Customer-Focused Selling

A Special Report:

Customer-Focused Selling
A dynamic process for a dynamic market

Prepared by:
Eric L. Doner

Customer-Focused Selling
I. Selling is the most important activity in business.
Our first order of business is to distinguish between marketing and sellingofteninterchanged termsthat are not synonymous. Red Motley, the Dean of American
Salesmanship, is widely acknowledged for stating: "Nothing happens until
somebody sells something." Market research, competitive intelligence, technical
innovation, product development and advertising do not produce sales. Selling
produces sales.
Marketing defines what customers want, drives what companies produce and
promotes demand for products and services. Selling continues the marketing process
by presenting those products and services to customers. It's Marketings job to
discover customers' wants and needs, and marshal the organization's resources to
produce products and services that satisfy those needs. Then, once those products and
services are available, it's the job of Selling to demonstrate their value and help
customers buy.
Marketing and selling are complementary activities and require parallel objectives and
strategies. Teamwork and consistent open communication are paramount: Marketing
needs feedback from sales to verify that customers wantand enjoy our products.
Selling generates the cash to meet payrolls, pay suppliers, fund research and develop
new products. Without selling, there is no business. There's no organization to create
jobs, no money to build plants, purchase equipment nor, to produce goods and
services.
In the United States, productivity and quality have increased steadily over the past
several years. American innovation in technology has fueled the world's thirst for
instantaneous communication, entertainment and information. And, increased
corporate earnings have produced enormous wealth for a growing number of
shareholders.
The global economy, increased competition and high customer expectations have
spawned an emphasis on continuous improvement and certified quality standards in
every industry. Yet however popular or valuable these efforts, we must be mindful of
one key fact: "Nothing happens until somebody sells something."
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To sustain the quest for excellence, companies must pursue continuous improvement
in their selling effortsas passionately as they do in operations. Those who don't will
produce less revenueand either is acquired, downsize or disappear. Strong leadership
is required to gainand sustain a sales advantage. Sales people must be educated in
value concepts and empowered to show sales leadership. The requirements for sales
leadership can be found by examining the evolution of selling practices in our
economy.
II. The Evolution of Customers' Expectations and Selling Practices.
The selling arena in 2000 is much different from the post-world war industrial boom
that created the base for today's economy. Discerning customers expect quality and
demand customized solutions to solve their problems and satisfy their needs.
Research on selling practices since the 1940's have identified four distinct levels or
styles of selling:
Willie Loman practiced level 1 selling in Arthur Miller's famous play: "Death of a
Salesman." In Willie's era, any supplier with something to sell and "a good pitch"
could make a sale. This was the phase of the "Commercial Visitor" when a pleasing
personality, a shoeshine and a smile could instantly create customers and produce
sales.
Level 2 selling arrived on the business scene in the '50s and 60's in response to
increased competition and customers' technical requirements. Industry responded with
the "Product Peddler" who, was now, armed with product specs and a price listin
addition to a shoeshine and a smilecould talk for hours about features and price.

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Level 3 selling became the domain of the "Consultant and Problem Solver" in the
1970's. In this era, both buyers and sellers were better educated and sophisticated
about the selling and negotiating process. Behavioral scientists contributed to this
more kind and gentle selling style when they discovered that sellers who acted as
"counselors" and listened more than they talked, developed stronger business
relationships.
Level 4 selling evolved in the 1980's when sales professionals strove to become
"Business Partners. Customers who recognized suppliers as a critical operational
resource awarded this designation. Larger manufacturers, faced with foreign
competition, pressures to control costs, increase productivity and improve quality put
suppliers on notice that they would deal with fewer sources. They redefined the selling
process and changed relationships. Sellers at this level share their customers
challenges, and must demonstrate difference and substantiate value over price.
Having examined the evolution of selling practices, You may ask: "What does this
mean to me?" It means you can't expect to develop Business Partnerships with only a
shoeshine, a smile, a price book and a product pitch. You must shift from conventional
selling methods in order to be perceived as a value-adding supplier. Sellers must
develop and demonstrate customer-focused selling skills to earn and keep customers.
III.Conventional Wisdom vs. "Smart Selling"
Anyone who's been in selling for most of their career will tell you that selling is more
challengingand many sales professionals report that: "Selling is not as much fun."
What's changed? Buyers expect more, and perceive few differences between
products. Sales cycles are more complex, decisions take longer. There are more
conditions to be met and obstacles to overcome. In short, it's a customer-driven
marketand in such a market, conventional selling wisdom will no longer serve sellers
who expect to succeed.
Conventional wisdom is reflected in behaviors and tactics used by "typical
salespeople:" Fast talking, high pressure and "slick." Not the kind of person who is
likely to win customers' trust and build long-term relationships. These sellers would
rather "pitch" their product and defend (or argue about) their pricethan take time to
understand customers' needs and help them discover how their product fills those
needs.

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Consequently, high-pressure sellers push for the "close" and encounter "objections"
largely because they failed to earn the customer's trust. They are guilty of "Premature
Presentation" because they were more interested in what they wanted to say, than in
determining what and why the customer wanted to buy.
Customer-Focused Selling requires taking a hard look at selling, and how we sell.
You cannot be successful by emulating or imitating your competitors. You must
perform differently to be perceived as differentand better. Emphasizing such features
as quality products and superior customer service are the "price of admission" an no
longer sufficient to impress customers or cause them to keep suppliers.
An article in Business Week several years ago titled: "SMART SELLING: HOW TO
WIN OVER TODAY'S TOUGHER CUSTOMER" described requirements for selling in a
customer-driven market:

GET EVERYONE INVOLVED: Salespeople no longer act solo. Smart selling

requires focusing the entire company: Everyone from product designers to plant
managers and financial officers must be involved in selling and servicing
customers.

RETHINK TRAINING: Smart selling means building relationships with customers,

not just slam-dunking them on a single sale. Forget high-pressuresellerss need

new skills: They must learn to be customer advocateswhose detailed knowledge
of their customers' businesses helps them spot sales opportunities and service
problems.

INSPIRE FROM THE TOP: Smart selling needs the involvement and attention of

top management. CEOs and top managers must visibly lead the smart selling
charge by calling regularly on customers and addressing sales training sessions.

CHANGE THE MOTIVATION: Change everything from how salespeople are hired,

trained, and paid, to how the CEO does his or her job. Salespeople need constant
recognitionbut maybe not just commissionsincentives to scoring a quick sales
hit. Instead, include measures of long-term customer satisfaction in compensation.

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FORGE ELECTRONIC LINKS: Use marketing and distribution technology to track

relationships with customers, make sure the right products get to the right place at
the right times, and make order-taking easy. It all adds up to high-tech intimacy.

TALK TO CUSTOMERS: Smart sellers solve customers' problemsand don't just

take orders. Make frequent phone calls, assign employees to customers sites and
drop notes to those who order frequently. Customers like the attention, and the
added communication makes for better intelligence gathering.
Companies who sell smart anticipate and respond to the needs of the market place.
They concentrate on solving customers' problems and meeting customers' needsnot
their needs. Sales people who sell smart focus more on adding value and selling
solutions and less on products and price. They ask questions about customers'
business priorities and do more listening than talking. Finally, because of the strategies
and skills they use, they are perceived as "Consultants" and soon become "Business
Partners."

IV. The Need for Customer-Focused Selling Strategies and Selling Skills.
Research on practices of successful sales people determined that Strategy is 70% of an
effective selling effort and Skills 30%. Strategy defines who to sell to and how to sell
them. Skills are the communicating tools you use to carry out your selling strategies.
Strategies include Gathering Information to Get Customers' Feedback, Determine
Customers' Buying Motives, Uncover Needs and Learn about Customers' Business
Objectives. Once you understand your customers' needs, it's critical to act!
Skills include Interpersonal Communication techniques to Build Rapport, Develop
Trust, Ask Questions, Recommend Solutions, Handle Concerns, Gain Commitment
and Build Business Partnerships. Smart Selling does not require new skills, but
focused skills for Questioning, Listening, Observing, Verifying and explaining.
What's new is, these skills are used to communicateand not manipulate.

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By employing customer-focused selling strategies and skills you will be able to

determine why customers buyto understand their buying motives. It's important to
remember that customers choose suppliers and products for their reasonsand not
ours. You may believe that you understand your customers' buying motives, and you
may have demonstrated the ability to meet their needs. You may also believe that your
customers have a positive perception of your company and your products.
However, given all that we've discussed about the dynamics of the market place, can
you be sure that customers still perceive you positivelyand that their buying motives
are have not changed? Can you be sure that their reasons for initially doing business
are the same motives that will motivate them to continue to buy? It's easy to be lulled
into a false sense of security with accountsespecially long-time customers. You
cannot afford to be complacent in a global economy, and you can be sure that your
competitors are not sleeping. If customers' perception of your company is positive,
you need to reinforce that perception. If their perception has become negative, you
must find out why and take action to improve their perception and regain their trust.
This is why Customer-Focused Selling skills are critical with prospective and present
customers. By selling smarter, you will encourage and enable customers to share their
business issues, challenges and objectives. Ask them what they want to achieve or
accomplish. Once you're armed with this information, you will be able to present your
product or services as a solution: A way to help customers achieve their objectives.
And with current customers, using Customer-focused Selling skills will help you get
feedback you need about how you are doingin serving their needsso you can keep
and expand the business you have earned.

Eric L. Doner

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