BARRY Z. POSNER, PhD, is the Accolti Endowed Professor of Leadership at the Leavey School of Business, Santa Clara University, where he served for twelve years as Dean of the School.
In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite nearly-universal agreement on the need for creating value in every step of the buyer’s journey, sellers continue to struggle with how to create that value and connect meaningfully with buyers. New research bridges the gap and reveals the behavioral blueprint for sellers that makes buyers more likely to meet with them — and more likely to buy from them.
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