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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Michael Nick ，Kurt Koenig著

出 版 社： Oversea Publishing House

出版时间： 2004-9-1字数：版次：页数： 299印刷时间： 2004/09/01开本： 16ga印次：纸张： 胶版纸I S B N ： 9780793187997包装： 精装内容简介

ROI selling works within a company’s existing sales methods to increase the effectiveness and production of their sales force。

Current economic conditions are forcing everyone from large corporations to smaller privately held companies to maximize their revenue streams from new and existing customers。 To be successful， firms today must outsell their competition and exceed customer expectations-thus creating long-term satisfaction and loyalty。

While basic sales methodologies instruct salespeople on the nuts and bolts of the sales process-who to approach in an organization， when to ask questions， and what to ask-ROI Selling takes them to a new level。 Using a unique ……360 Degree Measurement…… technique， this guide provides practical tools for turning valuable customer feedback into a compelling case for their products and services。

Sales professionals will be able to demonstrate to the customer how their products and services will produce a more successful and tangibleoutcome than the competition。 Techniques from ROI Selling are currently being used to effectively increase the productivity of sales forces in a variety of industries， and they have been licensed by the authors of Solution Selling as part of their training programs that reach thousands of sales professionals each year。

Through the use of actual case studies， ROI Selling provides stories， success criteria， and actual statistics on value estimation to aid readers in building compelling ROI models for their own products and services。

作者简介：

Authors Michael J. Nick and Kurt M。 Koenig are nationally recognized sales and value estimation experts。 Founded in 1998， VMC， Inc。/ROI4Sales creates credible and objective ROI sales tools to aid their clients in increasing revenues， shortening sales cycles， avoiding discounting， and clearly communicating product knowledge。 VMC has provided measurable results to firms of all sizes from start-ups to 50 of the Fortune 500 companies， including organizations such as Hewlett-Packard， Great Plains Software， Oracle， and Rockwell Automation。 Prior to founding VMC， Nick served as an executive vice president of worldwide sales and marketing for a leading CRM software firm。 Koenig has been a principal at Penta Technologies for more than 25 years， developing， supporting， and providing project management software systems for a diverse industry and client base。

目录

Foreword Xi

Preface xiil

Acknowledgments XV

Introduction xvii

PART 0NE

LAYING THE FOUNDATION Collecting and Organizing ROI Data

1．Understanding the ROI Development Process

GatherinyInformation

RecordingtheInformation：TheROI ValueMatrix

Building the Perfect ROIModel

Remaining Steps for Completing the ROI Model

Using Software tO Build the RoI Model

StimulatingThouKhtProcesses

2．Creating Why Buy Statements

Key Concepts and Guidelines

Understanding How to Create Powerful Why Buy Statements

Including Measurable Goals

Limiting Each Statement tO a Single Goal or Idea

Writing Clear，Concise，and Personalized Statements

Improving Sample Why Buy Statements

Summary

3．Defining Business Issues

FiveRulesforCreatingEffectiveBusinessIssueStatements

Key Concepts and Guidelines

Creating Business Issue Statements

Being Specific

Testing Statements with Examples

Considering the Costs of Lost Opportunities

Evaluating the Effectiveness of Business Issue Statements

Quantifying Tangible and Intangible Costs and Savings

Summary

4．Identifying the Stakeholders

Key Concepts and Guidelines

Mastering Stakeholder Identification

Identifying Multiple Stakeholders for an Issue

Who Stands tO Lose？Who Stands tO Gain?

When Is a Single Stakeholder the Right Choice?

Identifying Stakeholders Who Have Difierent Stakes within the Same

Statement

Adding Stakeholders to Your ValueMatrix

Summar

5．Describing Desired Outcomes

Key Concepts and Guidelines

Creating Desired Outcomes

Using Measurable Terms

Connecting the Why Buy and Business Issue Statements

Thinking Outside the Box

Testing and ImprovingDesired Outcomes

Summary

6．Identifying Features and Solutions

Key Concepts and Guidelines

Finding the Knowledge within Your Organization

Assessing the ValueMatrixandIdentifyingFeatures/Solutions

Matching Specific Features/Functions tO Issues and Outcomes

Combining Features．Functions．and Services as Solutions

Evaluating CIther Examples

Summary

7．Assigning ROI Categories and Value Metrics

Understanding ROI Categories and Value Metrics

Key Concepts and Guidelines

Assigning Categories and Value Metrics

PART TWO

BULKING THE PERFECT ROI MODEL

PART THERR

INTEGRATING ROI INTO YOUR SALES AND MARKETING PROCESSES

Glossary

Index

 

 

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