Selling in a customer-centric manner means ‘matching your sales cycle to the customer’s buying cycle and making every point of customer contact relevant and valuable’. At a practical level, this means giving the frontline – our sales teams and others in direct contact with customers – training in the customer’s perspective, as well as keeping them abreast of up-to-date customer data and feedback. In doing so, our sales team is better equipped to present a solution that is aligned with the customer’s present and future needs, increasing satisfaction and conversion.