The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business

Introduction

My partners and I have been pleasantly surprised by the success of CustomerCentric Selling^® over the past decade. Tens of thousands of sales professionals have improved their selling skills by attending our workshops or by practicing the principles outlined in the first and second editions of our book CustomerCentric Selling, published by McGraw-Hill. Yet the enthusiastic response from readers and workshop attendees masked a need that I felt was lacking in the original CustomerCentric Selling methodology, a need that I would argue is among the most important skills a salesperson can have.

I’m referring to prospecting and business development.

That statement comes as no surprise to the thousands of salespeople who struggle to meet ...