Transformational Sales : Making a Difference with Strategic Customers

Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an “outside” to an “inside” job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch’s “Transformational Sales” provides hands-on insights and tools needed for companies who truly want to achieve this transformation." __Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore__ "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers’ functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." __Achim Kuehn____,__ __CMO Herrenknecht AG,__ __Schwanau, Germany__ Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that℗lresults from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an ĺloutsideĺl to an ĺlinsideĺl job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertschĺls ĺlTransformational Salesĺl provides hands-on insights and tools needed for companies who truly want to achieve this transformation." ℗lMarc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore "The more profoundly and systematically B2B companies℗lfamiliarize themselves with and accommodate their customersĺl℗lfunctional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R & D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." ℗lAchim Kuehn, CMO Herrenknecht AG, Schwanau, Germany Front Matter....Pages i-xxiii Introduction....Pages 1-7 Driving Change with Strategic Customers....Pages 9-39 Setting the Joint Transformation Agenda....Pages 41-69 Guiding Customer Business Transformation....Pages 71-99 Enabling Internal Transformation....Pages 101-119 Undertaking the Transformative Journey....Pages 121-135 Back Matter....Pages 137-162