In this weeks’ Scale Your Sales Podcast episode, my guest is Randi-Sue Deckard. Randi-Sue Deckard’s career trajectory is a captivating story of transformation and resilience. Transitioning from a clinical lab scientist to the Senior Vice President of Client Engagement at BESLER, Randi’s journey is a testament to the power of embracing change, staying curious, dedication to improving and leveraging data-driven decision-making. Her wealth of experience in sales, marketing, and customer success positions her as a valuable guide for professionals seeking to excel in revenue-related roles. In today’s episode of Scale Your Sales podcast, we have the pleasure of speaking with Randi-Sue Deckard, an expert in sales, marketing, and customer success. Randi provides valuable insights into reducing customer friction, adopting a customer-centric approach, and creating a comprehensive B2B experience. We discuss leveraging existing customers for referrals, the importance of continuous value addition, and the balance between empathy and logic in sales. Welcome to Scale Your Sales Podcast, Randi-Sue Deckard   Timestamps: 00:00 Reducing Friction: Maximizing Customer-Centricity in B2B Interactions 03:15 Success in sales comes from knowing customers. 07:40 Improving by understanding customer perspectives is crucial. 10:16 Customer problem articulation drives effective communication and solutions. 16:38 Study found women better leaders. 19:32 Questioning the customer-centricity of organizations and processes. 23:37 post-sales engagement crucial for customer advocacy. 24:30 Simplify referrals to increase new sales by 30%. 28:23 Farewell message expressing admiration and future connection.   https://www.linkedin.com/in/randisuedeckard/   Janice B Gordon is the award-winning Customer Growth Expert and Scale Your Sales Framework founder. She is by LinkedIn Sales 15 Innovating Sales Influencers to Follow 2021, the Top 50 Global Thought Leaders and Influencers on Customer Experience Nov 2020 and 150 Women B2B Thought Leaders You Should Follow in 2021. Janice helps companies worldwide to reimagine revenue growth thought customer experience and sales. Book Janice to speak virtually at your next event: https://janicebgordon.com LinkedIn: https://www.linkedin.com/janice-b-gordon/ Twitter: https://twitter.com/JaniceBGordon Scale Your Sales Podcast: https://scaleyoursales.co.uk/podcast More on the blog: https://scaleyoursales.co.uk/blog Instagram: https://www.instagram.com/janicebgordon Facebook: https://www.facebook.com/ScaleYourSales And more! Visit our podcast website https://scaleyoursales.co.uk/podcast/ to watch or listen.