Key to Implementation

First-level managers are the linchpins in implementing Customer Focused Selling. Traditional salespeople are reluctant to change. Many lack the self-motivation to try something new. Others are afraid. Those who try and don't encounter immediate success are sorely tempted to return to their old, familiar ways. Most salespeople need the support of their manager to make the migration from being either traditional or customer-focused sellers to becoming Customer-Focused sellers. Two questions to consider if you're on the fence:

1. Would you prefer this approach if you were on the other side of the desk as a buyer?

2. What would your win rate be when competing with a seller capable of executing Customer Focused Selling?

Sales managers must learn and support the process. Their actions speak louder than their words. Verbalized support for the process rings hollow if they do not utilize the methodology while making calls with their salespeople. Failing to do so sends the wrong message to their direct reports. Salespeople are like your children in that they are hard to fool. A manager's behavior, much more than his or her words, shapes the behavior of the salespeople.