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CustomerCentric Selling

ISBN: 9780071425452 | 0071425454
Edition: 1st
Format: Hardcover
Publisher: McGraw-Hill
Pub. Date: 11/18/2003

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SummaryTable of ContentsAuthor Biography
John R. Holland is cofounder of CustomerCentric Systems, L.L.C.
FROM THE BESTSELLING AUTHOR OF SOLUTION SELLING The program that is revolutionizing highend selling, by showing companies how to "clone" their top sales performers CEOs would pay anything to replicate their best salespeople; CustomerCentric Selling TM explains instead how to replicate their skills. It details a repeatable, scalable, and transferable sales process that formats the questions that superior salespeople ask, and then uses the results to inf... MORE
Acknowledgmentsxiii
What Is Customer-Centric Selling?
1(10)
What Is Customer-Centric Behavior?
2(6)
... MORE
Even the ``Naturals'' Can Improve
8(3)
Opinions---The Fuel That Drives Corporations
11(18)
Who's Responsible for What?
12(2)
Hiring and Training: Where Selling Begins
14(3)
Positioning: The Next Challenge
17(1)
Why Not Lead with Features?
18(2)
Opinions: Right and Wrong
20(2)
Turning Opinions into a Forecast
22(4)
Aiming for Best Practices
26(3)
Success Without Sales-Ready Messaging
29(18)
Understanding the Early Market
29(4)
Understanding Mainstream-Market Buyers
33(2)
Crossing the Chasm
35(1)
Postchasm Sellers
36(2)
Winging It
38(1)
What about the Naturals?
38(2)
Punished for Success
40(2)
A Changing Context
42(1)
The 72 Percent Zone
43(4)
Core Concepts of CustomerCentric Selling
47(14)
You Get Delegated to the People You Sound Like
49(1)
Take the Time to Diagnose before You Offer a Prescription
50(1)
People Buy from People Who Are Sincere and Competent, and Who Empower Them
50(1)
Don't Give without Getting
51(1)
You Can't Sell to Someone Who Can't Buy
52(1)
Bad News Early Is Good News
53(1)
No Goal Means No Propect
54(1)
People Are Best Convinced by Reasons They Themselves Discover
55(1)
When Selling, Your Expertise Can Become Your Enemy
55(1)
The Only Person Who Can Call It a Solution Is the Buyer
56(1)
Make Yourself Equal, Then Make Yourself Different---or You'll Just Be Different
57(1)
Emotional Decisions Are Justified by Value and Logic
57(1)
Don't Close before the Buyer Is Ready to Buy
58(3)
Defining the Sales Process
61(20)
Defining the Sales Process
63(2)
The Trouble with Data
65(1)
Fire Drills and Hail Marys
66(3)
Shaping Your Perception in the Marketplace
69(1)
What Are the Component Parts?
69(5)
More than One Process
74(1)
Targeted Conversations
74(2)
The Wired versus the Unwired
76(1)
Further Segmentation Opportunities
77(1)
The Clean Sheet of Paper
78(1)
Process Is Structure
79(2)
Integrating the Sales and Marketing Processes
81(8)
A Natural Integration
83(2)
Learning from the Web
85(1)
Toward a Selling Architecture
86(3)
Features Versus Customer Usage
89(10)
The Pinocchio Effect
90(1)
Features and Benefits
91(1)
Information or Irritation?
91(2)
The Power of Usage Scenarios
93(5)
The Shared Mission
98(1)
Creating Sales-Ready Messaging
99(16)
A Caveat
100(1)
Titles Plus Goals Equals Targeted Conversations
101(2)
Next Step: Solution Development Prompters
103(3)
Back to the Usage Scenario
106(2)
The Templates
108(3)
Closing Observations
111(4)
Marketing's Role in Demand Creation
115(20)
Lead and Prospects
115(2)
The Bottom Line on Budgets
117(2)
Starting Out as Column B
119(5)
Marketing and Leads
124(1)
Brochures and Collateral
124(4)
Trade Shows
128(1)
Seminars
129(1)
Advertising
130(1)
Web Sites
131(1)
Letters, Faxes, and Emails
132(1)
Redefining Marketing's Role in Demand Creation
132(3)
Business Development: The Hardest Part of a Salesperson's Job
135(16)
The Psychology of Prospecting
136(1)
Telemarketing and Stereotypes
137(3)
Some Basic Techniques
140(1)
Generating Incremental Interest
140(3)
Some Common Scenarios
143(3)
The Power of Referrals
146(1)
Letters/Faxes/Emails
147(3)
Prospcting plus Qualifying Equals Pipeline
150(1)
Developing Buyer Vision through Sales-Ready Messaging
151(16)
Patience and Intelligence
152(1)
Good Questions, in the Right Sequence
153(2)
A Good Conversation
155(4)
Competing for the Silver Medal?
159(2)
Vision Building around a Commodity
161(6)
Qualifying Buyers
167(14)
Qualifying a Champion
169(5)
Following Up on the Champion Letter
174(2)
Qualifying Key Players
176(2)
Qualifying RFPs
178(3)
Negotiating and Managing a Sequence of Events
181(12)
Getting the Commitment
183(1)
Keeping Committees on Track
184(3)
Gaining Visibility and Control of Sales Cycles
187(1)
Why Would Either Party Withdraw?
187(2)
Reframing the Concept of Selling
189(1)
Mainstream-Market Buyers
189(4)
Negotiation: The Final Hurdle
193(14)
Traditional Buyers and Sellers
194(1)
The Six Most Expensive Words
195(4)
The Power of Posturing
199(2)
Negotiating
201(2)
The Conditional ``Give'' and Close
203(1)
Apples and Oranges
203(1)
Summary
204(3)
Proactively Managing Sales Pipelines and Funnels
207(10)
Milestones: Getting the Terms Straight
209(8)
Assessing and Developing Salespeople
217(18)
Golf Is Easier
219(2)
Assessment: What Doesn't Work
221(2)
Performance Does Not Always Mean Skill Mastery
223(1)
Seven Selling Skills
224(4)
Leveraging Manager Experience
228(5)
Tomorrow Is the First Day of the Rest of Your Sales Career
233(2)
Driving Revenue via Channels
235(10)
Getting the Right Coverage
235(3)
Who's in Charge?
238(1)
Applying Customer-Centric Principles to Channels
239(2)
Fixing Broken Chanels
241(4)
From the Classroom to the Boardroom
245(6)
Key to Implementation
246(1)
Suggested Approach
246(4)
Making Your Sales Process a Competitive Advantage
250(1)
Index251

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.

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