Customer-Centric Selling vers 2A

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Over the years, I developed and evolved the Consultative Sales Model that is the basis of this book. It all started with that presentation to my new direct reports at AMD and my desire to "get inside their heads". Chris Anderson, owner of the TED conferences, clearly emphasizes this point: So, language works its magic only to the extent that it is shared by the speaker and listener. And there's the clue to how to achieve the miracle of re-creating your idea in someone else's brain. You can only use the tools that your audience has access to. If you start only with your language, your concepts, your assumptions, your values, you will fail. So instead, start with theirs. It's only from that common ground that they can begin to build your idea inside their minds.1 That is the essence of customer-centric consultative selling. I have worked for the past four decades to discover and refine what it takes to be truly customer-centric in business. I