In the world of sales, creating genuine connections can transform a one-time transaction into a lasting business relationship. Brooke Greening, a Fractional Sales Leader and Marketing Consultant at Building Momentum Resources, shares her approach to a customer-centric sales strategy. Her focus is on building trust, prioritizing value, and fostering accountability. Her insights reveal how sales professionals can engage meaningfully with customers, ensuring that each conversation feels helpful rather than purely transactional.
Emphasizing Value in Sales Conversations: The Service Framework
Brooke’s approach centers around what she calls the “service framework.” This customer-centric sales strategy aims to ensure that customers feel served and valued, rather than pressured or manipulated. According to Brooke, it’s crucial to put the customer’s needs first and focus on their challenges and goals. “It’s about ensuring customers find value and feel positively about the interaction,” Brooke explains. This approach keeps sales conversations genuine and helpful.
The Importance of Speaking Less and Listening More
A foundational principle in Brooke’s service framework is the “30/70 rule.” Sales professionals should speak only 30% of the time, allowing customers to speak 70% of the time. “A common pitfall in sales is talking too much,” Brooke notes. “When you listen more, you gain insights into the customer’s specific needs.” As a result, this approach ensures that sales conversations are customer-led and tailored to their needs.
Building Long-Lasting Impressions in Competitive Markets
Brooke emphasizes that the service framework should help customers remember the positive experience even after engaging with competitors. By building trust and establishing rapport early on, customers are more likely to recall a positive interaction. This can set a business apart in a competitive market. “When they speak to competitors, they’ll still be thinking about how you made them feel,” Brooke shares, underscoring the framework’s long-term impact on loyalty.
The Power of Clear Brand Messaging in Sales Cycles
Clear and consistent brand messaging is vital to a customer-centric sales strategy. Brooke stresses the importance of focusing on customer problems rather than immediately pushing solutions. “It’s about serving the customer and understanding their challenges first,” she says. Effective brand messaging, she explains, should resonate with the customer’s pain points and create a stronger connection from the outset.
Distinguishing Roles Between Marketing and Sales
One of the key elements Brooke advocates for is maintaining clear roles between marketing and sales. She points out that while marketing is focused on lead generation, sales is responsible for converting those leads. Confusion between these roles often leads to ineffective strategies and misaligned goals. “Marketing brings the right customers to the door, and sales builds the relationship,” Brooke explains, highlighting the importance of a coordinated approach.
Using StoryBrand Principles for Lead Generation
Brooke applies StoryBrand principles to target the right audience, ensuring leads are qualified and aligned with the brand’s offerings. “StoryBrand is about finding customers who are ready and willing to buy,” she says. For businesses with higher-ticket items, these principles help pinpoint the right prospects, simplifying the sales cycle and preparing leads for meaningful conversations.
Creating Accountability and Confidence in Sales
Brooke offers both individual and group coaching to provide ongoing support and accountability. In her 4-week Sales Accelerator Lab, participants dive into the SERVICE framework, evaluate the scalability of their products, and create achievable sales goals they can hit with confidence. “Consistency is key in both marketing and sales,” she explains. These weekly check-ins help keep sales teams motivated and on track.
Identifying Top Talent in a Competitive Market
In today’s competitive market, Brooke Greening looks for salespeople who are coachable, resilient, and proactive. She prioritizes adaptability and a strong work ethic, encouraging daily habits like her “Daily 5.” This practice encourages sales professionals to engage in five productive actions every day to stay focused and on track.
Summary
Brooke Greening’s approach to a customer-centric sales strategy emphasizes authenticity, accountability, and a service-first mindset. Through her service framework, she guides sales professionals to prioritize listening, create genuine connections, and deliver value-focused interactions. By maintaining a clear distinction between marketing and sales roles, and using methods like StoryBrand, Brooke ensures that her clients attract the right customers and foster long-term loyalty. Ultimately, her insights empower businesses to build trust, confidence, and a sustainable path to sales success.
