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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Michael Bosworth and John Holland's book: "Customer Centric Selling: The Message Driven Sales Process".
This complete summary of the ideas from Michael Bosworth and John Holland's book "Customer Centric Selling" shows how marketers and salespeople should work together to achieve more. Customer centric selling is a system where salespeople and marketers come together and use sales-ready messages to help customers visualise a product and how it can satisfy their needs. The authors share the 8 critical aspects that you will need to master in order to communicate these messages to your customers.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Customer Centric Selling" and find out how you can create sales-ready messages that will dramatically increase your sales figures.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 33
Veröffentlichungsjahr: 2013
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Book Presentation: Customer-Centric Selling by Michael Bosworth and John Holland
Summary of Customer-Centric Selling (Michael Bosworth and John Holland)
Book Presentation: Customer-Centric Selling by Michael Bosworth and John Holland
Book Abstract
MAIN IDEA
In most organizations, there is a basic disconnect between the marketers and the sales people. This is unfortunate because the marketers (the people who are responsible for creating the messages delivered to customers) and the sales people (who build relationships with real world customers) really could achieve much more if they collaborated and worked together instead of being at cross purposes.
“Customer-centric selling” (CCS) is a system whereby sales and marketing collaborate together to help your customers visualize using your offering to help achieve a goal, solve one of their problems of satisfy a need. This is achieved through the delivery (in intelligent two-way conversations) of sales-ready messages rather than presentations about product features and benefits. CCS is the system by which these sales-ready messages are developed and delivered.
As its name suggests, customer-centric selling is all about placing the customer at the center of the sales process rather than in an ancillary role as the audience. For many years, sales has come to resemble a spectator sport rather than an intensely focused session of give-and-take. CCS empowers buyers to solve their own problems with the use of your product or service.
“In order to be effective, a salesperson must be able to relate his or her offering to the buyer in a way that will allow the buyer to visualize using it to achieve a goal, solve a problem, or satisfy a need. This, in turn, requires a conversation. For a variety of reasons, though, only a small percentage of salespeople are able to converse effectively with decision makers. And presentation software -slick and eye-catching as it can be – can undermine those talented few. CustomerCentric Selling has been designed to help you engage in relevant, situation-specific conversations with decision makers, without having to depend on canned presentations. In short, we can help you become more effective.”
– Michael Bosworth and John Holland
About the Author
MICHAEL BOSWORTH is a cofounder of CustomerCentric Systems LLC, a sales system development and training firm. Mr. Bosworth is also the author of Solution Selling. He has been a featured lecturer at the Stanford Graduate School of Business and the Stanford Program of Market Strategy for Technology-based Companies.
JOHN HOLLAND is also a cofounder of CustomerCentric Systems LLC. He has previously worked as a sales executive with IBM’s General Systems Division, with Storage Technology Corporation and Sand Technology.
The Web site for this book is at www.customercentricsystems.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Customer-Centric Selling (Michael Bosworth and John Holland)
1. What is Customer-Centric Selling?
Conventional selling involves the delivery of a prepared sales pitch focused around product features and benefits. Customer-Centric Selling (CCS) is different. With CCS, you help your buyer visualize how they will use your offering to:
Achieve one of their goals.Solve one or more of their specific problems.Satisfy a need.In other words, CCS transforms the one-way sales pitch into a genuine two-way conversation where the buyer and the seller work together to achieve something worthwhile.
Customer-centric selling has seven basic tenets and thirteen core concepts.
The seven basic tenets of CCS are:
You’ll be far more effective having situational conversations with buyers than you ever will be making presentations.That is, instead of giving a canned PowerPoint presentation, clients would rather talk with you in conversation. If you’re smart, you’ll use that conversation to help the buyer visualize using your product or service to help do something useful for them – like solve a problem or achieve an objective.
It’s better to ask relevant questions than to offer your opinion.
