strategy club, Challenging the CustomerOn May 16th, IE Strategy Club hosted Mr. Bernardo Centrone, Country General Manager for Southern and Eastern Europe Countries at Orange Business Services. Bernardo gave a lecture with the theme “Challenging the Customer: A Strategy for Southern Europe”. As Southern Europe is, like many parts of the world, hit by the financial crisis, it was a very relevant topic in the current context. It was interesting for us as Strategy Club to learn from Bernardo the strategy used by him and his team to manage and achieve the company’s objectives and target profitability for this sophisticated region.

Bernardo shed light on various areas such as the traditional versus Orange specified sales model, the different profiles of sales managers and where each one is best fit, Orange Business Service’s objectives, and its current foot print and market share. He also gave examples of current key accounts and how they managed to increase the chances of making them sign a contract with Orange. Bernardo also spoke about the consultative sales versus the challenging sales and why the latter may be more successful nowadays. Last but not least, he told us about the main customer loyalty drivers. After his engaging presentation, there was a lot of interest in the Q&A session.

The session lasted for one hour. The audience were from a variety of IE masters programs which reflected the diversity of IE and added flavor to the whole discussion during the session.


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