Description
In sales, the customer conversation is the last bastion of competitive differentiation, say consultants Riesterer and Emo, who have developed an approach they call Customer Message Management (CMM). This book offers guidance useful for business students and for entrepreneurs and executives looking for strategies to connect the traditionally disconnected departments of marketing and sales. The authors define the goals and principles of CMM and offer procedures for training and implementation. They do not include references to other sources of information or other types of approaches. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it — meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its thorough, practical coverage of CMM, this comprehensive guidebook gives readers invaluable insight into how to create effective brand, marketing, and sales messaging based on customer business roles and goals. It also equips readers with the skills to deliver those messages efficiently and effectively across all selling touch-points in a way that can be personalized for each prospect and customer. More than just creating customer-ready messages for the sales force to use, CMM helps companies discern how best to create messages, stimulate conversations, and continue customer dialogues that activate purchase intent.
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