Inspired by a new, transformative era in human and business relations,
this book provides a unique perspective on the business transformation
that results from the collaboration between suppliers and their
strategic customers. It is all about guiding organizational change and
business transformation, starting with sales itself. Companies choosing
this approach can make a significant and meaningful difference with
strategic customers, moving beyond the competition. By challenging
existing business assumptions and creating new perspectives on the
marketplace, organizations can increase value across traditional company
borders, making the (business) world a better place in the process. Both
thought-provoking and practical, this management book integrates
academic insights, real life examples and best practices of business
transformation. It is a must-read for business leaders aiming to make a
difference.
"Integrating with your strategic customers beyond a transactional sales
relationship is key for shaping new markets, developing your brand, and
leveraging your strategic relationships. If sales and profitability with
strategic accounts are to grow beyond the average, a change in mindset
from seeing sales as an "outside" to an "inside" job is required to
truly create a win-win relationship. Kotler/Dingena/Pfoertsch's
"Transformational Sales" provides hands-on insights and tools needed for
companies who truly want to achieve this transformation."
Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances
Pte. Ltd. Singapore
"The more profoundly and systematically B2B companies familiarize
themselves with and accommodate their customers' functional, emotional
and strategic needs, the more powerful they are on the market. Top
brands are professionally and passionately tuned in to their customers.
Sales, Project Management, Marketing, R&D, Production and Purchasing
work in concert to drive customer success, always with an eye to the
future. This book presents illustrative cases, highlighting how
champions have scaled up their business."
Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany
