It should come at no surprise that selling is as easy as making your product about the customer and his or her needs. Many studies throughout the marketing world have shown that people respond incredibly well to personalization. This makes sense, after all. Receiving relevant information builds trust and naturally makes you more engaged with the material you are interacting with.

CustomerCentric Selling is a sales methodology which has been built on the idea that personalization and a focus on the needs of each individual customer is paramount to the success of a sale. The Customer Centric Selling method was developed by the creator of Solution Selling, Michael Bosworth, John Holland and Frank Visgatis. In their book, “CustomerCentric Selling,” the trio dives into the benefits brought to the sales process by a methodology which centers on listening to the needs of each individual customer.

CustomerCentric Selling shares many features of Solution Selling. Both methods emphasize the importance of crafting a pitch which addresses the needs of your prospect. While the Solution Selling Method focuses on positioning your product as the solution to your prospect’s problems, CustomerCentric Selling more generally highlights the importance of cultivating trustworthy relationships with your customers and focusing on the user experience.

The success of CustomerCentric Selling is well documented, and it is clear that customers enjoy feeling empowered to play an active role in the sales process. According to Outreach, “organizations who adopt the approach are… 4-8% more profitable than those who don’t.” Other studies on personalization in marketing tactics and sales strategy have also shown that a focus on customer needs is well received by customers. Other sales methodologies like Consultative Selling, Conceptual Selling, SPIN Selling, and NEAT Selling also emphasize listening to consumer needs and adapting strategy based on their desires.

How it Works

CustomerCentric Selling is a sales methodology which requires genuine effort and knowledge. The best strategy for selling with the Customer-Centric methodology is to have a conversation with the customer. This conversation should be about the customer and their needs and not about how the product or service can benefit them. The goal of the conversation is to determine how the product or service can help the customer meet their needs. In this blog, we’ll go over strategies to learn the best practices for telling customer centric stories that sell.

1. Know Your Customer

In order to personalize your sales pitch you need to truly know your customer. There are many definitions of "Customer-Centric selling," but the one that I like the most is that it means knowing your customer. Knowing your customer means more than just knowing the basics of them and their industry. Knowing your customer means that you are aware of your customer's needs, wants, and expectations.

It's important to be able to answer a few key questions about your customers: How many customers do they have? What are their demographics? What do they like and dislike about your product or service? What do they like and dislike about your competitors' products or services? Do they trust you, or does this relationship seem a bit too transactional? What kind of problems are they having, and how well are you addressing them? What are their complaints, and how well do you handle customer service issues? These are just a few of the things you should be able to know about your customers. It's also important to know what your customers don't like, which can help you avoid the problems of the future.

Quickcard.com allows you to show your customer that you really know them. While you research the answers to all these questions and ask even more during your sales calls and meetings, you can quickly update your sales collateral to reflect your new knowledge. For each question, your team can create a virtually infinite number of iterations which can highlight the solutions that fulfil the needs of your customers. Quickcard takes the information you input and creates personalized documents tailored to each customer. There is no better way to show your customers you care.

2. Listen to The Customer and Adapt to Their Needs

Your customers have to be the most important concern for you and your business. With the CustomerCentric approach, this concern is magnified. Salespeople using this methodology want to understand their customers, respond to their needs, and provide what they are looking for as quickly as possible. Building a culture of listening and talking to customers builds trust with your customers and helps your business maintain a competitive advantage in the marketplace. During the past decade, CustomerCentric selling has emerged as a key component of building customer loyalty and driving sustainable business results. As competition for customers increases, companies that can focus on CustomerCentric selling will find success.

Listening is an active process. As you go through your sales calls, having the ability to adjust your sales collateral is necessary to show your prospect that you have been paying attention to them. While your product likely has many great features you would like to show off, not every feature is relevant to every customer. In fact, by giving a broad overview of all your features, you may lose sales because you don’t explain in depth the features that matter most.

Instead, giving a deep dive about a few features that your unique customer is interested in can give you a better edge by showing them custom sales collateral that was responsive to their desires. With Quickcard, your sales team can adapt your one-pagers, pdfs, white papers, and even websites to show the most relevant content to each unique customer.

3. Provide A Great Customer Experience Throughout The Process

As a modern day sales rep, you have to wear many hats. While in the past salespeople may have gotten away with closing a deal and moving onto the next one, today’s salesperson must be prepared to provide great customer service beyond the signed contract. When practicing a CustomerCentric approach, you must make sure that the customer receives the best service possible at all times. When you practice the CustomerCentric methodology, your focus must be on providing the best possible level of service to your customers. In other words, you're constantly looking for ways to improve the way you serve your customers and make them happy. Rather than just looking to make a sale, you need to go above and beyond their expectations, and really help them address their needs.

Quickcard is more than just a software, it's a service. Quickcard’s Concierge program ensures that they do not forget about you after the sale. Quickcard’s sales team provides hands-on customer support throughout the process. As you update your collateral and improve your sales decks, the team will be there to help you create amazing content.

Tell Better Stories With CustomerCentric and Quickcard

While some methodologies have strayed from prioritizing the customer, CustomerCentric Selling remembers the old adage that the customer is always right. Empirical evidence supports the notion that people like to feel nurtured and cared for. If your sales team can take care of your customers, they will reward your strong relationships with their business going forward. Partnered with Quickcard, CustomerCentric Selling can take your company to the next level.

Sources

CustomerCentric: https://customercentric.com

Forbes: https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/?sh=3e38f9cc4ef2

HelpScout: https://www.helpscout.com/blog/customer-centric-selling/

LucidChart: https://www.lucidchart.com/blog/about-customercentric-selling

Outreach: https://www.outreach.io/blog/customer-centric-selling-guide