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Business survival today depends on one's capacity to create value for customers. Until now, sales divisions have been content to see their role as communicating the value that others create. In this book, Neil Rackham, bestselling author of SPIN Selling and the SPIN Selling Fieldbook, and his co-author John DeVincentis, head of Worldwide Sales & Channel Management at McKinsey & Co., argue that the successful Value creation into the selling effort to bring about competitive advantage. Selling is going through unprecedented and disconcerting shifts. On the one hand, customers are consolidating their supply base and seeking long-term relationships with suppliers, while on the other hand they are fragmenting their distribution channels. In short, power has shifted to the customer, leaving many sales forces and salespeople demoralized and uncertain about how to respond. Most companies are floundering in this confusing and difficult environment.