Foreword by Jonathan Farrington, CEO Top Sales WorldI was delighted and honoured to be asked to write the foreword for this exceptional book. Customerized Selling is more than a “sales method”. It is a philosophy about putting the customer at the centre of the stage and is based on solid research and many years of experience working at the coalface.
Phil has provided any frontline sales professional, with ambitions to become a Top 5% player, with a route map. I urge you not to simply read this book, but to adopt the principles and watch your achievement levels soar.
Jonathan Farrington, CEO Top Sales World and Executive Editor of Top Sales Magazine
This book is for people who work in a business-to-business (B2B) sales environment. Based on an extensive research of customer and vendor organisations, it shows the considerable discrepancy between the capabilities that vendors think are important and those that customers actually want. Focusing on the latter, the book suggests ways to professionalise the organisation by incorporating what customers expect into all aspects of sales force development. We call this type of professionalism “Customerized Selling”.
