反思销售管理：战略指导从业人员 Rethinking Sales Management: A Strategic Guide for Practitioners

作者简介：Beth Rogers is one of the UK’s leading thinkers on the role of sales management. She is a Senior Lecturer at Portsmouth Business School(www.port.ac.uk/pbs), where she runs the MA in Sales Management – the world’s first course of its kind – and contributes to the MSc Business Development and Leadership and MA Marketing. She is also Research Director of the Institute of Sales and Marketing Management (www.issm.co.uk) and chairs the Sales Project Group of the UK Government’s Marketing and Sales Standards Setting Body (www.msssb.org). Previously she worked in IT marketing, and was a Visiting Fellow at Cranfield School of Management.  

Until recently, sales managers received no specific training for their jobs. However, selling has become more complex with the emergence of regulations and more sophisticated customers. Sales managers need to inspire and achieve sales results by managing teams of professionals and other resources. To do so, they need guidance on dealing with issues that arise in these broader aspects of their role.
This concise guide for sales managers is based on a well-known sales management technique called the ‘customer portfolio matrix’. Beth Rogers weaves her version of this throughout, enabling sales managers to see their strategy from the customer’s point of view. Doing so will allow them to set realistic objectives, design new strategies that add real customer value, avoid wasting time on price-oriented customers and deploy resources for maximum results.