Absolute Control over the Sales Generation Process

It has rightly been argued that the relative amount of switching cost differs for the various segments of the chemical industry. However, it should always be possible to build some kind of switching barrier into the design of customized solutions. As our examples show, there is a very wide range available. 

Absolute Control over the Sales Generation Process 

This assessment needs to be based on a detailed customer database which will be used across all the different channels, such as the direct sales force, call center, or website, and which allows each customer or potential customer to be managed individually across all the contact points he may choose. This very detailed information can then be used to support the sales force much more intensively than before. As a consequence, the sales force s approach and its success (or lack of it) will become much more transparent. Moreover, the function will also become much stronger, since it will have a much deeper understanding of its customers and will be able to offer those customers not just a product, but a convincing solution. 

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