In this new book, Susan E. Mucha explores in great detail the entire account acquisition process of companies in the electronics manufacturing service (EMS) industry. EMS companies face the challenges of a 12- to 18-month sales cycle, low margins and geographically scattered customer bases. Growing the business requires a differentiation strategy and a focused process for maintaining mindshare within a diverse target market. Susan Mucha maps the process of building a differentiated brand while creating a repeatable, consistent sales process, and addresses strategies for account retention and growth.
With over 20 years experience in the industry, Mucha has built a distinguished career consulting to EMS companies. This new book is an excellent resource for chief executive officers, vice-presidents of sales and/or marketing, sales directors, sales managers, program managers, account managers, business development managers, and sales engineers in EMS companies and in related manufacturing services industries.
Preface
Acknowledgments
Part I : Building a brand
Chapter 1 : Understanding Competitive Advantage in EMS Offerings
Chapter 2 : Analyzing a Company's Strengths and Weaknesses
Chapter 3 : Marketing Strategy and Tactics
Part II : Creating a Robust Selling Process
Chapter 4 : Account Acquisition Dynamics
Chapter 5 : Optimizing the Sales Process
Chapter 6 : Critical Elements in Closing Accounts
Part III : Growing Existing Accounts
Chapter 7 : Basic Tools for Building Sustaining Account Relationships
Chapter 8 : Developing an Account Growth Planning Model
Part IV : Implementing the Process
Chapter 9 : Selling Is as Process-driven as Manufacturing
Index
