Account Management Strategies in B2B Sales: Generating Customer Value and Building Sustainable Business Relationships - Methodology, Processes, Tools

ISBN-13: 9783658404499 / Angielski / Miękka / 2023 / 139 str.

Hans-Peter Neeb

Opis

This book provides employees and managers in sales with a clearly defined process for building sustainable business relationships along the account journey. Using a structured method, you will learn how to set yourself up for success right from the start, increase your competitiveness, increase market share and generate more sales.

In B2B sales today, it's no longer primarily about just solving the customer's problems and winning as much of the customer's budget as possible. The decisive factor for success is that you ask your customer the right questions, understand his strategy in all facets and help him to achieve his goals with your offer - this is the only way to create a fruitful and long-term partnership at eye level. If you align your messages with these goals, you will generate tailored customer value, and the customer will have no choice but to accept your offer. This paradigm shift should make it easier for customers to buy, and it can be instrumental in helping account managers in B2B increase their sales over the long term.

 

The book provides practical tools and a blueprint for salespeople to succeed and for managers to lead their teams with purpose. 

Spis treści

The new school of thought in sales.- Sales culture and processes.- Key account management in B2B.- Account selection.- Strategy comparison customer company - supplier company.- Core benefits, core messages, win-loss analysis, value proposition.- Top executive relationship program.- Account status analyses. 

O autorze

Hans-Peter Neeb, a graduate industrial engineer, is a strategy and management consultant. For more than 15 years, he has been advising executives on customer acquisition and retention strategies, CRM, customer experience and the optimization of marketing and sales processes.

Blurb

This book provides employees and managers in sales with a clearly defined process for building sustainable business relationships along the account journey. Using a structured method, you will learn how to set yourself up for success right from the start, increase your competitiveness, grow market share, and generate more revenue.

In B2B sales today, it's no longer primarily about just solving the customer's problems and skimming their budget. The key to success is to ask your customer the right questions, understand all facets of his strategy, and help him achieve his goals with your offering - this is the only way to create a fruitful, long-term partnership at eye level. If you align your messages with these goals, you will generate tailored customer value, and the customer will have no choice but to accept your offer. This paradigm shift should make it easier for customers to buy, and it can be instrumental in helping account managers in B2B increase their sales in the long run.

This book provides practical tools and a blueprint for salespeople to succeed and for managers to lead their teams with purpose.

From the contents

• Account journey and sales process: strategy comparison, strategy overlap, key messages, customer added value  
• Account status and stakeholder analysis: white-space analysis, power interest matrix, personality types
• Account plan: leading with account management methods, digital skills and modern organizations
• Technology and digitalization: look-alike models, digital lead generation, data analysis of people networks, predictive selling, automation   

The author

Hans-Peter Neeb, a graduate industrial engineer, is a strategy and management consultant. For more than 15 years, he has been advising executives on customer acquisition and retention strategies, CRM, customer experience and the optimization of marketing and sales processes.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.