Facebooktwittergoogle_pluslinkedinmail

“Analytics” is the trendy term for the complex statistical analysis of behavior. In marketing, “analytics” refers to the analysis of buying behavior. That represents a shift from the usual study of sales behavior. Sales management has spent too much time on the development and tweaking of sales scripts and techniques that it risks losing its bearings. It may be time to accept that customer centered selling creates a positive consumer experience, and that strengthens relationship and builds loyalty.

Customer centric sales definition

CustomerCentric Selling®, a pioneering study by Michael T. Bosworth, John R. Holland, and Frank Visgatis, set up the vocabulary. It wants sales people to foster intelligent conversations with their buyers to help them visualize how to use your product. Sales Reps need to develop the connection that helps them see how your product will achieve their goals, solve their problems, and satisfy their needs. Sales, then, becomes the act of “facilitating the customer buying process.”

4 keys to successful customer centered selling:

More than ever, customers are in control. The ability to buy anything from any source at the click of a mouse makes customers more independent than ever. Customers rule! , some Sales Reps continue to tell them what they want and what they need without listening to what they want and what they need. You can address the difference with these five keys to customer-centered selling that creates a positive consumer experience.

  1. Situation and solutions

Conversations are more important than presentations. Sales Reps will dominate sales presentation, and this is not listening behavior. On the other hand, conversations focused on the customer’s situation are a shared experience, an exchange of information, opinion, and solutions.

  1. Question-centered

Questions discover the customers’ wants and needs, but they also respect and honor the customers. It allows them a control of the situation while maintaining the control. “People love to buy but hate feeling sold.” So, instead of telling them what they want or what you have to offer, you want to ask the questions that will have them identify what you can do for them. It is a behavior that uses “you” and not “we.”

  1. Change in relationship-building

Customer-centered selling does not abandon relationships, especially with reference to repeated sales. Relationships are based largely on “likes,” and shared likes of sports, family, and values will sustain future sales – at the customer’s discretion. Such relationships will carry your into retirement.

However, relationship selling does not start a career nor does it compete. Only customer-centered approaches initiate sales start a book of business, diversify the client base, and increase sales revenue. Every call, even those to relationship customers, becomes fresh and inventive when it is made customer centered.

  1. Fear-based

Customer resistance is fear-based. They are afraid to move, to take the responsibility, to buy into something that they do not really want or that will fail their expectations. You resolve those fears when you probe the customer to visualize the problem in depth and detail. Your intelligent conversation leads to a shared evaluation of over your offering’s rightness for the situation. Once the customer acknowledges the match of need and solution, you can invite customer commitment.

Customer-centered selling creates a positive consumer experience by setting aside fears through a genuinely interested conversation. You build trust and acceptance in conversations that respect the customer and fashions a solution for the customer’s real situation. This takes sales management away from sales scripts, canned scenarios, and case studies. It moves management towards role-playing, product application rather than product brand, and empowering customers rather than using them. Customer-centered selling leaves customers satisfied even if they do not buy, and that builds a pipeline for future quality business.

Customer centered selling image courtesy of iosphere at FreeDigitalPhotos.net

Tomek Jordan

advisory board member at Repignite
Interested in Sales Performance Management, Sales Incentive Management.