Customer Management
Building and maintaining customer relationships is the core of any sales organisation.
However, the relevant literature is often very theoretical and not very relevant to practice.
In this section we therefore deal with short practical articles on the topic of customer acquisition and the development of new business areas.
The B2B customer – the often-unknown entity
How to avoid too much product focus and analyze the market successfully? …
Checklist Segmentation
In advance, a quantification of the target group should be in the foreground, as this decisively determines the...
Customer analysis
"The secret of success lies in the ability to get the other person's point of view and see things from that person's...
The eight biggest mistakes when introducing a CRM system
The CRM software must fit the budget, industry and requirements profile. A clear definition of the requirements helps...
(1) Lead Generation – Where to get the data?
For many sales organisations, obtaining addresses for new customer acquisition is a major challenge.
Best practice example “personas for a SaaS software in the e-health sector”
Integrating the personas into the sales and marketing process helps to develop better concepts for a tailored...
Customer data: Setting up and using CRM software correctly
The basic technical prerequisite for customer management is a….
(2) Lead Generating – Hunting or how do I get new leads?
In addition to the misconception that…
The right acquisition strategy
To put it bluntly, there is no one right acquisition strategy. What works for one target group in one sector may fail...
Excursus “Cold Calling”
Telemarketing: Cold calls are dead – a Cheers to cold calling!