The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.

1. The customer centric sales method for success in a new
business to business market
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for
success in a new business to business market
My Vision is…………
HYPOTHESIS
My client persona is 1),2)
… The benefit of focussing on this customer segment is…
The points of pain for my clients are…
The features of my products are… The resultant benefit derived by my customer is…
The other people involved in the buying process are 2)
… Role and name
1. The Economic Buyer
2. The Technical Buyer
3. The Coach
The value exchange of each of my products is…
My ‘GO, PROVE IT’ actions are 3)
…
Concept definition: The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly
different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this
thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that
your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.

2. The customer centric sales method for success in a new
business to business market
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for
success in a new business to business market
Legend
Element Notes
Vision  Setting the direction of the journey.
My client persona is……….  What defines the ‘user buyer’, in relation to your product or service?
 Why benefit is implied by your focus?
Value exchange  What are the products are you selling in exchange for what cost?
 What is the measurement of the return on investment: ie value of outputs versus
cost of inputs.
Notes
Superscript Notes
1)
 Or referral source, partner or other stakeholder
 Priority: tackle your current customers first.
2)
Based on the Miller Heiman Strategic Selling model
1. The User Buyer – the person who will ‘use’ your product
2. The Economic Buyer – the budget holder
3. The Technical Buyer – the person who qualified your product as meeting the specification
4. The Coach – the person on the inside who can give you support and direction on the way to closing
the deal.
3)
 Ie actions to test your hypothesis
 Make them SMART!
[End]

3. Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
The customer centric sales method for success in a
new business to business market
Example: Parker Marketing

4. A customer centric sales model for success in a new
business to business market
See end of document for definition on the concept of this model
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
My Vision is…………
That my clients are the first to unleash infinite business opportunity through putting their customers at
the centre of their businesses.
HYPOTHESIS
My client persona is 1),2)
… The benefit of focussing on this customer segment is…
The leader of a business defined by the
following characteristics:
My clients, being leaders, can derive the benefit of my 50,000
hours of experience as a MD or board director of SMEs.
- based in Oxfordshire My clients can benefit from me connecting them to people,
suppliers and opportunities that I know through both my work
and my leisure time, all of which is focused in Oxfordshire
- with turnover £0.5m - £20m My clients can benefit from the experience that I have
accumulated in working in this sector. Having also worked for
global corporates my experience tells me that with a little
creative thinking, the options open to the SME are greater
than leaders may otherwise think, and certainly not
disadvantaged by the perception of the unlimited resources
open to the specific large corporate against whom they
compete.
- with 5 – 200 employees My clients work in companies where I know success is
delivered through teamwork. There is there is sufficient human
resource that others can do much of the ‘tactical doing’. My
experience tells me that the leader’s role in these companies
involves setting vision, setting the strategic frameworks,
accessing the right resources and knowing what success looks
like, so that they can fuel more of the same or take corrective
action.

5. A customer centric sales model for success in a new
business to business market
See end of document for definition on the concept of this model
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
- selling services or products to other
businesses.
My clients know that selling to other businesses is all about the
handling of the personal relationships established between
buyer and seller. In B2B selling there are a number of
strategic influencers in the buying process who all need to be
cared for. The skills involved are very different to selling vast
numbers of relatively low priced items to the general public. I
know this because I have experience of this too.
The points of pain for my clients are…
Their sales are not meeting their levels of expectation
They do not have the internal resources or skills needed to address the problem
They do not have the money for a full time marketing and sales heavyweight
The features of my products are… The resultant benefit derived by my customer is…
1. My involvement is ‘permanent’ part
time
1. My clients can access highly skilled marketing and sales
resource even on a limited budget
2. My service is that of fully
contributing member of the team
and not that of a short term,
external consultant.
2. The systems, confidences and engagement in my client
companies are built as permanent solutions. Any
permanent roles that are developed are backfilled to ensure
sustainability. Typically I move on when the skills are a
permanent part of the client team or my role has been filled
full time.
3. My time devoted to scoping and fact
finding is at my cost.
3. My clients are not financially penalised for work that is
mostly for my benefit.
4. My services will are at a fixed cost,
including expenses.
4. My clients know exactly what to budget for.
5. I have a little black book of
marketing and sales experts.
5. My clients know that by employing my services, that the
makeup of the
6. I invoice for my services. 6. My clients have the confidence that there are no hidden
costs of my employment including holidays, sickness,
training, severance or NICs.
7. I only work for a small number of
select clients.
7. My clients are assured of the quality of my work, that I
always have time for them and that they will benefit

6. A customer centric sales model for success in a new
business to business market
See end of document for definition on the concept of this model
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
Legend
Element Notes
Vision  Setting the direction of the journey.
My customer persona is……….  What defines the ‘user buyer’, in relation to your product or service?
 Why benefit is implied by your focus?
Value exchange  What are the products are you selling in exchange for what cost?
 What is the measurement of the return on investment: ie value of outputs
beyond the call of duty.
The other people involved in the
buying process are 2)
…
Role and name
1. The Economic Buyer Either the MD, Chairman, Head of HR or FD
2. The Technical Buyer MD, or Head of Sales and Marketing
3. The Coach Chairman or Head of Sales and Marketing
The value exchange of each of my products is…
1. Marketing and Sales Coach/Mentor. £450 per 2 hour monthly meeting, including preparation, follow
up and phone email support. Success measurement: turnover growth and profit growth versus my
cost.
2. Fractional Marketing and Sales Director. £1,000 per day, including expenses. Success measurement:
turnover growth and profit growth versus my cost.
My ‘GO, PROVE IT’ actions are 3)
…
1. To sell my services to the target segment, testing against my assumptions.
2. Monitor my turnover and profitability against my targets. Monthly
3. Measure my inbound enquiries to see if they are self-selected against my sales model. Monthly
4. Refine my hypothesis quarterly, as necessary

7. A customer centric sales model for success in a new
business to business market
See end of document for definition on the concept of this model
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
versus cost of inputs.

8. A customer centric sales model for success in a new
business to business market
See end of document for definition on the concept of this model
Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU
e: nick@parkermarketing.co.uk
© Nick Parker 2014
Doc: The customer centric sales method for success in
a new business to business market - Parker Marketing
Notes
Superscript Notes
1)
 Or referral source, partner or other stakeholder
 Priority: tackle your current customers first.
2)
Based on the Miller Heiman Strategic Selling model
1. The User Buyer – the person who will ‘use’ your product
2. The Economic Buyer – the budget holder
3. The Technical Buyer – the person who qualified your product as meeting the specification
4. The Coach – the person on the inside who can give you support and direction on the way to
closing the deal.
3)
 Ie actions to test your hypothesis
 Make them SMART!
[End]
Concept definition: The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly
different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this
thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that
your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.