"It's a lot easier to fill a bucket if it isn't leaking." — Frederick Reichheld
The anthem of CSS is Results > Renewals > Referrals. We call it The Three Rs. It's how professional practices are built. It's how the professional salesperson's client roster is built. It's how small businesses grow into great ones. Unless the salesperson—and the vendor organization—can deliver the results the client expects and requires, there won't be a renewal, and there sure won't be any referrals. That seller and that company will be on a never-ending quest to bring new clients in the front door just to replace those who leave through the back door… it's as if they're trying to fill a leaky bucket.
Most salespeople fall into one of these two categories: those who head out each morning wondering what they can sell someone today, and those who ask themselves, "who out there needs the kind of help I can give?" The former are product-focused, and the latter are customer-focused. The customer-focused salesperson takes the time and the trouble to learn about customer needs, and then is focused, powered, and directed by those needs. That's the path that leads to Results > Renewals > Referrals.
For nearly 25 years, CSS has witnessed and has proven that the people and the organizations that succeed and flourish are the ones that are customer-focused. Since 1983, CSS has been teaching Customer Focused Selling (CFS) to media salespeople worldwide. In September 2000, this baseline workshop migrated online as one of the most comprehensive and sophisticated online learning experiences available to salespeople. In 2008, we changed the name of CFS to 3R Selling—the baseline sales training component that provides the foundation for the rest of our selling system. 3R Selling is delivered online in a self-paced, graphical, and highly interactive course, and is supported asynchronously by professional Online Trainers.
CSS clients use 3R Selling as their baseline sales training, and then they enjoy exclusive advanced selling workshops provided by CSS: 3R Selling Pro, which hones the salesperson's marketing skills so he or she can deliver superior solutions and more outstanding results more often; The Marketing Mind, where participants learn to apply Marketing Sensibility, Strategy and Sophistication to help their clients get better results; The Agency Pro, specifically designed for the media seller who is expected to develop new business or retain existing business from advertisers represented by agencies. Both these workshops are about better results, bigger renewals, and more referrals.
CSS provides additional, focused, new business development assistance to clients with its Business Development Summits, FAT Charts, and Category Spotlights.
CSS service does not end with workshops and conferences. Every CSS client works directly with a CSS Senior Consultant, all of whom are successful media sales and management executives with years of experience and a strong track record. They consult on a broad range of sales and management challenges, ranging from individual account development to new large-scale sales initiatives such as event selling.