The IBM Way电子书

Cover

Title Page

Dedication

Contents

Foreword By Thomas J. Peters

INTRODUCTION

1. A BUSINESS AND ITS BELIEFS

THE FIRST COMMITMENT

THE SECOND COMMITMENT

THE THIRD COMMITMENT

THE ONLY SACRED COW

2. LEADEBSHIP

THE SIAMESE TWINS

IMPLEMENTING SOMEONE ELSE’S DECISIONS

SETTING PRIORITIES

HAVING INTEGRITY

ENERGIZING THE ENVIRONMENT

A WINNING ATTITUDE

BALANCING ACT I

SEEKING ADVICE

PRAISING IN PUBLIC, CRITICIZING IN PRIVATE

BEING ABLE TO ANTICIPATE

3. CBEATING A TOTALLY SALES-OBIENTED ENVIBONMENT

EVERYBODY SELLS

MONEY ISN’T EVERYTHING

LINE VERSUS STAFF

ON THE FIRING LINE

THE CUSTOMER ON YOUR TURF

THE GLUE THAT BINDS

THE TOP 100

EXECUTIVE INVOLVEMENT

THE COMPANY HEROES

CREATING MORE SELLING TIME

4. BUILDING A SUPERIOR MARKETING ORGANIZATION

THE TALENT SEARCH

THEORY AND PRACTICE

WHO MAKE THE BEST TEACHERS?

TEAM SELLING

THE STRUCTURED SALES CALL

CUSTOMERS IN THE CLASSROOM

THE PROFOUND DIFFERENCE

THE DISCIPLINED SALES REP

FIRST IMPRESSIONS

STAY-IN-TOUCH MANAGEMENT

COMMUNICATING WITH THE SALES FORCE

A VERY IMPORTANT SURVEY

THERE IS NO SATURATION POINT IN EDUCATION

5. FUTURE-ORIENTED MARKETING

BALANCING ACT II

THE EXTERNAL FACTORS

THE INTERNAL DANGER SIGNS

CHANGING VALUES

THE BEST SOURCE OF INFORMATION

A NEW OPPORTUNITY—A NEW PRODUCT

THE LITTLE TRAMP

THE CONTENTION SYSTEM

SHIFTING GEARS

NEW CHANNELS OF DISTRIBUTION

OCCURRENCE MANAGEMENT

6. SOLUTION-MINDED SELLING

YOU CAN’T GET AN A IF YOU DON’T DO YOUR HOMEWORK

ROLE-PLAYING THE CUSTOMER

SPECIALIZATION—THE ONLY WAY

SHOWCASING A CUSTOMER

THE BITS AND BYTES

A CONSTANT SEARCH

VALUE-ADDED SELLING

7. BEING RESPONSIVE TO THE CUSTOMER

BEING BIG, ACTING SMALL

LITTLE THINGS

THE OCCASIONAL SACRIFICE

AVOIDING END ZONE SAVES

THE PROGRAM OF RECONCILIATION

TRUE PARTNERSHIPS

8. SERVICE, SERVICE, SERVICE … AND MORE SERVICE

BUILDING SERVICE INTO THE PRODUCT

THE DIFFERENCE-MAKERS

CALENDAR INTEGRITY

THE CLOSER THE BETTER

WHEN YOU CAN’T GET AS CLOSE AS YOU’D LIKE

THE IMAGE-BUILDERS

PLANNING FOR MONTHS, MOVING IN HOURS

9. MEASUREMENT AND COMPENSATION

MONEY IN THE BANK

BREAKING THE BANK

THE PAYOFF

AWARDS YOU CAN’T PUT IN THE BANK

IS IT ALL WORTHWHILE?

10. THE ENTREPRENEURIAL SPIRIT

GREATNESS IS ENDURING

THE CORPORATE REP

CAREER PATHS FOR CORPORATE REPS

THE CORPORATE BEAUTY CONTEST

TURNING ‘EM LOOSE

THE ROYAL DISSENTERS

KNOWING HOW FAR TO LET OUT THE REINS

Appendix: Excerpts from IBM’s “Business Conduct Guidelines’

Index

ACKNOWLEDGMENTS

SPECIAL ACKNOWLEDGMENT

SOME FINAL THOUGHTS

Copyright

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