Create Demand: Generating Sales Opportunities

Kaj Storbacka and Risto Pennanen
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Kaj Storbacka: University of Auckland Business School
Risto Pennanen: Talent Vectia Ltd.

Chapter 3 in Solution Business, 2014, pp 35-49 from Springer

Abstract: Abstract Commercialization: We demonstrate how firms can use their understanding of their customers to craft persuasive value propositions designed to ensure that relevant customers know about the firms’ solution capabilities. Propositions can be developed for segments of customers’ organizations or of a particular market as well as individual customers. Industrialization: We argue that not all solutions need to be tailored but rather pre-configured. Firms that have a deep understanding of their customers and segments or of particular markets can configure a portfolio of solutions relevant for 80–90 % of situations in the market.

Keywords: Individual Customer; Customer Engagement; Sales Process; Sales Team; Solution Business (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-03976-3_3

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DOI: 10.1007/978-3-319-03976-3_3

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