CustomerCentric Selling, Second Edition

by Bosworth, Michael; Holland, John; Visgatis, Frank

• ISBN13: 9780071637084
• ISBN10: 0071637087
• Edition: 2nd
• Format: Hardcover
• Copyright: 2010-01-08
• Publisher: McGraw Hill

Summary

The Web has changed the game for your customersand, therefore, for you. Now,CustomerCentricSelling, already recognized as one of the premiermethodologies for managing the buyer-sellerrelationship, helps you level the playing field soyou can reach clients when they are ready to buyand create a superior customer experience.Your business and its people need to be"CustomerCentric"willing and able to identifyand serve customers' needs in a world wherecompetition waits just a mouse-click away.Traditional wisdom has long held that sellingmeans convincing and persuading buyers. Buttoday's buyers no longer want or need to be soldin traditional ways.CustomerCentric Sellinggivesyou mastery of the crucial eight aspects ofcommunicating with today's clients to achieveoptimal results: Having conversations instead ofmaking presentations Asking relevant questions insteadof offering opinions Focusing on solutions and notonly relationships Targeting businesspeople insteadof gravitating toward users Relating product usage instead ofrelying on features Competing to winnot just to stay busy Closing on the buyer's timeline(instead of yours) Empowering buyers instead of tryingto "sell" themWhat's more,CustomerCentric Sellingteaches andreinforces key tactics that will make the most ofyour organization's resources. Perhaps you feelyou don't have the smartest internal systems inplace to ensure an ideal workflow. (Perhaps, asis all too common, you lack identifiable systemsalmost entirely.) From the basicsand beyondofstrategic budgeting and negotiation to assessingand developing the skills of your sales force, you'lllearn how to make sure that each step yourbusiness takes is the right one.

Author Biography

Michael T. Bosworth cofoundedCustomerCentric Systems® (CCS). He created thebuyer-oriented sales methodology Solution Selling.
John R. Holland is a cofounder of CCSwhose articles have been published in Sales and MarketingExecutive Report, Selling Power, and American Salesman.
Frank Visgatis is cofounder of CCS.

Table of Contents

Acknowledgments	p. ix
What Is Customer Centric Selling?	p. 1
Human Buying Behavior	p. 11
Power to the Buyers	p. 21
Opinions-The Fuel That Drives Corporations	p. 31
Success without Sales-Ready Messaging	p. 49
Core Concepts of CustomerCentric Selling	p. 67
Defining the Sales Process	p. 83
Integrating the Sales and Marketing Processes	p. 103
Features versus Customer Usage	p. 111
Creating Sales-Ready Messaging	p. 121
Marketing's Role in Demand Creation	p. 137
Business Development: The Hardest Part of a Salesperson's Job	p. 159
Developing Buyer Vision through Sales-Ready Messaging	p. 175
Qualifying Buyers	p. 193
Negotiating and Managing a Sequence of Events	p. 209
Negotiation: The Final Hurdle	p. 221
Proactively Managing Sales Pipelines and Funnels	p. 235
Assessing and Developing Salespeople	p. 245
Driving Revenue through Channels	p. 261
From the Classroom to the Boardroom	p. 271
Index	p. 279
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