Core Concepts of Customer Core Enablement

You can pull your hat down low, stand boots-deep in a wheat field drinking Old Crow, and wail about your sorrows until the cows come home. You might look convincing enough to fool a neophyte, but your music isn’t country.

Just like there’s a discipline to producing real country, there is a strict process and structure to creating “customer-core” sales enablement in today’s relationship economy. Without understanding the discipline, you’ll be spinning your wheels in the mud. To get ahead, your organization must master these core concepts of customer core sales enablement:


  1. Customer focus describes a marketing process in which the benefits of products and services are matched to customer needs and pain points. It results in an understanding of which benefits would be most persuasive to which decision-makers, and at what stages. Customer focus is a more self-serving concept than customer core.


  1. Customer core requires you place yourself in the mind of the customer. Now your responsibility is to provide perspective and facilitate the right sales process for your customer. You want to understand the situational context to problems and the customer’s knowledge of possible risks and solutions. Your mindset is to teach customers how to overcome their problems and achieve their goals. Your objective is to have valuable conversations that reflect your expertise in the customer’s context, knowledge base, and decision dynamics. During every dialogue, you’re also considering how this information will help your customer engage with other stakeholders and decision-makers.


  1. Consider the buying process ahead of the selling process. Priority #1 is understanding your customer’s organization, their stakeholders, decision-makers, and prospective users of your product or service. Learn about the buying environment and the sequence of dialogues and meetings that must occur to advance a sale. Understand exactly how your customer is going to make and implement a buying decision at this time. Then, you can connect these events back to your sales process and engage the complete network of buyer stakeholders in the process of finding the right solutions.


  1. Enable sales professionals to deliver on customer core. Your organization has enablement functions dedicated to delivering the right content, and to training on products and corresponding content. For customer core, you also need functions that improve sales representatives’ understanding of their verticals, and the common buyer roles and customer management strategies within them.


A customer core role is as vital to your organization as the fiddle and steel guitar are to a country band. It brings your customer core strategy into harmony, enabling your representatives to work productively with the various stakeholders in increasingly complex buying organizations. This is likely a promote-from-within role, and one that can be capably filled by someone who has had high visibility into the successes of your top producers. You can learn more now by calling a Bridge Metrics executive at 877.801.7158.

About the author

Alan Margulis

Sales Enablement Columnist

Alan Margulis is a frequent contributor, specializing in sales enablement, channel marketing, and software.

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