7 Easy Steps to Build Customer Centric Selling

published on 23 June 2022

Today, every field wants to boost its sales. Technology has transformed companies' and customers' behavior; the old sales game doesn't work anymore. Now the mantra to achieving great success is to put the customer first.

What is customer-centric selling?

Customer-centric selling simply means empathizing with customers' needs in every stage of the sales process. You become their problem-solving ally by nurturing a two-way dialogue rather than a sales monologue.

Why is customer-centric selling necessary for your business?

You need to have a different approach to stand out amongst others. By approaching the sales process, you can build a sustainable relationship with the customers. You will be able to benefit your customers with the right option as you have studied their needs. By helping people every day, you will be able to maintain a revenue stream.

Here are 6 salient points of the customer-centric sales approach that will help you grow:

As more time is invested in conversation better leads are brought in.

The sales process is made more efficient by adapting and changing according to customers' needs.

By appreciating the customers, they feel valued.

Customer-centric selling helps your team to stand out in such a vast market by delivering higher-quality interaction with your prospects.

A stronger and long-lasting relationship is built as you become your customer's ally and not just a tool.

The company's revenue is increased as there are shorter sales cycles, longer customer lifetimes, and thus, higher quality leads.

Are you willing to use the customer-centric model in your sales process? Let us go through the 7 stages to understand how it works.

Stage 1: Decision-makers are targeted

Customer-centric believes indirectly targeting the decision-makers rather than investing time in interactions with end-users. Giving real solutions to the right prospects is the main moto.

Finding decision-makers and stakeholders is the very first step of this process. By using a customer-centric sales process the sales team focuses on building a relationship with the decision-makers.

Stage 2: Deeper questions instead of giving opinions

Customer-centric sellers invest a lot of time in qualifying stages to understand the needs of their prospects and then ask the right question. Instead of giving opinions, they target open-ended questions. This helps the seller to have a good relationship with the prospect.

For instance:

  • What’s your current process for dealing with the challenges?
  • What solution are you currently using to do that?
  • What were the deciding factors that made you choose that particular solution?
  • What’s working/not working with that solution?
  • Why is this a priority for you?
  • How is this issue affecting the rest of your team?
  • What would success look like to you with a new solution?
  • Which aspects of a solution are the most important factors in deciding which product is right for you?
  • Who will be responsible for implementing or overseeing this service or product?

The sellers should stop where they feel it is not a good fit while asking these questions. As this process is based on a real solution to the right prospect and not just getting the work done, the seller must stop when he sees there will be no positive response. It is better to make it plain at this stage rather than investing more time.

Being honest and letting them know that the product is not better for your company which was examined during the sales questions. The buyer will be surprised to see such behavior which in long run will be beneficial and will help to gain trust and trusted referrals.

Stage 3: Two-way dialogue than sales monologue

Here in customer-centric selling, there are fewer presentations and more interaction between the seller and the buyer. Utilizing the information collected during the qualifying stage the seller discusses with the buyer in detail about their needs. It is a two-way conversation where customers' needs are at top priority rather than a presentation where only a salesperson is speaking about the product. This model will help in working with the buyer to find the right solution for their needs.

Stage 4: Hands-on product demo

By levelling up your demos and making them more customer-centric the buyers will understand what resources they need to be successful customers in the future.

Stage 5: Furnish them with the right resources

This is the time when you need to concentrate on others who are also to be convinced. Customer-centric sellers provide necessary resources to their internal champions to close the deal.

For instance, if the legal team needs to check the legal policy and other documents, keep them ready.

By anticipating their needs, you will be reducing the sales cycle and moving the deal much faster.

Stage 6: Negotiation and flexibility

Do not pressurize a buyer to finish the deal in a hurry because it will create a negative impact on the buyer. When it comes to closing a deal customer-centric sellers are flexible, willing to bend to what works for the buyers. Negotiations are focused on bringing what is the best solution, right price, and at the right time.

You need to create sales urgency where a buyer is not able to make a decision or is simply holding back. Creating sales urgency works best to make their decision faster.

If you feel a buyer is not buying it because it is not the right time for them, you need to let it go.

Stage 7: Check-in regularly after the purchase

Once the prospects are converted to customers do not leave them high and dry. Keep a regular update on how well your product is functioning. Help them grow after the purchase and check in regularly with their progress.

Now that you know what customer-centric selling is and how it works. You might want to know its advantage. Cutting it short, the star benefit of customer-centric selling is that, the more successful your buyers are within the initial stage, the longer they will stick around your product.

Get started with the customer-centric approach and win leads!

Read more