Jacco vanderKooij is the founder of Winning By Design - a company which helps businesses grow and improve their sales. Jacco is an expert at breaking down sales to its core elements so you can focus on what’s important to your customer. In this special episode Jacco will share his secrets for building a customer-centric sales team, and explains why it’s important to stop selling customers and to focus on helping them buy.   Resources mentioned: Winning By Design (website) The Art of Making Love (video) The SaaS Sales Method (book), by Winning by Design Spin Selling (book), by Neil Rackham The Challenger Sale, by Matthew Dixon and Brent Adamson   Key takeaways (starts at 46:53): Customer focused sales is about helping people buy. Make sure you’re using the right approach for the right situation. Double your sales by improving the whole system by just 10%. Use a sales framework for everything you do. Reward people along the journey rather than at the end of the year. Invest in training and make sure it’s ongoing. Show your team that it’s okay to fail. Take action.