Change Leadership — Secret # 9
Become A Change Leader
Leadership is action, not position. —Donald H. McGannon
What I Need to Know
Change-centric selling changes the sales paradigm from asking middle managers, “What is your problem?” to asking executives, “What are you trying to change? Why? How?”
The change-centric selling model takes the following approach:
1. Mining opportunities
- Create, rather than respond to opportunities
- Focus on deeper relationships with fewer customers
2. Developing strategic value
- Understand the forces affecting the customer
- Help define and drive strategic changes on behalf of the customer
3. Maintaining lifetime relationships
- Become a change consultant and agent
- Evolve with the customer’s evolving capability maturity
What I Need to Do
The first step is to help the customer identify opportunities. Remember that opportunities are created by making changes.
Next, seek to understand the forces influencing the customer’s organization and that organization’s ability to implement changes.
Then, help the customer define what changes she wants to make in response to the forces.
Be a change consultant and agent by assisting the customer in achieving the desired changes.
Finally, maintain a lifetime relationship with the customer by continuing to identify opportunities and assisting the customer in continuously evolving her capability to exploit them.