This work offers a summary of the book “CUSTOMER-CENTRIC SELLING - The Message Driven Sales Process by Michael Bosworth and John Holland”.

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 have 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.