Customer Centered Selling teaches you the secret of the world-famous Xerox sales training program. For almost two decades, tens of thousands of salespeople have learned the lessons presented here by Robert L. Jolles, the Sales Trainer with the longest tenure working at Xerox Corporation today. The secret, Jolles reveals, is reversing the conventional selling practice. You must focus first on your customer's needs and decision-making process, instead of on the selling process. Jolles provides a systematic approach that teaches you to anticipate -- and influence -- customer behavior as the customer moves through an eight-stage "decision cycle." Only after you understand the steps of this decision cycle, Jolles cautions, are you prepared to match it to your "selling cycle." At the heart of these lessons is the simple but brilliant role-reversing concept of taking an idea and planting it in the mind of your customer -- making the customer believe he or she thought of it first. Jolles teaches a repeatable, predictable selling process that can be adapted or modified to fit any experience that requires the skills of persuasion. The book includes a series of case studies, activities, and exercises that enable you to better understand the principles being taught, so you can immediately apply them to your own unique scenarios. This book is a "must read" for all sales professionals and sales managers and all managers in need of a disciplined approach to persuading others.