CustomerCentric Selling, Second Edition
- 5h 33m
- Frank Visgatis, John R. Holland, Michael T. Bosworth
- McGraw-Hill
- 2010
The Web has changed the game for your customers— and, therefore, for you. Now, CustomerCentric Selling, already recognized as one of the premier methodologies for managing the buyer-seller relationship, helps you level the playing field so you can reach clients when they are ready to buy and create a superior customer experience.
Your business and its people need to be “CustomerCentric”—willing and able to identify and serve customers’ needs in a world where competition waits just a mouse-click away. Traditional wisdom has long held that selling means convincing and persuading buyers. But today’s buyers no longer want or need to be sold in traditional ways.
CustomerCentric Selling gives you mastery of the crucial eight aspects of communicating with today’s clients to achieve optimal results:
- Having conversations instead of making presentations
- Asking relevant questions instead of offering opinions
- Focusing on solutions and not only relationships
- Targeting businesspeople instead of gravitating toward users
- Relating product usage instead of relying on features
- Competing to win—not just to stay busy
- Closing on the buyer’s timeline (instead of yours)
- Empowering buyers instead of trying to “sell” them
What’s more, CustomerCentric Selling teaches and reinforces key tactics that will make the most of your organization’s resources. Perhaps you feel you don’t have the smartest internal systems in place to ensure an ideal workflow. (Perhaps, as is all too common, you lack identifiable systems almost entirely.) From the basics—and beyond—of strategic budgeting and negotiation to assessing and developing the skills of your sales force, you’ll learn how to make sure that each step your business takes is the right one.
About the Authors
Michael T. Bosworth is a cofounder of CustomerCentric Systems, LLC. He has assisted clients in improving sales effectiveness and shaping customer experience since 1983.
John R. Holland is a cofounder of Customer- Centric Systems, LLC. In addition to the thought leadership that drives the CustomerCentric Selling sales methodology, he provides sales and marketing guidance to a limited number of companies.
Frank Visgatis is a cofounder of Customer- Centric Systems, LLC. He has trained thousands of salespeople around the world.
In this Book
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What Is CustomerCentric Selling?
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Human Buying Behavior
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Power to the Buyers
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Opinions—The Fuel That Drives Corporations
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Success without Sales-Ready Messaging
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Core Concepts of CustomerCentric Selling
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Defining the Sales Process
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Integrating the Sales and Marketing Processes
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Features Versus Customer Usage
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Creating Sales-Ready Messaging
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Marketing’s Role in Demand Creation
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Business Development: The Hardest Part of a Salesperson’s Job
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Developing Buyer Vision through Sales-Ready Messaging
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Qualifying Buyers
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Negotiating and Managing a Sequence of Events
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Negotiation: The Final Hurdle
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Proactively Managing Sales Pipelines and Funnels
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Assessing and Developing Salespeople
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Driving Revenue through Channels
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From the Classroom to the Boardroom
