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According to Peter Drucker, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” At the end of the day, no matter how good the products or services your company offers, unless your account (client/customer) plan coincides with the strategic objectives and priorities of your customers, ultimately their needs are unlikely to be met. Without direct systematic planning, you will end up losing accounts to the competition.
Also, according to Paul Nelson, IBM sales manager, “The most important characteristic to have as a sales representative is the understanding of sales and how to create value for the customer and company in a win-win situation.” In the context of the materials in chapters 1 and 2 in the text, please discuss how account planning and creating customers value are the catalyst to the sales function and how adopting a “win-win” model supersedes “win-lose” model (where you are the winner while your customer is the looser) in long-term sales performance.
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