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By John Coe
The traditional business-to-business, face-to-face selling (and data reselling) approach has been in decline for a number of years. In its place has risen a new, integrated sales coverage method that incorporates the best practices of direct marketing, database marketing and field sales into a new B2B communication mix that will dramatically improve sales and marketing productivity.
"The New Fundamentals of Business-to-Business Sales and Marketing" ties together the principles of the old and the new, introducing a new sales coverage model that meets the needs of today's fast-paced, web-based environment while retaining the benefits that only a knowledgeable, hands-on salesperson can bring to the table. Straight-talking and well-documented, this rulebook for selling success in the marketplace will show you how your organization can attain:
- Improved, results-based marketing through the creation of a robust prospect and customer database - Precise targeting of the right market through advanced segmentation and microsegmentation techniques - Increased results from demand generation efforts that will produce real sales opportunities, not just raw inquiries - Higher sales and profits for distributors and business partners through improved feedback systems and channel efficiencies
As a marketer, each day that you cling to outmoded technologies and practices could be costing you competitive advantages that will be difficult, if not impossible, to regain. Author John Coe's book promises to demonstrate how to create and deploy a new sales coverage model that will enhance marketers' go-to-market selling strategies and tactics like never before.
Business-to-business selling has undergone a tremendous metamorphosis in the past decade. The actual purchase decision often requires input from many more people--frequently in multiple locations--while time-pressed buyers increasingly turn to the Internet for instant product information. Meanwhile, as sales professionals watch their call-to-close ratios go through the roof, they are driven even harder to meet the frequently heard twin appeals of "sell more" and "spend less" from management.
Coe aims to break through this impasse, showing sales and marketing decision makers how to meld effective face-to-face sales techniques with highly targeted communications that use the latest technologies--thereby creating a fully integrated, continuous marketing and sales system.
"The New Fundamentals of Business-to-Business Sales and Marketing" promises to provide marketers with a step-by-step roadmap for integrating their sales efforts with its marketing communications programs by revamping and updating their go-to-market sales strategies.
-From Amazon.com
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