David Henzel, Donald Kelly

TSE 1498: Be Customer-Centric or Die

It’s the golden rule of life: treat others the way you want to be treated. As sales professionals, you do this by playing the long game, building relationships rather than focusing on the sale. In today’s episode of The Sales Evangelist, Donald interviews David Henzel to learn David’s approach and strategy to being customer-centric in modern selling. 

What does it mean to be customer-centric?

  • In essence, a customer-centric salesperson sets customers up for success. 
  • It’s helping your customers succeed (or positioning them to be successful) instead of worrying purely about making a sale.
  • Selling out of fear only provides mediocre results. If you sell to make a commission, the customer’s problem might not be solved, and they might not want to be your advocate as readily.

A happy customer tells their friend, but an unhappy customer tells the world.

  • To close customer success gaps, you can either write copy on your website to inform potential buyers (as a facet of content marketing) or partner with a sales coach to teach proper outbound messaging.
  • To understand your client’s needs, you must play the long game. 
  • Don’t give the customer what you think they want; find out what they need and give them that.

You’ll naturally get referrals if you sell what the customer needs instead of what you want them to need.

  • People won’t typically brag about a platform or service they use, but they will brag about material things. 
  • Try giving gifts to your clients to generate more referrals and word-of-mouth marketing.
  • The key, however, is to give stuff people will use. Otherwise, it’ll end up in someone’s closet (or trash can.)
  • If your rapport with the customer is strong enough, simply ask!

David’s major piece of advice: act out of love, not fear. It’ll change not just your professional relationships but your personal ones as well. For more great content from David, check out his podcast  How We Solve. You can also learn more about his portfolio companies on his personal website https://www.davidhenzel.com/, and connect with him on LinkedIn to stay updated on everything he’s doing! (And be sure to mention you came from The Sales Evangelist.)

This episode is brought to you in part by Skipio.

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This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master sales fundamentals and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit www.thesalesevangelist.com/closemoredeals or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey.

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Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth. Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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