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The Modern Customer – the PHANTOM Customers on the Run: How Sales must Respond to Radically New Buying Behavior

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 wo...

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Bibliographic Details
Main Author: Rainsberger, Livia
Format: eBook
Language:English
Published: Wiesbaden Springer Fachmedien Wiesbaden 2023, 2023
Edition:1st ed. 2023
Subjects:
Sales Management
Consumer Behavior
Sales And Distribution
Marketing
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Table of Contents:
  • 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

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