Business to business marketing: creating a community of by Victor L. Hunter

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By Victor L. Hunter

"In a hugely aggressive worldwide industry, this concept of "creating a group of consumers" is really an exciting and insightful approach to do business--both brief- and long-term." -- Dr. Stephen R. Covey Covey management middle "At final . . . Hunter and Tietyen have written a "must-read" implemenation advisor for company marketers!" -- Leonard A. Schlesinger George F. Baker, Jr., Professor of industrial management Harvard collage "This publication is progressive. i am confident Vic Hunter and his affiliates have set the traditional for business-to-business advertising and marketing within the twenty first century." -- Bob Stone, Chairman Emeritus Stone & Adler, Inc. "What a good booklet! . . . really leading edge pondering and a must-read for any govt accountable for his or her company's advertising future." -- Chuck Tannen, President aim convention company "Two kinds of pioneers can adjust the norms of ways trade succeeds: those that find a greater means and those that placed that higher means into perform. Hunter is among the exact breed who meets either elements of that definition. He has subtle the artwork of database advertising and marketing and utilize it in solidifying company relationships." -- Edward L. Schmitz Director, New company improvement Shell Oil items

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Extra resources for Business to business marketing: creating a community of customers

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The center is used to coordinate contacts with the customer, initiate ''dialogue,'' respond to customer requests, execute direct mail and other marketing communication activities, schedule sales calls, perform direct selling functions, and monitor customers' changing needs or dissatisfactions. One goal of the center is to increase sales productivity, which is measured by comparing sales expenses with sales revenues. Companies can experience an immediate 15 percent increase in sales productivity when they integrate phone and mail contacts with face-to-face contacts.

Once you understand why and how an individual customer buys from you, you can begin the process of delivering value through every contact with the individual. This added value encompasses communicating with the individual and satisfying needs. During this process, you need to identify every point of contact you have with the customer. Then you can analyze the type of information or value exchanged at each contact point. Next, ask the customer how, when, and about what they want contact to build and sustain a long-term relationship.

So, it's important to understand how your customer wants to be contacted. Developing a value-added contact plan. Once you understand why and how an individual customer buys from you, you can begin the process of delivering value through every contact with the individual. This added value encompasses communicating with the individual and satisfying needs. During this process, you need to identify every point of contact you have with the customer. Then you can analyze the type of information or value exchanged at each contact point.

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