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The Message Driven Sales Process
MICHAEL BOSWORTH and JOHN HOLLAND
MICHAEL BOSWORTH is a cofounder of CustomerCentric Systems LLC, a sales system development and
training firm. Mr. Bosworth is also the author of Solution Selling. He has been a featured lecturer at the
Stanford Graduate School of Business and the Stanford Program of Market Strategy for Technology-based
JOHN HOLLAND is also a cofounder of CustomerCentric Systems LLC. He has previously worked as a sales
executive with IBM’s General Systems Division, with Storage Technology Corporation and Sand Technology.
The Web site for this book is at www.customercentricsystems.com.
Customer-Centric Selling - Page 1
In most organizations, there is a basic disconnect between the marketers and the sales people. This is unfortunate because the
marketers (the people who are responsible for creating the messages delivered to customers) and the sales people (who build
relationships with real world customers) really could achieve much more if they collaborated and worked together instead of being at
“Customer-centric selling” (CCS) is a system whereby sales and marketing collaborate together to help your customers visualize
using your offering to help achieve a goal, solve one of their problems of satisfy a need. This is achieved through the delivery (in
intelligent two-way conversations) of sales-ready messages rather than presentations about product features and benef