John Holland

Real Customer-Centricity Starts with Product Development

In launching our business in 2002 our hardest decision was agreeing on a name. We chose CustomerCentric Selling® and weren’t enamored with it. A few months later Dell used the term customer-centric in an advertising campaign, making our choice look much better. Today I doubt...

A Buyer-Centric, Collaborative Way to Bring New Offerings to Market

I once worked with a software company whose offering monitored the age and usage of manufacturing equipment. They offered an alternative to regularly scheduled preventative maintenance by tracking equipment usage and age to determine optimal times to perform maintenance. Older equipment with heavy usage...

Buyer Empowerment: Redefine Selling to Help Customers Achieve Their Goals

In the last twenty years, revolutionary shifts in buying behavior have occurred. Vendors have responded at a leisurely pace with what I believe have been tepid evolutionary changes. The gap between how buyers want to buy and their buying experiences appears to be a...

B2B Sellers: Don’t Wait for Your Ship to Come In. Go Out and Meet...

As the number of global warming doubters dwindles, so it is few people deny sellers get involved in buying cycles today later than ever. Many vendor responses to changing buying behavior have been belated, flawed or tepid. In the late 90s vendors appeared to be...

My Salespeople Can’t Close …

Closing is an important skill for salespeople. I often hear sales executives complain that their people are not "good closers." In my experience the best salespeople often get business without having to close, but that's a subject for another blog. Let's define closing as...

Coming Clean on a CRM Myth

When the results realized with software are disappointing, name changes are an option: • MRP became ERP • SFA became CRM • CRM may be rechristened CEM (Customer Experience Management) With CRM, customers come first only in the name....

Where Are the Leads?

Few B2B companies are doing much about Customer Experience Management (CEM). Those that are may not be looking far enough upstream. What percentage of four-month sell cycles take 1-3 years before prospects are ready to buy? Customer Experience is a challenging concept. In attempting...

Marketing’s Role in Business Development

Few B2B companies are doing much about Customer Experience Management (CEM). Those that are may not be looking far enough upstream. What percentage of four-month sell cycles take 1-3 years before prospects are ready to buy? Customer Experience is a challenging concept. In attempting...

Buying Versus Selling

Selling Versus Buying Imagine entering a store to buy a TV, but having limited knowledge about what's available. A clerk asks: May I help you? Despite desperately needing help, the most common answer is: No, I'm just looking. Why do buyers respond this way? -…

Selling Software as a Service

The shift to software as a service provides more predictable revenue streams. Especially for publicly traded companies striving to deliver earnings, quarters that hinge on one or two "make or break" transactions occur less frequently. While predictable revenue streams provide upside, many companies haven't considered...

Would Your Customer Say Yes a Second Time?

While they may not articulate it in this manner, most companies (especially those selling software as a service) are in the renewal business. Companies that fail to provide a positive customer experience will struggle to gain customer loyalty. How customers are sold (or how...

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