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The modern customer - the PHANTOMcustomers on the run: how sales must respond to radically new buying behavior /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The modern customer - the PHANTOMby Livia Rainsberger.
Reminder of title:	customers on the run: how sales must respond to radically new buying behavior /
Author:	Rainsberger, Livia.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2023.
Description:	xxiii, 259 p. :ill. (some col.), digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Sales management.
Online resource:	https://doi.org/10.1007/978-3-658-39196-6
ISBN:	9783658391966$q(electronic bk.)

The modern customer - the PHANTOMcustomers on the run: how sales must respond to radically new buying behavior /
Rainsberger, Livia.

The modern customer - the PHANTOMcustomers on the run: how sales must respond to radically new buying behavior /[electronic resource] :by Livia Rainsberger. - Wiesbaden :Springer Fachmedien Wiesbaden :2023. - xxiii, 259 p. :ill. (some col.), digital ;24 cm.

The 3E world: enthusiasm, rush, simplicity -- The 3I person: incognito, informed, independent -- The new B2B customer, the PHANTOM: passionate, highly informed, autonomous, benefit-oriented, terrorised, opportune, mobile -- The (un)conscious motives of the new B2B customer: Characteristics, behaviour, needs and expectations -- Realigning sales to the modern customer: Positioning and offering, sales models and processes, customer approach and acquisition.

This book shows how companies can - and must - adapt their sales strategies and processes to changing customer expectations in times of digital transformation and markets volatility. How can sales address, win and retain the modern customer, an intangible PHANTOM in the digital space? The digital world is characterized by eagerness, ease and enthusiasm. Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent. As customers, they actively elude traditional sales and marketing on their way to a buying decision - in B2C and B2B alike. To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling. In this context, the author offers a wealth of suggestions with examples and provocative theses. A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups. Content insights: What shapes our world and economy today How the modern customer behaves and what he expects How to reach the PHANTOM customer How the buying decision process evolves in a digital world What the new sales process must ensure The author Livia Rainsberger, founder of the sales consulting company WISSENCE, is helping companies to master the digital transformation of their sales organizations, both at national and international level, in B2B and B2C alike. Her books "AI - the new intelligence in sales" (2021) and "Digital transformation in sales" (2021) have also been published by Springer Gabler.

ISBN: 9783658391966$q(electronic bk.)

Standard No.: 10.1007/978-3-658-39196-6doiSubjects--Topical Terms:

199447
Sales management.

LC Class. No.: HF5438.4 / .R35 2023

Dewey Class. No.: 658.81

The modern customer - the PHANTOMcustomers on the run: how sales must respond to radically new buying behavior /
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520 $a This book shows how companies can - and must - adapt their sales strategies and processes to changing customer expectations in times of digital transformation and markets volatility. How can sales address, win and retain the modern customer, an intangible PHANTOM in the digital space? The digital world is characterized by eagerness, ease and enthusiasm. Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent. As customers, they actively elude traditional sales and marketing on their way to a buying decision - in B2C and B2B alike. To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling. In this context, the author offers a wealth of suggestions with examples and provocative theses. A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups. Content insights: What shapes our world and economy today How the modern customer behaves and what he expects How to reach the PHANTOM customer How the buying decision process evolves in a digital world What the new sales process must ensure The author Livia Rainsberger, founder of the sales consulting company WISSENCE, is helping companies to master the digital transformation of their sales organizations, both at national and international level, in B2B and B2C alike. Her books "AI - the new intelligence in sales" (2021) and "Digital transformation in sales" (2021) have also been published by Springer Gabler.
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