Record Nr.

UNINA9910637716903321

Autore

Rainsberger Livia

Titolo

Digital transformation in sales : how to turn a buzzword into real sales practice - a 21-step guide. / / Livia Rainsberger

Pubbl/distr/stampa


Wiesbaden, Germany : , : Springer, , [2023]
©2023

ISBN

9783658388874

9783658388867

Descrizione fisica

1 online resource (288 pages)

Disciplina

635

Soggetti

Sales management

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Nota di bibliografia

Includes bibliographical references.

Nota di contenuto

Intro -- The Spirit of Digitalization -- Never So Easy and Never So Difficult -- Another Book on Digitalization? -- And What About Technology? -- Not Amazon, Facebook, Apple, and Uber Again … -- Is This Guide for Me? -- Contents -- About the Author -- Abbreviations -- 1: Digital Transformation in Sales, WHY Actually? -- 1.1 Sales Changing -- 1.1.1 Top Trends in Customer Behavior -- 1.1.2 Top Trends in Sales Technology -- 1.1.3 Top Trends in Sales Approaches and Models -- 1.1.4 Top Trends in Customer Behavior, Triggered by COVID-19 -- 1.2 The Drivers of the Digital Transformation in Sales -- 1.2.1 Market -- 1.2.2 Technology -- 1.2.3 Customer -- References -- 2: Digital Sales Transformation: WHAT Is It Really? -- 2.1 Digitalization in Sales: What Many Talk About and Few Really Understand -- 2.2 The Well-Kept Secret of Sales Organizations -- 2.3 Digital Transformation in Sales: What Is It Really All About -- References -- 3: 7W Strategy for Digital Transformation in Sales: HOW Do We Close the Gaps? -- 3.1 WHAT: Value Proposition -- 3.1.1 Customer Benefit -- 3.1.2 USP: Unique Selling Proposition -- 3.1.3 Trust Position -- 3.2 WHOM: Addressing -- 3.2.1 Target Customer -- 3.2.2 Target Markets -- 3.2.3 Relationship -- 3.3 WHEREBY: Approach -- 3.3.1 Sales Model -- 3.3.2 Sales Channels -- 3.3.3 Sales Process -- 3.4 WHY: Strategy -- 3.4.1 Market Position -- 3.4.2 Differentiation -- 3.4.3 Strategic Goals -- 3.5 WHERE: Positioning --

3.5.1 Presence -- 3.5.2 Platforms -- 3.5.3 Networks -- 3.6 WHICH: Activities -- 3.6.1 Marketing -- 3.6.2 Sales -- 3.6.3 Performance -- 3.7 WHEREWITH: Resources -- 3.7.1 Organization -- 3.7.2 Technology -- 3.7.3 Partner -- 3.8 Development Process: From Thinking to Doing -- 3.8.1 Guidance for Change -- 3.8.2 Step by Step, but Not Successive -- 3.8.3 The Right Balance.

3.8.4 Keeping Customers in View -- 3.8.5 Productivity and Efficiency follows Growth and Innovation -- 3.8.6 The Right Management Attitude -- 3.8.7 Do Consultants Know It Better? -- 3.9 Implementation Process: From Knowledge to Action -- 3.9.1 The Journey from Flipchart into Reality: Closing the Gap Between Knowledge and Action -- 3.9.2 A Strategy Can Only Be as Good as its Implementation Plan -- 3.9.3 Success Factors -- References -- 4: Sales Technology: An Ocean of Possibilities -- 4.1 The Technology Perspective -- 4.1.1 3D Visualization -- 4.1.2 Rapid Prototyping and 3D Printing -- 4.1.3 M2M and IoT -- 4.1.4 Wearables -- 4.1.5 Video -- 4.1.6 Collaboration -- 4.1.7 Artificial Intelligence -- 4.1.8 Chatbots -- 4.1.9 Augmented Reality -- 4.1.10 Virtual Reality -- 4.1.11 Big Data &amp -- Analytics -- 4.1.12 Cloud Computing -- 4.1.13 Social Technology -- 4.1.14 Mobile Computing -- 4.2 The Sales Process Perspective -- 4.2.1 Lead Generation -- 4.2.2 Quotation and Sales -- 4.2.3 Order Management -- 4.2.4 Implementation -- 4.2.5 Customer Development -- 4.2.6 Customer Communication -- 4.2.7 Positioning in the Digital Space -- 4.2.8 Sales Efficiency -- 4.2.9 Sales Performance Management -- 4.3 The Tool Perspective -- 4.3.1 CRM -- 4.3.2 Sales Acceleration -- 4.3.3 Sales Enablement -- 4.3.4 Sales Automation -- 4.3.5 Sales Analytics -- 4.3.6 Customer Communication -- 4.3.7 Lead Generation -- 4.3.8 Sales Intelligence -- 4.3.9 Customer Service -- 4.3.10 Account Based Marketing -- References -- 5: Outlook: There Is No Way Back -- Closing Words: How Come…?.