B2B Customer Insight:The Proven Path To Growth John Barrett
This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics are supported by empirical case studies. Each case helps to illustrate the framework and discuss its applicability in practice. Through the presented exploratory case studies, the authors provide fresh examples from business practice that are easy to comprehend by undergraduate students, and are easily applied by managers in the field. The book consists of three main parts, covering important aspects of B2B branding. It presents several aspects of external as well as internal branding, supplemented by novel approaches in B2B branding. In addition, the book offers examples of best practices, as well as notable mistakes made by companies involved in branding processes. Thus, it provides a holistic perspective, which will enable companies to learn not only about best practices, but also about pitfalls in the area of corporate branding. In addition to the novel practical cases, each chapter provides relevant theoretical underpinnings presented in a simple, down-to-earth manner. The book highlights recent research areas and coming trends within B2B branding. The book is suitable for everyone with an interest in B2B branding, regardless of background or previous knowledge of branding.
Selling value to B2B buyers today can feel like trying to stop a freight train that´s hurtling towards the sales graveyard of commoditization and discounting. Today´s empowered buyer has done research, has a clear idea of his or her firm´s needs, and knows how much the firm is willing to pay. This type of buyer does not want a salesperson to talk about features and deliver a series of open-ended questions that delivers no value. What this buyer wants is insight. But how does a salesperson deliver insight so that it challenges the customer´s thinking without challenging the customer? That´s the question that this audiobook will answer. In part one of this book, we will examine why Insight Selling will help you sell value and differentiate your product to empowered buyers. In part two, we will provide six reasons why Insight Scenarios™ trump verbal persuasion at delivering insight to your customers. These reasons are backed by solid research: eight neuroscience studies and 20 research footnotes. Finally, in part three, we will show you how to create insight scenarios so that you can not only arm your salespeople with insights, but so that you can also show them the most effective way to deliver them. Once you have created your own insight scenarios, your salespeople will be more effective in two ways: They will be able to deliver insights without upsetting the buyer, ∧ They will be able to let the customer take your product out for a virtual test drive, so customers will discover for themselves the unique value of your product. 1. Language: English. Narrator: Dean Wendt. Audio sample: http://samples.audible.de/bk/acx0/033173/bk_acx0_033173_sample.mp3. Digital audiobook in aax.
Elite Execution: Disciplines & Insights for Extraordinary Salespeople was written for experienced professionals. Jason Elmore shares practical action items and insightful concepts that have been compiled and tested during a sales career that spanned the globe, from B2B to Med Device, and resulted in top performance and accolades. These tools and approaches were recognized as being so critical to success that Jason was awarded the opportunity to build and execute new hire sales training at one of the fastest growing divisions of the world´s largest healthcare company where he reduced average time to hit quota for new hires 50%. Jason specializes in introducing disruptive technology to surgeons and the healthcare market. We all know selling isn´t easy...and surgeons are some of the toughest customers. Surgeons outrank their sales representatives in just about every measure: experience, education, and income. Additionally, a surgeon´s decision to try something new can have life changing risks and benefits to patients. Combine all of that with the increasing financial pressures in healthcare, increasing regulation, multiple deal-killing, stakeholders in the system, and you have a recipe for what is perhaps the most complex sales environment today. Bottom line: what works here...will work anywhere. As you begin to learn from Jason´s proven experience, you will be exploring many critical concepts and disciplines: Articulate insights, manipulate variables, replicate success, translate it to others, and sustain your success Ask the right questions without asking too many Re-think roleplays to become a leader among your peers Diagram and diagnose broken sales calls and capture the keys to successful sales calls Find a sales job that matches your skills and experience Understand what motivates elite sales reps to achieve the exceptional Und... 1. Language: English. Narrator: A. J. Morrison. Audio sample: http://samples.audible.de/bk/acx0/097315/bk_acx0_097315_sample.mp3. Digital audiobook in aax.
Customer Centred Signalling:Stop selling and start responsible influencing New insights into online and social B2B marketing strategies Klaas Fleischmann
Get the expert perspective and practical advice on big data. The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The audiobook uses real-life examples - from Nate Silver to Copernicus, and Apple to Blackberry - to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it´s imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company´s customers - who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise. Explore why major corporations are betting their companies on marketing technology. Read case studies of big data winners and losers. Discover how to change privacy and security, and remodel marketing. Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it´s becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and this audiobook provides the practical guidance businesses nee... 1. Language: English. Narrator: A.T. Chandler. Audio sample: http://samples.audible.de/bk/adbl/022458/bk_adbl_022458_sample.mp3. Digital audiobook in aax.
You are in charge of your own personal branding as an entrepreneur. Accordingly, if you wish to achieve great things in the business world, LinkedIn is the first logical place to start the process of building your personal brand. If you disregard the importance of branding, your ambitions are likely to be frustrated, and your competitors are more likely to win. If you do, you are more likely to win and succeed in your business objectives, whatever they are. LinkedIn Mastery for Entrepreneurs was written for anyone who wishes to maximize the many applications of LinkedIn to build their personal brand. By employing LinkedIn to achieve your objectives, you must learn to harness the process of becoming a thought leader on LinkedIn. Author Chris J Reed is undeniably one of the world´s leading experts on LinkedIn. Maintaining over 60,000 LinkedIn connections, he has continued to uphold his status as one of the world´s most viewed LinkedIn profiles. He is also an Official LinkedIn Power Profile. Chris´s book will help you to tailor your own LinkedIn profile so that you too can start to yield its benefits as a powerful branding tool. Chris J Reed built his entire Black Marketing business exclusively on LinkedIn, and his business continues to grow and prosper via LinkedIn. LinkedIn Mastery for Entrepreneurs gives the listener valuable insights into many areas of LinkedIn, including: What is LinkedIn? Why use LinkedIn as an entrepreneur? Master your LinkedIn profile like a pro - why LinkedIn beats Facebook for B2B marketing How to message professionally for results How to become a thought leader on LinkedIn How to develop your own personal brand in LinkedIn 1. Language: English. Narrator: Lucy Vest. Audio sample: http://samples.audible.de/bk/acx0/074816/bk_acx0_074816_sample.mp3. Digital audiobook in aax.
New from the best-selling HBR´s 10 Must Reads series. Stop pushing products - and start cultivating relationships with the right customers. If you listen to nothing else on marketing that delivers competitive advantage, hear these 10 articles. We´ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it - and your customers - at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you´re really in Create products that perform the jobs people need to get done Get a bird´s-eye view of your brand´s strengths and weaknesses Tap a market that´s larger than China and India combined Deliver superior value to your B2B customers End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR´s 10 Must Reads: The Essentials, HBR´s 10 Must Reads on Communication, HBR´s 10 Must Reads on Collaboration, HBR´s 10 Must Reads on Innovation, HBR´s 10 Must Reads on Leadership, HBR´s 10 Must Reads on Making Smart Decisions, HBR´s 10 Must Reads on Managing Yourself, and HBR´s 10 Must Reads on Teams. PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your My Library section along with the audio. 1. Language: English. Narrator: Susan Larkin, Bernard Setaro Clark. Audio sample: http://samples.audible.de/bk/adbl/024006/bk_adbl_024006_sample.mp3. Digital audiobook in aax.
The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You´ll Ever Need and The Lost Art of Closing. Most sales teams don´t have the luxury of selling to ´´fresh´´ clients, who are looking for something new. Instead, they work in crowded, highly competitive environments, where winning means taking market share from their competitors, who in turn are working to take market share from them. As a salesperson working in these competitive conditions, how do you win a contract from your dream client when they seem satisfied with the service your competitor provides? Do you attempt to compete on features, superior customer service, or improved results? Anthony Iannarino argues that these days, none of those tactics will convince your prospect to make a switch. To displace your competition, you need to become your prospective client´s trusted advisor, by creating tangible value for them even before they decide to partner with you. In Eat Their Lunch, Iannarino outlines a strategy to create that kind of value, offering insights like: * Why different stakeholders in the buying process prioritize different kinds of value, and why you need to tailor your value creation to each of them. * Rank your prospective clients not on the basis of their size or convenience to you, but on who stands to gain the most strategic advantage from your solution. * Develop a more holistic view of the client by eliciting stakeholders´ individual beliefs and behaviors, and the organization´s collective beliefs and behaviors. The goal is to be so valuable to your dream clients that they want to hire you away.