John Holland: Selling to People Who Can Buy

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...

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