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Step 2: The Customer—Building a Detailed Understanding of the Buyer and Customer

In: Transforming Sales Strategies

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  • Manuel Beck

Abstract

In this chapter, the customer takes center stage as the pivotal point of any sales strategy. It highlights how a deep understanding of customer needs, preferences, and behaviors is crucial for building a successful sales strategy. Readers learn how to apply effective methods for customer analysis and segmentation and how to use these insights to develop tailored sales approaches. The chapter emphasizes the importance of customer orientation and demonstrates how creating value for the customer not only increases customer satisfaction and loyalty, but also serves as a driving force for sustainable business success.

Suggested Citation

  • Manuel Beck, 2025. "Step 2: The Customer—Building a Detailed Understanding of the Buyer and Customer," Springer Books, in: Transforming Sales Strategies, pages 53-115, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46809-5_3
    DOI: 10.1007/978-3-658-46809-5_3
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