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CustomerCentric Selling Hardcover – November 21, 2003
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From the Back Cover
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. 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.
Renowned sales leaders Michael Bosworth--author of the blockbuster bestseller Solution Selling--and John Holland outline 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
Bosworth and Holland combine nearly three decades of experience in sales process and training. Hundreds of lessons they learned along the way are incorporated into their CustomerCentric Sales approach--an approach proven to work for sales professionals at every level, regardless of industry or product line. Let CustomerCentric Selling show you how to make this revolutionary process work for you, and start you on the path to achieving long-term sales success by first forming partnerships with your buyers--based not on selling what you have but on providing what they need.
"Customercentric behavior has seven basic tenets. These are explained in sequence in the first chapter. As you read these descriptions, we invite you to imagine a spectrum of selling behavior--ranging from traditional on one end to customercentric on the other--and to locate yourself on that spectrum. Are you where you want to be, to be as successful as you can be?
"If not, what needs to change?"
--From Chapter 1
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 in CustomerCentric Selling 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.
About the Author
Michael Bosworth and John Holland are cofounders of CustomerCentric Selling. Bosworth is the author of the seminal bestseller Solution Selling. He has helped tens of thousands of salespeople and executives define and implement new selling methodologies. Holland, formerly with IBM's General Systems Division, has trained hundreds of sales organizations in the United States, Europe, Australia, and Canada.
Top customer reviews
It was great because as I finished the book and started a new position we started talking about and it all started to make sense.
This is an awesome read, and it has helped me close alot of business as a Sales Consultant for a Software Firm.
As the world changes we must continue to adapt with all the new social media and sales methods.
I stand by the customer centric approach and will recommend any sales professional to read it if you want to have an edge in the business.
Agian, get this book, if anything buy the kindle version for next to nothing and I promise it will increase your sales pipeline and help you close.
The book can be seen as a companion to the courses offered with the same name. The interesting thing is that most of what is essential in the course is in the book. One may think that the book is enough for you to go on and practice the method. This may work well for seasoned people. I would say that the book is a companion to the course, because some concepts are better explained in the book, on the other side the course provides a person with some role playing experience that will help in learning a new method.
The methodology behind this book is very logical. The key framework, that you have behind it, is to make the sales effort a project to help the customer follow a series of steps in a major decision process related to buying a product or solution to a business problem. The fact that the book has examples related to software products make it very useful if one is in this business. CCS is a methodology that also makes sense specially for consultants, who have to identify a problem, and guide the customer through a decision process that will result in the proper solution.
I work with a multi-billion dollar revenue vendor serving the bio-tech industry. I will be taking immediate action to bring Mr. Bosworth's CustomerCentric Selling organization in to assist with our sales & marketing processes.