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One to One B2B: Customer Development Strategies for the Business-To-Business World

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The authors, partners in a management consulting and training firm, offer a set of tools for creating deeper and more profitable relationships with customers for B2B (business to business) enterprises. Using case studies that examine the customer relationship management efforts of five leading B2B organizations, including Dell Computer, a division of Novartis, and Bentley Systems, which sells its CAD-CAM software applications, they explore such issues as structure, channel conflict, managing multiple product lines, hiring and training, and sales attitudes and behavior. They counsel that in the one- to-one future, B2B organizations must do a lot more than just sell; they must also build relationships by concentrating on a few important tasks, such as account development, knowledge- based or consultative selling, and embracing information technology to help customers with long-term problem solving.

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