Developing a Customer Strategy
8.1 Discuss the meaning of a customer strategy
The greatest challenge to salespeople in the age of information is to understand realized and unrealized needs and improve responsiveness to customers. In fact, a growing number of sales professionals believe the customer has supplanted the product as the driving force in sales today. This is especially true because many of today’s customers no longer care where or from whom they buy. They are a new generation of aggressive, Internet-empowered customers. They are “new experts.” They are confident and determined because they are equipped with purchasing firepower unavailable to any previous generation. They employ three power tools to get their way.
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