Can You Make It 90% About The Customer?


Is it possible in B2B IT to talk mostly about the customer and very little about us?

When I first started in tech, I thought it was a hard thing to do because I bought into the mistaken belief that in B2B selling, it’s all about our products and services, our long history, our offices around the globe and our prestigious clients.

The world of B2B tech sales has changed since the 90s, but in my opinion, we still need to get better at making it all about the customer.

But can we make it 90% about the customer and 10% about us in all our interactions with current and prospective customers?

I think we can, most of the time. It’s hard work, and like the development of any meaningful relationship, you have to want to get to know your customer on a deeper level. You have to be super curious about what’s important to them and see things from their perspective. You have to be knowledgeable about their industry and its trends and, if you’re a technical subject matter expert, you also have to continually learn about innovations that have the potential to transform their business operations.

Doing all of this would make it easier to talk and write about the customer 90 per cent of the time and only talk and write about us 10% of the time. Okay not always possible when answering technical questions in a sales proposal. Or is it?

Even when being asked to describe the features of your tech solution, it’s possible to put the customer in the foreground. To help with that, I’ve compiled 20 ways we can make it all about them while still advancing our objectives to market or sell our products and services.

20 Ways To Make It All About Them

When Meeting Customers In-Person Or Online For The First, Second Or Third Time

1. Ask good questions, then shut up and listen. Ask more questions, then shut up and listen. I mean really listen, don’t interrupt, don’t second guess. (I give this advice more to me than to you, Dear Reader).


2. Ask many more questions relating to an answer the customer gives you to see if you can discover what’s beneath the