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Customers: The Focus of the Sales Strategy

In: Sales Excellence

Author

Listed:
  • Christian Homburg

    (Universität Mannheim)

  • Heiko Schäfer
  • Janna Schneider

Abstract

This chapter analyzes the pivotal questions that a sales strategy needs to address regarding customers, including: Who are the company’s customers? What are their basic needs? What basic customer benefits does the company provide? Building on these basic questions, the chapter continues by covering important related topics such as market segmentation criteria, customer prioritization and customer retention. This chapter effectively illustrates the broad scope of Sales Excellence. While the main focus is on sales management (typically an internal, organizational focus), this chapter, like many other chapters in this book, also incorporates the necessary customer perspective in order to better understand the sales function. For example, this chapter offers the first of several considerations of customer relationship management systems and perspectives, and various ways how firms can use these to achieve excellence.

Suggested Citation

  • Christian Homburg & Heiko Schäfer & Janna Schneider, 2012. "Customers: The Focus of the Sales Strategy," Management for Professionals, in: Sales Excellence, edition 127, chapter 2, pages 27-39, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-29169-2_2
    DOI: 10.1007/978-3-642-29169-2_2
    as

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