CUSTOMER CENTRIC SELLING : Second Edition (Fully Revised & Expanded)John Holland, Michael Bosworth
BRAND NEW, HARDCOVER
The Sales Classic Updated With New Customer-Focused Methodologies
Out of stock
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★★ FROM THE BESTSELLING AUTHOR OF SOLUTION SELLING ★★
★★ THE WALL STREET JOURNAL BESTSELLER ★★
★★ THE FINANCIAL TIMES (FT) BESTSELLER ★★
★★ STRATEGIES FOR LOOKING PAST YOUR PRODUCTS — TO UNCOVER WHAT YOUR BUYERS WANT ★★
The most difficult task in selling–and the number one key to success–is to get inside the head of your buyer.
In 1997, Steve Jobs had just returned to Apple after being ousted a decade earlier from the company he co-founded. While answering developers’ questions, he said, “One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it.”
According to Michael Bosworth, CustomerCentric Selling focuses on creating a great customer experience so you stand out from the competition. CustomerCentric Selling presents a dynamic process for first understanding and shaping your buyers’ concerns, then helping those same buyers visualize using your offering to achieve goals, solve problems, or satisfy needs.
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.
Thanks to the web, today’s customers are savvier and more results-oriented: they do their homework. Do it for them by communicating with them in the ways that work best for them, and you’ll find that doing so works best for you, too. When they know they’re being listened to, they’ll listen back. 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. CEOs would pay anything to replicate their best salespeople; CustomerCentric Selling explains instead how to replicate their skills. It details a repeatable, scalable, and transferable sales process that formats the questions that superior salespeople ask, and then uses the results to influence and enhance the words and behaviors of their colleagues.
CustomerCentric Selling shows salespersons how to differentiate themselves and their offerings by appealing to customer needs, steering away from making one-way presentations and toward having meaningful and goal-oriented conversations. It outlines an easy-to-follow, commonsense, and proven-successful approach to selling, one that is based on:
✔ Engaging in directed conversations instead of making presentations
✔ Asking relevant questions instead of offering personal opinions
✔Targeting decision makers instead of product users
Besides, CustomerCentric Selling gives you mastery of the crucial eight aspects of communicating with today’s clients to achieve optimal results by outlining the following 8 aspects of successful CustomerCentric Selling:
1◆ Having conversations instead of making presentations : Engage in conversations around situations important to your customer. Remember, you are not making presentations. You are trying to discover a problem you can solve or a need you can fill.
2◆ Asking relevant questions instead of offering opinions : Instead of offering opinions, ask relevant questions. Offering an opinion when nobody asked for one can be off-putting to some people.
3◆ Focusing on solutions and not only relationships: Cultivate a relationship and focus on solutions to your customer’s problems. Gain customer trust by letting the customer know that you will be with them every step of the way to ensure their success.
4◆ Targeting businesspeople instead of gravitating toward users : Target decision-makers instead of end-users. A user may want your product, but unless they have the authority to make purchases, you will be wasting time.
5◆ Relating product usage instead of relying on features : Promote product usage rather than technology and features. Show the customer how the product works in their environment to their benefit.
6◆ Competing to win―not just to stay busy : Cultivate quality relationships to garner quality sales, rather than focusing on sales numbers. It’s harder to maintain a trusting partnership with customers if you are too busy running around trying to please too many different people.
7◆ Closing on the buyer’s timeline (instead of yours) : Make sure your sales cycle follows the buyer’s timeline. Customers don’t care about your quotas or any bonuses you can get from the sale. If you push too hard and too quickly, you risk losing trust.
8◆ Empowering buyers instead of trying to “sell” them : Don’t try to convince customers to purchase your product or service. Instead, empower them to buy the solution that meets their needs.
When employing a customer-centered methodology, each sale needs to realize one of the following three results:
If the sale of your product or service doesn’t achieve any of these three results, you should walk away from the sale. Walking away can ultimately build a good relationship and communicate trust. That same customer will be more willing to engage with you in the future when you do have a product that will fill a need or solve a problem.
Besides the above benefits, CustomerCentric Selling teaches and reinforces key tactics that will make the most of your organization’s resources. Therefore, in CustomerCentric Selling, you’ll find practical, step-by-step tips on:
● Transforming sales presentations into customer-focused conversations
● Facilitate a more consistent customer experience
● Asking the right questions―of the right people
● Position their offerings in relation to buyer needs
● Empowering buyers to achieve goals, solve problems, and satisfy needs
● Developing optimal strategies for winning the vital three-month sales cycle―regardless of your client’s actual sales cycle
● Using Twitter, Facebook, LinkedIn, and other social networking sites to engage buyers and strengthen client relationships
● Defining and managing your content and revenue engines
● Optimizing the talent of salespeople and building a quality pipeline
● Achieve shorter sales cycles
● Integrate sales and marketing into a cooperative, cross-functional team
In a nutshell, 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.
Table of content :
Chapter 1- What Is Customer-Centric Selling?
Chapter 2- Opinions-The Fuel That Drives Corporations
Chapter 3 – Success without Sales-Ready Messaging
Chapter 4 – Core Concepts of CustomerCentric Selling
Chapter 5 – Defining the Sales Process
Chapter 6 – Integrating the Sales and Marketing Processes
Chapter 7 – Features versus Customer Usage
Chapter 8 – Creating Sales-Ready Messaging
Chapter 9 – Marketing’s Role in Demand Creation
Chapter 10 – Business Development: The Hardest Part of a Salesperson’s Job
Chapter 11 – Developing Buyer Vision through Sales-Ready Messaging
Chapter 12 – Qualifying Buyers
Chapter 13 – Negotiating and Managing a Sequence of Events
Chapter 14 – Negotiation: The Final Hurdle
Chapter 15 – Proactively Managing Sales Pipelines and Funnels
Chapter 16 – Assessing and Developing Salespeople
Chapter 17 – Driving Revenue via Channels
Chapter 18 – From the Classroom to the Boardroom
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. He lives in Del Mar, California.
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. He lives in Newton, Massachusetts.
Frank Visgatis is a cofounder of Customer- Centric Systems, LLC. He has trained thousands of salespeople around the world. He lives in Sutton, Massachusetts.
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