Description
by Susan E. Mucha
In her book, Susan E. Mucha explores in great detail the entire account acquisition process of companies in the electronics manufacturing service (EMS) industry. EMS companies face the challenges of a 12- to 18-month sales cycle, low margins and geographically scattered customer bases. Growing the business requires a differentiation strategy and a focused process for maintaining mindshare within a diverse target market. Susan Mucha maps the process of building a differentiated brand while creating a repeatable, consistent sales process, and addresses strategies for account retention and growth.
With over 20 years' experience in the industry, Mucha has built a distinguished career consulting to EMS companies. This book is an excellent resource for chief executive officers, vice-presidents of sales and/or marketing, sales directors, sales managers, program managers, account managers, business development managers, and sales engineers in EMS companies and in related manufacturing services industries.
Contents:
- Preface
- Acknowledgments
- Part One: Building a brand
- Understanding competitive advantage in EMS offerings
- Analyzing a company's strengths and weaknesses
- Marketing strategy and tactics
- Part Two: Creating a robust selling process
- Account acquisition dynamics
- Optimizing the sales process
- Critical elements in closing accounts
- Part Three: Growing existing accounts
- Basic tools for building sustaining account relationships
- Developing an account growth planning model
- Part Four: Implementing the process
- Selling is as process-driven as manufacturing
240 pages/Hardcover/6 x 9 inches/2008
ISBN10 1-59370-111-X
