Customer-Centric Sales: Definition & Strategy

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  • 0:03 Customer-Centric Skills
  • 0:45 Knowing Your Customer
  • 2:45 Customer Interaction
  • 3:34 Customer-Guided Sales
  • 4:15 Lesson Summary
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Lesson Transcript
Instructor: Allison Tanner
This lesson defines customer-centric sales. It then describes how an organization can design its sales process before, after, and during sales to create a customer-centric strategy.

Customer-Centric Sales

Paper Revolution is a highly successful tablet designer that has recently experienced unprecedented sales of its newest product. Much of Paper Revolution's success has come from its customer-centric sales technique, which keeps the customers' interests as the primary motivator to the sales strategy. This technique involves developing products and services around the wants, needs, interests, and concerns of the customer.

There are three main activities involved in customer-centric sales. These include:

  • Knowing your customer
  • Promoting customer interaction
  • Allowing customers to guide the sales process

Let's take a closer look at each of these activities.

Knowing Your Customer

Firstly, it's very important to know your customer to achieve customer-centric sales. You see, in a standard sales approach, companies will focus on knowing their target market, or the group of individuals whom the company wants to sell their product to. However, in customer-centric sales, knowing your customer means knowing what your customer wants and needs. This goes a step beyond the typical approach. Paper Revolution is not focused on what the company wants, which is sales, but rather what the buyer wants.

So, what does knowing your customer entail? Paper Revolution uses a combination of techniques, including:

  • Looking at the customers' buying habits. This means Paper Revolution identifies what customers are currently buying.
  • Evaluating online data. This means that Paper Revolution is looking at what customers are searching for, what types of issues customers are having with their tablets, and any other information related to similar products.
  • Seriously considering customer feedback. Instead of just thanking customers for their feedback, Paper Revolution incorporates their feedback into product upgrades. The company shows customers that it's listening, and it creates products the customer wants.
  • Asking the customers what they want. Paper Revolution believes there is no better way to know what customers want than to ask them.
  • Considering technology the customer doesn't yet know they need. Paper Revolution asks, what is the next big thing? What do our customers want that they don't know they need? For example, the Paper Revolution tablet offers an easy and complete method for running household electricity and turning things on and off, such as the bathroom light or dishwasher.

By really getting to know the customer through customer-centric approaches, Paper Revolution is able to simplify the selling process. After all, the company can create products the customer wants and needs, reducing the need for targeted marketing. The product sells itself!

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