You're probably a successful salesperson, sales manager, sales executive, or CEO. You may even be one of the best. CustomerCentric Selling can help you to be even better.

Better in that you will stop thinking in terms of your products and their features, and start thinking in terms of your buyers and their goals, problems, and needs. Better in that you will stop forcing products on buyers, and instead start allowing them to convince themselves of their need for your offerings. Better in that you will stop giving long-winded, opinion-laden speeches to lower-level "buyers", and instead begin to have no-nonsense, results-oriented business conversations with decision makers.

Better at virtually every stage of your approach.
Whether you are new to sales or a CEO, the market-proven methods outlined this book will show you how to:
- Move beyond impersonal presentations to engage in situation-specific, one-to-one conversations with key decision makers
- Consistently use sales-ready messaging to ensure your approach is both meaningful and on target
- Move buyers from focusing on what your product can do for them to focusing on what they can do with your product
- Convert your product’s features into four-step, targeted usage scenarios that drive right to the heart of your buyer’s needs
- Transform the sell cycle from a realm of mystery to a rational, orderly, and cooperative process with individual buyers and even committees

CustomerCentric Selling will show you how to transform each sales call from an annoying, artificial one-way speech into a productive, genuine two-way conversation. It will help you understand and shape your customers’ needs, and then--and only then--reveal to your customer how your offering will fulfill those needs in the most cost-effective, meaningful, and customercentric manner possible.


TABLE OF CONTENTS

Acknowledgments
Ch. 1 What Is Customer-Centric Selling?
Ch. 2 Opinions - The Fuel That Drives Corporations
Ch. 3 Success without Sales-Ready Messaging
Ch. 4 Core Concepts of CustomerCentric Selling
Ch. 5 Defining the Sales Process
Ch. 6 Integrating the Sales and Marketing Processes
Ch. 7 Features versus Customer Usage
Ch. 8 Creating Sales-Ready Messaging
Ch. 9 Marketing’s Role in Demand Creation
Ch. 10 Business Development: The Hardest Part of a Salesperson’s Job
Ch. 11 Developing Buyer Vision through Sales-Ready Messaging
Ch. 12 Qualifying Buyers
Ch. 13 Negotiating and Managing a Sequence of Events
Ch. 14 Negotiation: The Final Hurdle
Ch. 15 Proactively Managing Sales Pipelines and Funnels
Ch. 16 Assessing and Developing Salespeople
Ch. 17 Driving Revenue via Channels
Ch. 18 From the Classroom to the Boardroom
Index