Customer-Centric Selling (2nd Edition)
This book examines all aspects of implementing a professional consultative sales organization. It can be read cover-to-cover for a comprehensive perspective, or chapter-by-chapter for a more topical view, based on your needs and interests. A new section has been added addressing selling in a virtual world of audio-only and zoom meetings. It is divided into three Parts:
- Part A: “The Worlds of Selling and Sales” compares traditional to consultative selling. While each approach is tasked with generating revenue for their company, how they accomplish that, and what other tasks they do, are fundamentally different. Part A provides a context for many of the concepts and skills offered throughout the text.
- Part B: “Consultative Selling and the Buy Process” discusses how a consultative salesperson interfaces with each customer based on their buy process and how they make the many decisions that impact their ultimate purchase. Part B provides a “big picture” view of how consultative salespeople remain focused and manage their time to provide optimum influence on their customers.
- Part C: “Consultative Selling Skills” describes many of the most important skills and protocols to establish, build, and benefit from consultative partnerships. As such, they are stand-alone skills that can be used independently … yet are optimized when used in conjunction with each other.
Note to Professors and Instructors: Support materials, including an Instructor’s Manual, PowerPoint slide decks, in-class student exercises for the skills, and a comprehensive student project are available. In addition, adopters who meet certain parameters will be entitled to personal consultation with the author in developing their courses.
Jeff Krawitz
Jeff Krawitz joined New York University Leonard N. Stern School of Business as an Adjunct Professor of Marketing in 2005. Previously, he taught at Columbia University and San Jose State University, and was a guest lecturer at Santa Clara and Stanford Universities.
Professor Krawitz works with some of the top business students in the world, exploring leading-edge concepts in professional, customer-focused sales. As a founding principal at Customer Manufacturing Group (CMG), a sales-marketing consultancy specializing in marketing processes, he encounters companies that need things fixed quickly in order to return to profitable growth. This unusual combination -- blending theory with practical business crisis management -- enables Professor Krawitz to bring a unique perspective to developing and managing the sales process in a growing business.
Before forming CMG, Professor Krawitz spent 17 years with Advanced Micro Devices (AMD), a leading semiconductor manufacturer, where he was responsible for numerous activities within marketing and sales. Progressing from field sales engineer to worldwide channel marketing manager, he developed a working knowledge of sales from multiple points of view: major accounts, manufacturer's reps, distribution and channel sales, and sales process development. Professor Krawitz also held various product marketing and product management positions at other companies before joining AMD.
Professor Krawitz received his M.B.A. from the University of Pittsburgh and his B.S. in Electrical Engineering from the University of Illinois.
| Format | ISBN | List Price | Wessex Website Price |
|---|---|---|---|
| Hardcover | 978-0-9882902-5-9 | $ 234.70 USD | $ 234.70 USD |
| Softcover | 978-0-9882902-6-6 | $ 144.70 USD | $ 139.70 USD |
| E-Book | 978-0-9882902-8-0 | N/A | $ 89.70 USD |
Testimonials
Customer-Centric Selling is a great match for companies looking to evolve to an SaaS model. Jeff Krawitz provides a detailed step-by-step guide for how a sales team must perform to continuously add value for your customers as they increase usage of your products. Students and seasoned salespeople alike will find great value in this book.
One of my biggest takeaways from Customer-Centric Selling is realizing how easy it is for your communications to be misunderstood or misconstrued. Applying the techniques in Prof. Krawitz’s book has allowed me to gain better consensus, both internally and with vendors. As a bonus, this has also improved my communications with my own sales team.
In most firms, ‘customer focus’ is merely a slogan or a theme for a motivational speech. Jeff Krawitz explains, clearly and methodically, how to make customer focus a behavioral reality in your firm and embed it in a profitable consultative selling approach. Customer-Centric Selling/cite> is a useful book for early-stage entrepreneurs as well as sales managers in corporations.