CustomerCentric Selling

About the Authors

Michael T. Bosworth and John R. Holland are pioneers in the field of sales methodology. Bosworth is renowned for his seminal work Solution Selling, which has become a cornerstone in sales strategy. He has also been a featured lecturer at the Stanford Graduate School of Business, sharing his insights on effective sales techniques. Holland's background includes significant roles such as a sales executive with IBM's General Systems Division, district manager with Storage Technology Corp., and regional business unit manager at Sand Technology. Together, they co-founded CustomerCentric Systems, L.L.C., aiming to revolutionize sales processes by focusing on the needs of the customer.

Main Idea

The essence of CustomerCentric Selling is a transformative approach that shifts the focus from pushing products onto buyers to engaging in meaningful conversations that address the buyer's goals, problems, and needs. Bosworth and Holland emphasize that sales should be about understanding and solving the buyer's challenges rather than merely selling a product. This customer-centric approach leads to more effective and satisfying sales interactions, fostering long-term relationships built on mutual benefit and trust. By implementing Sales-Ready Messaging, organizations can ensure that their sales teams communicate consistently and effectively, thereby enhancing their overall sales performance.

Table of Contents

1. What is Customer-Centric Selling?
2. Opinions - The Fuel That Drives Corporations
3. Sales-Ready Messaging
4. Core Concepts of CustomerCentric Selling
5. Qualifying Buyers
6. Negotiation: The Final Hurdle
7. Referrals - Qualification via Customers
8. Getting Forecasting Right
9. Why Do Salespeople Fail to Close?
10. Upgrading Sales Activity

What is Customer-Centric Selling?

Customer-centric selling distinguishes itself from traditional selling methods through seven fundamental tenets: