is Tomorrow’s Past Proven Value Value Realization, Consolidation, and Articulation Testing Your Effectiveness: Realize the Value
Strategy 10. Validate the Impact: Measuring Success with Your Customer
Measuring Success with Performance Impact Zones Benchmarking Performance from the Customer’s Perspective Testing Your Effectiveness: Validate the Impact
Strategy 11. Adapt the Approach: Applying Lessons Learned with Your Customer
Understanding How Your Customer Defines Success After the Sale Adapting Your Approach to Meet Your Customer’s Changing Needs Embracing Change and Making Needed Adjustments Validating the Impact on Your Business to Ensure Both Parties Are Successful Benchmarking Performance from the Seller’s Perspective Adapting Your Approach and Planning to Grow Testing Your Effectiveness: Adapt the Approach
Strategy 12. Expand the Relationship: Leveraging Your Past Proven Value
You and Your Momentum: In Motion and Growing Stronger Building Your Plan to Grow with Your Customer Ending with the Beginning in Mind Will Your Engage/Win/Grow Circle Be Unbroken? Testing Your Effectiveness: Expand the Relationship Case Studies
Siemens AG Hilton Worldwide Securian Financial Group—Group Insurance
Afterword Index About the Authors Copyright
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