What is this book about, and how can you use it to your benefit? The main focus of this book is on helping individual s and organizations involved in sales to migrate from one kind of selling to another. Specifically, we seek to help peopl e move from traditional sales techniques to “customer-centric” selling behavior. We believe that ou r methodology—CustomerCentric Selling—can help you become more customer-centric, and therefore mor e successful.
We are in the sales process, messaging, and training business. The ideas in this book are the result of many years o f field testing—first as salespeople ourselves, then at multiple levels of sales management, and subsequently a s principals in a firm that teaches our methodology to our clients.
As teachers, we work with all levels within our client organizations. We teach chief executive officers (CEOs) how t o own and shape their customers’ experience. We teach sales executives how to define and manage their revenu e engines. We teach marketing executives how to own and manage their content and Sales-Ready Messaging. W e teach first-line sales managers how to assess and develop the talent of their salespeople, manage to a sales process , and build a quality pipeline. Last—but certainly not least—we teach salespeople customer-centric behavior. In doin g so, we focus on how to influence the words sellers use when developing buyer needs for their offerings.
