You're standing in the middle of the electronics store, heart pounding with excitement. Today’s the day you finally upgrade your ancient laptop, which has been on life support for the past year. The salesperson is showing you a sleek, top-of-the-line model with all the bells and whistles, but the price tag makes your stomach churn.
"Well, this one has the latest processor, ample storage, and a high-definition display," he says, pointing at the expensive laptop. "But if you’re looking for something more affordable, we have this other model."
Your eyes dart to the cheaper option. It's not as shiny, and the specs are significantly lower, but the price is a fraction of the cost. You weigh the options: splurge now and cry about your empty wallet, or save a bundle and risk dealing with another dinosaur.
"Penny wise, pound foolish," you remind yourself. The saying is almost a mantra at this point, but the pull of saving money is too strong.
"I’ll take the cheaper one," you say with a forced smile, ignoring the doubtful look from the salesperson.
Fast forward a week, and you're sitting at your kitchen table, the new laptop whirring softly in front of you. It’s slow, but it works, and you’re feeling pretty smug about the money you saved. That is until you notice a peculiar pop-up ad taking over your screen.
“Congratulations! You've won a free iPhone! Click here to claim your prize!”
You know better than to click on such things, but the laptop isn’t responding to your attempts to close the window. Frustrated, you resort to the classic fix: turning it off and on again. But as you reboot, the screen flashes a sinister blue, and you’re hit with the dreaded Blue Screen of Death.
Panic sets in as you realize you have a critical Zoom meeting in five minutes. Frantically, you grab your phone, intending to join the call from there. But as you fumble to prop it up against your coffee mug, your elbow catches the handle, sending a cascade of coffee across the table and, inevitably, onto your new laptop.
“No, no, no!” you cry, grabbing the nearest towel to mop up the mess. But it’s too late. The laptop’s screen goes dark, and a faint smell of burnt electronics fills the air.
Desperate, you pull out your old laptop, the one you had tucked away just in case. You manage to get it running, and it miraculously holds up just long enough for you to join the Zoom meeting, though the video is so grainy it looks like you’re broadcasting from the 1990s.
As you sit through the meeting, trying to ignore the amused looks from your colleagues, you can’t help but laugh at the irony. You were so intent on saving money that you ended up with a laptop that couldn’t handle a week of your life. Now, you’re out the cost of the cheap laptop, and you still need a new one.
This is what happens every single time we engage in “traditional” sales tactics. We seem like we are gaining only to turn and spill hot coffee on our efforts. Let’s begin by looking at the pitfalls of that approach (then I will point you in the right direction).
The pit bull salesman (once they bite they don’t let go)
You've probably experienced it before—the pushy salesperson who just won't take no for an answer. They badger you with high-pressure tactics and manipulative techniques, all in the name of making a sale. But at what cost? Sure, they might close a deal here and there, but they're alienating customers left and right. That aggressive approach damages trust and nukes any chance of building a long-term relationship. It's a shortsighted strategy that sacrifices sustainable success for a quick win.
The crab bucket sales organizations
Then there are those cutthroat sales cultures obsessed with pitting reps against each other. It's a toxic environment where collaboration takes a backseat to individual performance. Salespeople are too busy trying to one-up their colleagues to share knowledge or best practices. And that competitive mindset isn't just unhealthy—it's counterproductive. When your team's too busy battling itself, how can it possibly join forces to conquer the real competition?
Jellyfish brain
Speaking of shortsightedness, what about those sales orgs hyper-focused on crushing their quarterly numbers? It's all about prioritizing quick wins over long-term growth. But here's the brutal truth: chasing after those short-term targets means neglecting what your customers actually need. You might hit your number this quarter, but at the expense of cultivating lasting relationships that fuel sustainable revenue. It's a vicious cycle of sacrificing tomorrow for a shiny trophy today.
The Culture Killer: Lack of Customer-Centricity
At the heart of all these traditional tactics lies a fundamental flaw—a lack of customer-centricity. When you're so hyperfocused on making sales at all costs, you lose sight of what matters most: the customer. It's putting your quota ahead of their needs and satisfaction. An"always be closing" mentality that treats buyers as targets, not partners.
You see it in the hard-selling tactics and pushy behaviors that make customers feel commoditized, not valued. The lack of empathy and genuine effort to understand their unique challenges. The one-size-fits-all solutions shoved down their throats, whether they're the right fit or not. It's a shocking disregard for what customers truly want and need.
When the pendulum swings back.
Is it any wonder this approach backfires? Customers see right through the self-serving agenda. They wind up mistrustful and dissatisfied—and who could blame them? The inevitable result is high churn, evaporating loyalty, and a tarnished brand reputation. Those short-term wins, achieved at the expense of customer-centricity? They lead to long-term stagnation as your business bleeds customers and struggles to stay relevant.
So, Tim what do I do about it?
The good doctor’s office
Glad you asked, what if we flipped the script entirely? Instead of treating sales as a zero-sum game focused on conquering the customer, we redefine it as a collaborative, consultative process? One where the goal is delivering genuine value, not just making a transaction? Where reps aren't order-takers but trusted advisors invested in their customers' long-term success.
Then let’s put them on the couch
It starts by cultivating a culture of empathy—encouraging reps to really understand their customers' perspectives, pain points, and desired outcomes. Not just giving lip service, but truly active listening to develop profound insights. From there, the focus shifts to creative problem-solving. Not pushing pre-packaged solutions, but tailoring recommendations to help customers achieve their unique goals.
I think we also need a specialist to check our (creaking) joints
In this customer-obsessed world, sales strategies become inextricably intertwined with customer needs. Every move, from messaging to product roadmaps, is meticulously aligned with delivering tangible value. We're not just checking boxes—we're charting purposeful paths to enable our customers' success.
Where is your team spirit?
But it's not just about reps' individual superpowers—it's about tapping into the collective wisdom of the entire team. In this culture, collaboration and cross-functional knowledge sharing are paramount. Sales enablement becomes a cycle of continuous learning, where everyone's empowered to up-level their capabilities for the clients' benefit.
What happens to your suit when the tailor takes the wrong measurement?
Most importantly, we've upended the very metrics that define "winning." Forget about vanity metrics like quota attainment or cheap tricks to inflate short-term numbers. True success is measured by the only scoreboard that matters: the customers'. Their satisfaction levels, their loyalty, and the long-term value they derive from your partnership—those are the numbers that shift the needle.
Doing customer-centric sales the right way gets us:
Through thick and thin partners
When you get customer-centricity right, the impact is profound. For starters, you earn something incredibly powerful yet increasingly rare: customer trust. By consistently placing their needs first, you shatter preconceived notions about self-serving salespeople. Customers realize you're a partner invested in their long-term success, not just another hired gun. That earns you priceless loyalty.
Our customer relationships are tighter than Bondo
With loyalty comes stronger, deeper, more sustainable relationships. Customers don't just see you as a transactional vendor, but an indispensable ally. They're not running at the first whiff of a cheaper alternative—you're solidly entrenched as their go-to expert. And those sticky relationships pave the way for greater cross-selling and upselling opportunities down the line.
We are attached at the hip
Ultimately, it translates to improved customer lifetime value and powerful revenue growth. Retaining and expanding your existing client base is exponentially cheaper than having to relentlessly acquire new logos. Not to mention those loyal customers become ambassadors who organically attract new business through glowing referrals. It's a virtuous cycle fueled by customer love.
Competitor, who?
In today's experience economy, customer-centricity is a formidable competitive edge. Sure, your products or pricing could be matched—but can your rivals replicate the unparalleled experience you've created? It's a key differentiator that makes customers fiercely loyal, giving you a protective moat that pays dividends for years.
Team Justice League
Perhaps most excitingly, customer-centric excellence attracts and retains top sales talent. The mercenaries chasing fat paychecks and plump quotas are a dime a dozen. But the driven professionals fueled by purpose? Those magnetic personalities who rally customers through sheer charisma and authenticity? They'll flock to your banner and stick around for the long haul. All because your values—making a genuine impact, not just making a buck—resonate so deeply.
That's it for today, see you again next week!
