WHO NEEDS TO READ THIS BOOK?
Anyone who is interested in driving sales performance
improvement—and making the customer the center of
everything his or her organization does—will find value in
this book. Becoming solution-centric is an organizational
transformation, requiring teamwork and alignment in
every part of the company. As a result, not only will executives
find the contents of this book of interest, many
other departmental managers will also find it useful,
including:
• Marketing professionals. Embracing solution-centricity
has significant implications for how marketing
specialists think and act. The kinds of messages that
they produce—and how they use those messages to
communicate internally and to customers—change
dramatically when an organization becomes solution-
centric.
• Sales professionals. The words that come out of the
sales channel’s mouth and into your customer’s ears
at the point of purchase are some of the most important
if the organization is to be perceived as solutioncentric.
The actions of a successful solution-centric
sales organization are also radically different than of
those that are product-centric.
Introduction
■ xvi ■
• Customer service and support. All the positioning and
posturing in the world won’t mean a thing if the solution-
centric view stops in the customer service department.
Organizations that want customers’ long-term
business must also align the way their service and support
teams interact with customers if they want to
reap the full benefits of solution-centricity. While this
book does not directly address the customer service
function, it should be possible for readers to extrapolate
appropriate practices for service functions from
many of the concepts presented herein.
• Operational managers and executives. If you are a
manager or executive in your organization, you can
benefit from knowing how to support your organization’s
efforts to become solution-centric. If you are in
finance or administration, for example, knowing how
your department’s policies align with a solutioncentric
orientation can make a material difference in
your company’s success.
• Partners and alliances. Many companies form partnerships
or alliances with third-party organizations so that
they can provide better solutions to joint customers. If
your partner or ally is a solution-centric organization,
then you need to understand the values your partner is
using to make decisions so that you can maximize the
value you gain from the relationship.
If your success is dependent upon either your ability or
your organization’s ability to market, sell, and deliver
high-value solutions, then this book is for you.
Introduction
WHO NEEDS TO READ THIS BOOK?
Anyone who is interested in driving sales performance
improvement—and making the customer the center of
everything his or her organization does—will find value in
this book. Becoming solution-centric is an organizational
transformation, requiring teamwork and alignment in
every part of the company. As a result, not only will executives
find the contents of this book of interest, many
other departmental managers will also find it useful,
including:
• Marketing professionals. Embracing solution-centricity
has significant implications for how marketing
specialists think and act. The kinds of messages that
they produce—and how they use those messages to
communicate internally and to customers—change
dramatically when an organization becomes solution-
centric.
• Sales professionals. The words that come out of the
sales channel’s mouth and into your customer’s ears
at the point of purchase are some of the most important
if the organization is to be perceived as solutioncentric.
The actions of a successful solution-centric
sales organization are also radically different than of
those that are product-centric.
Introduction
■ xvi ■
• Customer service and support. All the positioning and
posturing in the world won’t mean a thing if the solution-
centric view stops in the customer service department.
Organizations that want customers’ long-term
business must also align the way their service and support
teams interact with customers if they want to
reap the full benefits of solution-centricity. While this
book does not directly address the customer service
function, it should be possible for readers to extrapolate
appropriate practices for service functions from
many of the concepts presented herein.
• Operational managers and executives. If you are a
manager or executive in your organization, you can
benefit from knowing how to support your organization’s
efforts to become solution-centric. If you are in
finance or administration, for example, knowing how
your department’s policies align with a solutioncentric
orientation can make a material difference in
your company’s success.
• Partners and alliances. Many companies form partnerships
or alliances with third-party organizations so that
they can provide better solutions to joint customers. If
your partner or ally is a solution-centric organization,
then you need to understand the values your partner is
using to make decisions so that you can maximize the
value you gain from the relationship.
If your success is dependent upon either your ability or
your organization’s ability to market, sell, and deliver
high-value solutions, then this book is for you.
Introduction
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