Selling IT: The Science of Selling, Buying, and Deal-Making

Information technology (IT) is a critical core of the economy, and this book provides a systematic analysis of the processes, techniques, and methods involved in IT sales and marketing. It integrates a large IT providers selling process with the enterprise users IT buying process to highlight the nuances of selling, marketing, and developing IT solutions that create value for customers. It discusses various key concepts such as value-based IT selling, business case for IT acquisition, vendor evaluation and management, account and customer relationship management, customer segmentation, and techniques for customer acquisition and retention. It also analyzes the challenges and opportunities involved in selling digital IT and examines the evolution of jobs and careers based on the changed IT landscape.

Format: Paperback / softback
Length: 268 pages
Publication date: 27 September 2021
Publisher: Taylor & Francis Ltd

Information technology (IT) has emerged as a vital cornerstone of the modern economy, serving as a driving force behind corporate strategies and the execution of business models across the globe. With an estimated global spending of over 3.7 trillion US dollars, the IT industry has witnessed a remarkable surge in its significance within the global economy. Consequently, it is of paramount importance to gain a comprehensive understanding of the marketplace in which IT operates. This book aims to provide a systematic analysis of the processes, techniques, and methods involved in IT sales and marketing, thereby facilitating a deeper comprehension of this dynamic field.

Selling IT delves into the intricate interplay between the IT providers' selling process and the IT buying process of enterprise users. By integrating these two perspectives, the book sheds light on the nuances of selling, marketing, and developing IT solutions that ultimately create value for customers. It explores various key concepts, including value-based IT selling, the business case for IT acquisition, vendor evaluation and management, account and customer relationship management, customer segmentation, and techniques for customer acquisition and retention.

Furthermore, the book examines the challenges and opportunities inherent in selling digital IT, while also tracking the evolution of jobs and careers in response to the changing IT landscape. It includes lesson plans, case studies, and chapter-wise practice questions to support teaching and learning, making it an invaluable resource for professionals utilizing organization-mandated selling processes. Additionally, young executives with a technology background seeking a career in sales and marketing within the IT industry can greatly benefit from this book. Moreover, scholars and researchers in the fields of B2B marketing, IT consulting, technology sales, and digital transformation will find this book to be an essential read, as it offers a robust theoretical foundation complemented by a clear and concise exposition of concepts and management theories.

Weight: 434g
Dimension: 233 x 154 x 25 (mm)
ISBN-13: 9780367725747