The One To One Future

don-peppers-martha-rogers

Currency Doubleday 1993

In this guide to one-to-one selling, the authors argue that with increasingly interactive media, it now makes more sense to sell as many products and services as possible to one customer, than to just sell one product to as many customers as possible. Chapters cover such subjects as: how to identify and capitalize on customer differences; how to increase the share of valuable "lifetime" customers; how to treat different customers differently; how to anticipate what your customer wants; how to get customer feedback; how to remove distribution barriers; and how to implement the one-to-one marketing philosophy in your company.

Enterprise One-to-one:: Tools for Building Unbreakable Customer Relationships in the Interactive Age

Business & Money

Marketing & Sales

Piatkus Books

In a series of richly detailed case studies, the authors paint vivid portraits of B2B organizations wrestling with front--burner issues such as channel complexity, customer valuation, account development, sales force automation, knowledge--based selling, and new modes of compensation. They squarely tackle the question of how much technology is too much, arguing that one shouldna t ask "How can you use technology to automate a relationship?" but rather, "How can you use technology to strengthen a relationship and make it more valuable over time?" In One to One B2B, readers will discover the critical role that a "learning relationship" plays in developing new and existing customers to their fullest potential, as well as strategies designed specifically to unlock higher levels of profitability, ensure client loyalty, and fight margin erosion in the face of intense global competition. The result is an indispensable handbook on how to create and develop business--to--business sales and marketing techniques successfully in the bump and grind of the real world.

One to One B2B: Customer Development Strategies for the Business-to-business World

Martha Rogers

Currency

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