Customer-Centric Selling vers 2A

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