One to One B2B: Customer Development Strategies for the Business-To-Business World
by Don Peppers, Martha Rogers.
Using five detailed case studies, the authors of the bestselling One to One series examine the challenges and opportunities posed by the technological advances of today's "real" economy (an amalgamation of the new and old economies) for companies that sell goods or services to other businesses (B2Bs).
Unlike B2Cs, which may serve millions of consumers, B2Bs often have a few large customers who make infrequent purchases of high-ticket services or items. B2Bs that are able to deepen their customer relationships (e.g., getting beyond the purchasing agents to understand the various customers within the customer organization, "helping clients manage themselves," "basing the sales process on educating and training customers") have the potential to become irreplaceable.
Customers may even be willing to pay more over time for the services of a B2B that truly understands and can meet their specific needs. It's unfortunate that Dell is the only household name among the companies here; the impact of the other case studies may be diminished because readers aren't familiar with them or their products (i.e., Lifeway Church Resources and Convergys, the world's largest billing and management company).
Although Peppers and Rogers's thesis may sound simple, theirs is not a primer for fledgling Internet companies. Indeed, the profiles and the authors' approach to problem solving are so analytical and comprehensive that all but the most experienced B2B managers and executives may find the material daunting.
Still, there is a great deal of practical value here for those willing to invest the time.
