LEADER 03840nam 2200529 450 001 9910672447303321 005 20240229164035.0 010 $a9783658391966$b(electronic bk.) 010 $z9783658391959 024 7 $a10.1007/978-3-658-39196-6 035 $a(MiAaPQ)EBC7203078 035 $a(Au-PeEL)EBL7203078 035 $a(CKB)26162268000041 035 $a(DE-He213)978-3-658-39196-6 035 $a(EXLCZ)9926162268000041 100 $a20230515d2023 uy 1 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe Modern Customer - the PHANTOM $eCustomers on the Run : How Sales must Respond to Radically New Buying Behavior /$fLivia Rainsberger 205 $a1st ed. 2023. 210 1$aWiesbaden, Germany :$cSpringer,$d[2023] 210 4$d©2023 215 $a1 online resource (277 pages) 311 08$aPrint version: Rainsberger, Livia The Modern Customer - the PHANTOM Wiesbaden : Springer Fachmedien Wiesbaden GmbH,c2023 9783658391959 320 $aIncludes bibliographical references. 327 $aThe 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. 330 $aThis 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 world is characterized by eagerness, ease and enthusiasm. Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent. As customers, they actively elude traditional sales and marketing on their way to a buying decision ? in B2C and B2B alike. To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling. In this context, the author offers a wealth of suggestions with examples and provocative theses. A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups. Content insights: What shapes our world and economy today How the modern customer behaves and what he expects How to reach the PHANTOM customer How the buying decision process evolves in a digital world What the new sales process must ensure The author Livia Rainsberger, founder of the sales consulting company WISSENCE, is helping companies to master the digital transformation of their sales organizations, both at national and international level, in B2B and B2C alike. Her books "AI ? the new intelligence in sales" (2021) and "Digital transformation in sales" (2021) have also been published by Springer Gabler. 606 $aConsumer behavior 606 $aSales management 606 $aConducta dels consumidors$2thub 606 $aGestió de vendes$2thub 608 $aLlibres electrònics$2thub 615 0$aConsumer behavior. 615 0$aSales management. 615 7$aConducta dels consumidors 615 7$aGestió de vendes 676 $a658.8342 700 $aRainsberger$b Livia$01258280 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910672447303321 996 $aThe Modern Customer - the PHANTOM$93049331 997 $aUNINA