Sales Training Article: Is Your Organization REALLY Customer-Centric?

By John Holland, Chief Content Officer, CustomerCentric Selling® – The Sales Training Company

It’s that time when adults don costumes for Halloween parties. Some go out of their way to be different from their personas. A question for companies during this season: Are you masquerading as a customer-centric organization?

That phrase has become amorphous, so let’s make the criteria that company offerings reflect customer/market needs and sellers provide superior buying experiences.

Here are telltale symptoms you may have further to go in your journey to become customer-centric:

  • The person driving Sales Enablement* does not report directly to a CEO, COO or CFO
  • Approaches to selling new offerings are created after they’ve been developed
  • CRM milestones reflect selling steps without regard for how your buyers buy
  • Marketing promotes new offerings using “push” rather than “pull” strategies
  • Sellers treat educated buyers like clean sheets of paper as relates to their needs
  • There are few known instances of winning by providing better buyer experiences
  • Product training for sellers is noun-based (describes what offerings are)
  • Product training is not verb-based (how offerings can be used to achieve business outcomes)
  • Sellers lack business acumen to relate potential value to executives
  • Nurtured leads provide low entry points and low close rates
  • Sellers refer to sales cycles rather than buying cycles

Traditional approaches are hard to change. It takes more than lip service. Are your sellers offering buyers tricks or treats?

*I prefer the term “Buyer Empowerment” to shift the focus from selling to buying.


Take a look at the sales training workshops available to you.

Our Live Workshops are  filling up!

If you want to take the guesswork out of how to improve your sales game, we can help. Come to our next Live Workshop in Boston or Denver. You’ll get three days of in-person sales training, great food, expert hands-on coaching, and — most importantly! — a clear process for any sales situation so you can earn more money for your company and for yourself.