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How to get your employees seeing through the customers eyes

Effective selling is often about understanding what it is that the customer really wants. It’s very easy to get lost in promoting your product, focusing on its features and design, or it’s potential to change lifestyles and dramatically shift a market. However, what any potential customer for your brand is really looking for isn’t a product description but a solution. Switching to a true customer-centric view means appreciating that solving problems for customers is the context in which your products can really shine. With this truth at the heart of your marketing you can start to build in more opportunities to get your employees to see through customers’ eyes and understand what it is they really need from your brand.

Refocus the customer experience

The crucial shift here is to move from product marketing to looking for ways to help your customers – this is the true customer-centric view. That inevitably means giving customers as much information about your product as possible so that they can see where it will solve their problems and what its features are. Such an open approach is something that many sales teams have tried to avoid in the past, as providing information was seen as a way to allow customers to shop around and then buy from another brand. However, research has found that the more information you provide the more customers are likely to trust your brand and to shop with you. There are many different ways to make this part of the experience, from using social channels to vlogs and blogs that focus on specific pain points.

Share your intelligence business-wide

Many different teams can have an impact on sales today. While the sales team might be the direct point of contact with customers, many other departments’ efforts influence eventual outcomes. Data from customer service, legal and accounting teams might be crucial in helping to deliver a more personalised, customer-centric experience that encourages a customer to buy, for example. Plus, sales information could be key for the work of others across the business too. It’s essential to ensure that your business is sharing data and that internal communication barriers and silos are being broken down.

Achieve balance between sales and marketing

It’s difficult for your employees to really see through their customers’ eyes if they are focused purely on either sales or marketing. The two should be symbiotic and work together to help achieve your overall business goals. The sales team, for example, has access to customer views, which can be shared with marketing. This insight is essential knowledge for the marketing team to craft messaging that directly addresses customer needs when setting out your brand’s solutions. Both teams will be focused more on how the customer thinks and feels and what they need from the business, which will make both functions more effective as a result.

It’s not that difficult to get your employees to start seeing your business from a customer perspective – and this is a shift that could be transformative when it comes to driving growth and reaching new audiences.

Find out more by booking onto our Through The Customers Eyes Training Course…

In-House Training with PTP

PTP stands for Practical Training for Professionals and our aim is to make our training as practical as possible so delegates can return to the workplace with skills they can implement immediately. PTP now delivers training to over 40% of the FTSE 100.

What you get for your money

What is 1-to-1 training?

1-to-1 training can be based on any of the 100 plus courses that PTP provides, it includes an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site one to one training session at your premises with one of PTP's expert trainers and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

You have the option of a line manager being involved in both telephone conferences, the second telephone conference which can be for feedback and action planning is generally scheduled during the on-site visit.

Who does 1-to-1 training suit?

Individuals taking on a new challenge or responsibilities. Professionals who want a trusted "sounding board" and thinking partner. Executives or managers who want to enhance their leadership effectiveness to achieve organizational and career success. Executives and professionals wanting to compete successfully but still retain balance in their life. Individuals who want to understand their blind spots so that they don't stand in their own way on their path to success. Executives and Professionals who want to improve their interpersonal skills so as to be more effective with bosses, peers, subordinates, or people in general. How much does 1-to-1 training cost?

A 1-to-1 training session costs from as little as £400 + VAT and will include an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site training at your premises and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

What is U-Choose?

Choose from any of the 150 plus courses that PTP provides, and choose from 1 of our 50 plus UK wide training venues. You must book for 2 or more delegates and at least 4 weeks in advance, but that’s it, the course you want where you want it. The reason we ask for a minimum of 4 weeks notice is to enable us to market the course you have scheduled to other companies and organisations. However, if we fail to sell any additional places we guarantee to run the course just for you.

How much does U-Choose Training cost?

U-choose costs the same as our normal open courses i.e. the normal delegate rate. This includes lunch and refreshments throughout the day, framed certification and comprehensive training notes. A U-Choose booking can only be confirmed once we receive payment which can be made via credit/debit card, BACS or cheque. Payment is due at least 4 weeks before the date you request. Please note to be eligible for U-Choose you must book a minimum of 2 delegates on the same course & date.