What insights have Janice Gordon's guests shared on the Scale Your Sales Podcast about B2B customer centricity?

Several guests on the Scale Your Sales Podcast have shared their insights on B2B customer centricity. Nikki Finucan mentioned that B2B sales hasn't shifted enough towards customer-centricity, with many sales messages still being about the company rather than solving a potential client's problem. Kristie Jones agreed, stating that while strides have been made, there's still a long way to go.

Tom Williams highlighted the importance of understanding how customers buy, stating that many organizations follow their sales process and are surprised when customers don't buy. Rakhi Voria emphasized that customers want a personalized, streamlined experience designed to meet their specific needs.

In terms of strategies to enable buyers to buy, Lisa Earl McLeod suggested identifying how you've helped customers in the past and asking if that's still valuable. Tom English recommended understanding the job that buyers are 'hiring' your product/service to do.

These insights suggest that while progress has been made towards B2B customer centricity, there's still much work to be done. The key seems to be understanding the customer's needs and tailoring the sales process to meet those needs. Would you like to know more about a specific aspect of B2B customer centricity?