Become Your Customers’ #1 Business Partner

By: Gary Tubridy Chief Sales Executive Events, Sales Leadership

kingmanink_alexandergroup_sessoms-250Woody Sessoms, SVP, global service provider at Cisco, shared his insights at the 2016 Chief Sales Executive Forum on winning the trust and loyalty of customers. To engage in long-term partnerships with customers, successful companies embrace the following tenets:

  • Recognize the Game Has Changed–Customers no longer make purchasing decisions based on features, but outcomes. New competitors are creating cost pressure. The speed of innovation is accelerating. Change is a constant. Express the value of your products in terms that are relevant to your changing customers…and work hard to maintain that relevancy. Because what is relevant today will change tomorrow.
  • Adapt Market Segments–The market consists of innovators, fast followers and late adopters. Each customer group has its own go-to-market model, speed of innovation and appetite for risk. And each gets a different sales force. Your company must find ways to co-create with each type of customer to deliver an optimized business case.
  • Earn Trust–Enduring principles, like trust, never go out of style. Differentiate your company from competitors by creating customer partnerships based on trust that you will deliver what you promise.
  • Create Culture–Great business culture is derived from involved people. Pay attention to how you reward your employees and how you measure success. Look for creative and entrepreneurial people to join your staff and expand your business culture. Work hard to get them involved.

The illustration below from graphic recorder Kelly Kingman illustrates Woody’s presentation in a most innovative way. Enjoy!

kingmanink_alexandergroup_sessoms-1000Don’t miss the 2017 CSE Forum Series–registration will be open soon. Reserve your spot today!


TAGS: , , ,

Gary Tubridy

Gary Tubridy is a senior vice president of the Alexander Group and the general manager in charge of the firm’s management consulting business. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis in technology and medical products industries. Gary has deep expertise in diagnosing sales management issues and helping clients execute action plans to improve results. His research is focused on best practices of leading sales organizations in North America with particular emphasis on sales force transformation and the role of sales leadership. He leads the Alexander Group executive events series and hosts the Operations and Executive Forums. He is one of three founding stockholders of the Alexander Group.

Gary has been with the Alexander Group for over 35 years. Prior to that, Gary was in sales with the IBM Corporation. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.