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The challenges facing today's sales executives and their organizations continue to grow, but so do the expectations that they will find ways to overcome them and drive consistent sales growth.

There are no simple solutions to this situation, but in this thoroughly updated Second Edition of Sales Growth, experts from McKinsey & Company build on their practical blueprint for achieving this goal and explore what world-class sales executives are doing right now to find growth and capture it—as well as how they are creating the capabilities to keep growing in the future.

Based on discussions with more than 200 of today's most successful global sales leaders from a wide array of organizations and industries, Sales Growth puts the experiences of these professionals in perspective and offers real-life examples of how they've overcome the challenges encountered in the quest for growth.

The book, broken down into five overarching strategies for successful sales growth, shares valuable lessons on everything from how to beat the competition by looking forward, to turning deep insights into simple messages for the front line. Page by page, you'll learn how sales executives are digging deeper than ever to find untapped growth, maximizing emerging markets opportunities, and powering growth through digital sales. You'll also discover what it takes to find big growth in big data, develop the right "sales DNA" in your organization, and improve channel performance. Three new chapters look at why presales deserve more attention, how to get the most out of marketing, and how technology and outsourcing could entirely reshape the sales function.

Twenty new standalone interviews have been added to those from the first edition, so there are now in-depth insights from sales leaders at Adidas, Alcoa, Allianz, American Express, BMW, Cargill, Caterpillar, Cisco, Coca-Cola Enterprises, Deutsche Bank, EMC, Essent, Google, Grainger, Hewlett Packard Enterprise, Intesa Sanpaolo, Itaú Unibanco, Lattice Engines, Mars, Merck, Nissan, P&G, Pioneer Hi-Bred, Salesforce, Samsung, Schneider Electric, Siemens, SWIFT, UPS, VimpelCom, Vodafone, and Würth. Their stories, as well as numerous case studies, touch on some of the most essential elements of sales, from adapting channels to meet changing customer needs to optimizing sales operations and technology, developing sales talent and capabilities, and effectively leading the way to sales growth.

Engaging and informative, this timely book details proven approaches to tangible top-line growth and an improved bottom line. Created specifically for sales executives, it will put you in a better position to drive sales growth in today's competitive market.

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company.

The reason for this lies in the lack of a plan for marketing planning.

This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’.

With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as:

How to overcome existing hurdles of marketing planning and marketing strategy. How to set up a project for managing the marketing planning cycle. How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level. How to make marketing accountable in terms of performance measurement. How to implement an enhanced marketing planning in the organisation. How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.

This highly practical book is destined to be a must-have reference work on any marketer’s desk.

How companies turn value-added into real profits
The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in real dollars and cents wins every time. This book offers a step-by-step strategy for doing just that.
Every day, good companies suffer because they create value for customers but aren't able to keep their fair share. This is because most marketers can't fully explain the value customers get from their products, and the argument falls to the lowest common denominator-price. The solution is an approach to sales and marketing that goes beyond articulating features and benefits, but calculates the monetary value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value-and also let's the seller prove it to the customer!
With real case studies and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers and business leaders to prove the value of their "value-added."
Jeffrey J. Fox (Gilford, New Hampshire) is the founder and President of Fox & Company, Inc., a marketing consulting firm. Fox is also the author of the bestsellers How to Become a CEO, How to Become a Rainmaker, and How to Become a Great Boss. Richard C. Gregory (Farmington, Connecticut) is a Senior Consultant with Fox & Company.
This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?”


“This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.”
Sir Paul Judge, President, Chartered Institute of Marketing


“Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.”
Professor George Day, The Wharton School, Chairman of the American Marketing Association


“Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.”

Hamish Pringle, Director General, Institute of Practitioners in Advertising


“This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.”

Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing


“Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.”

Hugh Burkitt, CEO, The Marketing Society

The ultimate guide to relationships, influence and persuasion in 21st century business.

What is most important to your success as a sales or business professional? Is it education, experience, product knowledge, job title, territory, or business dress? Is it your company's reputation, product, price, marketing collateral, delivery lead times, in stock ratios, service guarantees, management strength, or warehouse location? Is it testimonials, the latest Forbes write up, or brand awareness? Is it the investment in the latest CRM software, business 2.0 tools, or social media strategy?

You could hire a fancy consulting firm, make the list longer, add some bullet points, put it into a PowerPoint presentation, and go through the whole dog and pony show. But at the end of the day there will be only one conclusion... None of the above! You see, the most important competitive edge for today's business professionals cannot be found on this list, your resume, or in any of your company's marketing brochures.

If you want to know the real secret to what matters most in business, just look in the mirror. That's right, it's YOU. Do these other things matter? Of course they do, but when all things are equal (and in the competitive world we live in today, things almost always are) People Buy You.

Your ability to build lasting business relationships that allow you to close more deals, retain clients, increase your income, and advance your career to rise the top of your company or industry, depends on your skills for getting other people to like you, trust you, and BUY YOU.

This break-through book pushes past the typical focus on mechanics and stale processes found in so many of today's sales and business books, and goes right to the heart of what matters most in 21st century business. Offering a straight forward, actionable formula for creating instant connections with prospects and customers, People Buy You will enable you to achieve a whole new level of success in your sales and business career. You'll discover:

Three relationship myths that are holding you back Five levers that open the door to stronger relationships that quickly increase sales, improve retention, increase profits and advance your career The real secret to making instant emotional connections that eliminate objections and move buyers to reveal their real problems and needs How to anchor your business relationships and create loyal customers who will never leave you for a competitor How to build your personal brand to improve your professional presence and stand-out in the market place

People Buy You is the new standard in the art of influence and persuasion. Few books have tackled the subject of interpersonal relationships in the business world in such a practical and down-to-earth manner, breaking what many perceive as a complex and frustrating process into easy, actionable steps that anyone can follow.

Foreword Long-term buyer-seller relationships are a real and important phenomenon in business-to business markets. Since the consequences for the parties to a relationship heavily depend on the management of these relationships, research becomes increasingly intensive to explain the real phenomenon of buyer-seller relationships. On the one hand, the objective is to determine when relationships are a reasonable form of coordination in markets. On the other hand, the management of the relationship itself is in the focus of the analysis. Transaction Cost Economics (TCE) has been proven a fruitful theoretical approach explaining both research objectives. TCE provides not only insights in which situations relationships are economically reasonable but also which activities are appropriate to protect ex post benefits on both sides of the relationship from an ex ante perspective. In relation to the second research objective of the buyer-seller relationship manage ment, safeguarding mechanisms - protection against opportunistic behavior - were in the center of the analysis in the business-to-business relationship literature. In contrast, the flexibility to react to changing environmental conditions was largely neglected in buyer seller relationship management. The reason for this one-eyed perspective can be traced back to the comparative static approach as proposed by TCE comparing the efficiency of different coordination forms at one point of time. Intuitively it becomes clear that con tractual safeguards to limit behavioral uncertainty do not only provide advantages but also reduce the repertoire of the parties to react to future, unexpected developments.
In the modern economy, businesses must have heart

The marketing industry is broken. Consumers are tired of interruption, push, mass media and the manipulation of marketing and advertising generally. They want to deal with honest, ethical companies that have heart and purpose and that care about serving all their stakeholders instead of their pockets. Conscious Marketing proves that marketing can really work if the paradigm is shifted—radically. In Conscious Marketing: How to Create an Awesome Business With a New Approach to Marketing, author Carolyn Tate demonstrates just how beneficial this shift can be. By practising the four tenets of conscious marketing, companies can raise their brand's profile and attract customers for life. The book shows how building a business with a higher-purpose can lead to sustainability, profitability and industry leadership. Conscious marketing works for both multinational corporations and cash-strapped small business alike.

In the modern market, a business that does well and contributes to the elevation of humanity and the planet attracts the best customers, employees, suppliers and investors. These people evangelize, and the brand reach expands exponentially further and to a more loyal audience than traditional marketing will ever capture. This concept and other topics in the book include:

What's wrong with marketing and why it doesn't work What "conscious" means to the consumer, business, leader and marketer The who, what, why and how of conscious marketing Navigating the shift from traditional to conscious practices

The book includes a three-part guide to crafting an actionable plan, including where to find help. Marketing doesn't have to be the budgetary dead weight it has become. It can be fun, human and inspiring for everyone involved, but change requires a deep shift in thinking and behaviour that goes way beyond the transaction or the sale. To stay relevant in the modern economy, businesses must show what's at their core, why they do what they do and why it matters. Conscious Marketing is a comprehensive guide to fixing the problem, with a sustainable solution.

This book bridges the disciplines of economics and marketing and brings them to bear on the analysis of contemporary business problems. The world has changed dramatically over the last four decades. Sociologically, technologically, economically and politically speaking the world is changing at an increasing pace. The spread of ideas and values are reinforcing the impact of globalization on various business operations and activities. As the late Peter Drucker once remarked: “while you were out the world changed.”

To make sense of to the world we live in, we are compelled to draw from diverse disciplines and subjects.This book focuses on the contributions of economics and marketing. The basic principles, theories and issues of economics are selected and are integrated with key elements and principles of marketing. Marketers, in conventional as well as in digital markets, are encouraged to integrate marketing with economics in order to make successful and effective business decisions.
Marketing and Economics are subjects dealing with business – business of private firms, not-for-profit organisations and that of government. Economics involves allocation of scarce resources. Scarcity in economics is relative scarcity, scarcity in relation to demand. Written in a casual, accessible language and taking very little for granted, this book is for anyone who is curious about economics and marketing. It provides the essential analytical framework necessary for thriving in today's business.
In its diverse chapters it covers topics such as offshoring, the circular economy, benchmarking, mergers and acquisitions, knowledge and innovation, services industries, customer relationships, advertising and communication, among others. It is particularly well suited to undergraduates in business or economics and its fresh perspectives on today's challenges would be of interest to business managers and marketing professionals.
Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels.

Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business.

At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world’s leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department.

Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream Process reveals the past strengths of the brand, its current characteristics and future potential. When the process involves everyone from the board to the marketing department and front line staff, it also generates a shared understanding of the business, its values and goals.

Brand Enigma gives you the tools to put your brand and business in a class apart from the competition.

"... for breaking the norm and looking at a brand from a team perspective, this is one of the best. There's no breakthrough point with more conventional approaches to brand development. This immerses you. It's a still-hidden gem that many other companies should try."
--Chris Priest, VP Marketing Europe Digital Appliances, LG

"What an extraordinary learning experience for our company. The Brand Dream let us express ourselves and get to a meaningful result unlike any other event that I have ever been a part of."
--Kenny Kahn, Chief Strategic Officer, Iverify

"We have never done anything like this before! We found the experience enlightening, our objective was our brand image, which we feel we achieved admirably. However the unexpected benefit was an emotional and adrenalin-filled roller coater of a team-building exercise."
--Andrew Jankel, Managing Director, Jankel Armouring

"It brought people together in a way that other brand development approaches would not ... If you have a brand in the doldrums, it’s an outstanding tool to reinvigorate it."
--Nick Shepherd, former senior marketing executive, Kraft Foods

"When you give anyone a mechanism for analysing the world, you empower them. It’s partly because the model is so simple that it is blindingly successful."
--David Bott, Director of Innovation Platforms, the Technology Strategy Board

More Introductions! More Appointments! More Clients!

You face four hurdles to gaining new clients: finding enough of the right prospects, getting their attention, making the sale, and multiplying your clients through referrals.

While referrals are important, they're not the endgame. Beyond Referrals helps you turn referrals into introductions, appointments, and sales--showing you how to turn referrals into introductions to the prospects who are eager to hear from you. Then, you'll learn proven ways to convert a high percentage of prospects into high-value clients.

"Bill's referral system is being used throughout our company because the results are undeniable. He has truly revolutionized the way our advisors are acquiring new clients through referrals. This book will turbocharge your client acquisition!" -- JOE JORDAN, Senior Vice President, MetLife

"Beyond Referrals is a gold mine of value-based, profit-creating information. Utilizing Bill's Perpetual Revenue System, we learn that obtaining the referral is only the first step in an ongoing and very profitable cycle." -- BOB BURG, coauthor of The Go-Giver and author of Endless Referrals

"Beyond Referrals explains how to avoid leaving money on the table from what I call the 'second sale.' You can read this book and double your business, or you can merely work twice as hard. That's not much of a choice." -- ALAN WEISS, PhD, author of Million Dollar Consulting and Million Dollar Referrals

This is the ultimate blueprint for converting referrals into clients." -- Ivan Misner, PhD, New York Times bestselling author and founder of BNI

 Fact: 25% of sales representatives produce 90 to 95% of all sales.Clearly, most people who have chosen sales as their career are not selling up to their potential and therefore not making the incomes they could. Why is this case? It’s not that the job can’t be done because 25 percent are doing it, and doing it well. It’s because the other 75 percent either are not in the right sales position or they truly don’t know how to sell.

Until now, most sales people have not had access to effective, affordable sales training. Action Plan For Sales Success is a proven, turn key program that will become the foundation of your sales process.

Action Plan For Sales Success will improve your selling skills so that you can achieve your true sales potential.

What You Will Learn
1. Why Are You In Sales? - Goal Setting & Action Planning: How to determine and track what you have to do each and every sales day to get where you want to go! 
2. It All Starts Here! - Define Your Target Market, Create Your Follow-Up File & Then Prospect!: How to define your real target markets, design your CRM program to track it, and how to create a prospecting approach that opens the door! 
3. Why Do Prospects Buy? - The Fact Find 
How to develop questions that create value and differentiate you from the competition!: Selling Your Solution - The Presentation of Offer 
4. How to present your product so that the prospect buys!: How to present your product so that the prospect buys! 

"I found the course very useful; very helpful. It's the clearest one that I have ever seen."

Action Plan For Sales Success – Proven Methods That Produce Measurable Results

"I have Susan's sales training book and I highly recommend it. She has produced a step by step process for winning at the sales game - Her many years of personal sales success, plus the many situations she has helped others win at are captured in an easy to read, and follow, discussion along with all the tools you need to get yourself on track and stay there." - Fred B.

"I found the course very useful; very helpful. It's the clearest one that I have ever seen." - Roland S.

"Susan really knows the selling world. She's honest, articulate, bright, giving, highly competent, personable and a top professional. Welcome her. It's the right thing to do." - Allan S.

"My awareness of selling techniques has increased by 50%." - Ravi O.

"I am working through your “Action Plan For Sales Success” ... and I’d like to say THANKS for a great hands on approach, with working documents that make it easy to turn learning into ACTION." - Don M.

“I love the book.” – Kristen E.
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services.

Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand.

Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'.
Five major brand categories are dealt with in separate chapters:
-entering goods brands;
-intermediary equipment goods brands;
-equipment goods brands;
-business-to-business service brands; and
-industrial distributor brands.

From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands?
An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.).

This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.

Increase Profits, Be more Organized, attract a Higher Quality & Quantity of Referrals, Run Your Business so That It Doesn't Run You, Take Your Business to the Next Level... With Breakthrough Business Development!

Breakthrough Business Development shows you how to attract and keep great clients, while running a profitable and efficient business. It helps every knowledge-for-profit professional to maximize your most valuable client relationships, and to develop a personalized business development plan to mine the untapped potential in your business.

Praise for the Pareto System, Featured in Breakthrough Business Development.

"I am just beside myself on the results gathered so far from instituting the Pareto System. I use an agenda for meetings now and have formulated a standard package given to new clients. Already I have sent out twenty thank-you cards to new referrals. I even got a referral from a referral if that makes sense. Some clients didn't know that I was still expanding my business. I am also finding advocates that I didn't classify as such. Opening twenty accounts in this short time span is amazing but already I have another ten leads in the pipeline. You guys were right, it does work."

"We have been building client relationships for 45 years... Pareto Systems successfully helped us to pause and then guided us through the process of defining the appropriate business structure and systems which will strengthen and enhance our best client relationships. We are now focusing on a comprehensive, systematized program for select clients. The results have been amazing-client satisfaction is way up and so are revenues."
Buyer behavior has changed the marketplace, and sellers must adapt to survive

The Collaborative Sale: Solution Selling in Today's Customer-Driven World is the definitive guide to the new reality of sales. The roles of buyers, sellers, and technology have changed, and collaboration is now the key to success on all sides. The Collaborative Sale guides sales professionals toward alignment with buyers, by helping them overcome their problems and challenges, and creating value. From building a robust opportunity pipeline and predicting future revenues to mastering the nuances of buyer conversations, the book contains the information sales professionals need to remain relevant in today's sales environment.

Buyers have become more informed and more empowered. As a result, most sellers now enter the buying process at a much later stage than the traditional norm. The rise of information access has given buyers more control over their purchases than ever before, and sellers must adapt to survive. The Collaborative Sale provides a roadmap for adapting through sales collaboration, detailing the foundations, personae, and reality of the new marketplace. The book provides insight into the new buyer thought processes, the new sales personae required for dealing with the new buyers, and how to establish and implement a dynamic sales process. Topics include:

Selling in times of economic uncertainty, broad information access, and new buyer behavior Why collaboration is so important to the new buyers The emergence of new sales personae – Micro-marketer, Visualizer, and Value Driver Buyer alignment, risk mitigation, and the myth of control Situational fluency, and the role of technology Focused sales enablement, and buyer-aligned learning and development Implementation and establishment of a dynamic sales process

The book describes the essential competencies for collaborative selling, and provides indispensable supplemental tools for implementation. Written by recognized authorities with insights into global markets, The Collaborative Sale: Solution Selling in Today's Customer-Driven World is the essential resource for today's sales professional.

The first portion of Dr. Magin' s dissertation research focuses on the impact of demand related information on marketing activity. More precisely, Dr. Magin addresses important questions such as the degree to which firms equipped with demand-related information (DRI) introduce more products, satisfy consumers better, and, most fundamentally, make more money than firms without such DRI. This portion of Dr. Magin's dissertation work involves condensing the broad extant knowledge pertaining to marketing information and creating new hypotheses, empirically testing these hypotheses, and linking results to managerial practice as well as linking the findings to research opportunities. In addition to this, Dr. Magin's dissertation research entails a more theoretical and quantitative portion that addresses the problem of product differentiation. Here, she immerses herself into the areas of distance functions, distance measures, and spatial product differentiation. This portion of her dissertation is more quantitative and theoretical. In the first portion of her dissertation, Dr. Magin augments extant knowledge from economics, game theory, decision research, and social psychology into a sizeable set of hypotheses. To empirically test these hypotheses, she makes a large effort to collect primary data. More precisely, she uses a complex market simulation to conduct experiments through the course of three full years. Next, she tests her hypotheses using a variety of conservative tests. Her results are very interesting as she finds much support for the linkages she hypothesized.
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