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Driving Change with Strategic Customers

In: Transformational Sales

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Marian Dingena

    (MPCN, Action Learning & Business Coaching/Rotterdam School of Management)

  • Waldemar Pfoertsch

    (Pforzheim University)

Abstract

Chapter 2 focuses on the business transformation that can result from the transformative collaboration between suppliers and their strategic customers. The chapter starts with separating those strategic customers with whom we will be able to drive change and make a difference, from other important customers. You will find the definitions and various management tools to determine the future value of your customer portfolio. Additionally the concept of Transformational Sales is brought to life by illustrating how to bring sales to a more strategic level and move beyond transactional and solution sales approaches. Building transformative relationships requires thinking beyond sourcing or selling categories and assessing the potential value of the customer-supplier relationship. In essence Transformational Sales is described as guiding organizational change and business transformation, starting with sales itself, provoking new perspectives upon the way of doing business, and thereby moving beyond the competition.

Suggested Citation

  • Philip Kotler & Marian Dingena & Waldemar Pfoertsch, 2016. "Driving Change with Strategic Customers," Springer Books, in: Transformational Sales, edition 1, chapter 2, pages 9-39, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-20606-6_2
    DOI: 10.1007/978-3-319-20606-6_2
    as

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