The modern customer - the PHANTOM : customers on the run

This book shows how companies can - and must - adapt their sales strategies and processes to changing customer expectations in times of digital transformation and markets volatility.

How can sales address, win and retain the modern customer, an intangible PHANTOM in the digital space?The digital world is characterized by eagerness, ease and enthusiasm.

Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent.

As customers, they actively elude traditional sales and marketing on their way to a buying decision - in B2C and B2B alike.

To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling.

In this context, the author offers a wealth of suggestions with examples and provocative theses. A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups.