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MANAGEMENT


Personalize the Sales Motion Process To Get Better Results


MARY BETH ADDISON


While CRMs include lots of information about the customer, they contain little or no insight on the customer’s expectations, past conversations, buyer values, or win themes. Most organizations don’t understand how to put true customer needs at the center of their sales process – instead focusing their processes on opportunity tracking, internal goals, and persona templates.


12 | MARCH/APRIL 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


Organizations can optimize sales by putting the customer at the heart of the process – listening to custom- ers by capturing feedback at every stage, recording it, and embedding it into existing systems to optimize the entire customer experience.


ENHANCE THE SALES MOTION PROCESS Too often, the sales motion process is more about talking than listening. Organizations talk about who they are and what they can offer. They tell the customer how the sales process works and what will happen next – yet many salespeople fail to take into account who the customer is and what they need. Organizations that take the time to understand what customers need will


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