Shift from Pitching to Serving your customers.
Other-Centered® Selling
Most sellers jump to the solution and miss the real opportunity. The Other-Centered® Selling (OCS) workshop helps your team adopt a customer-first mindset that leads purposeful consultative conversations, uncovers what truly matters to buyers, and positions solutions that serve their most important needs.
This isn’t about pitching.
It’s about earning trust, creating value, and driving results - consistently and sustainably.
Proudly delivered by Tech Sales Mastery as a Certified ASLAN Sales Training Partner.
Schedule a ConversationThe Game Has Changed
The landscape of selling has changed dramatically. Buyers have more information, more alternatives, and less tolerance for traditional pitch-first approaches. Yet most sales training still teaches sellers to push solutions rather than help buyers discover them.
As a result:
- Customer conversations feel transactional instead of strategic
- Sellers default to product features instead of buyer outcomes
- Objections derail momentum instead of advancing insight
- Trust rather than value becomes the biggest barrier to progress
To engage today’s buyers, teams need a fundamentally different approach, one rooted in service, curiosity, and relevance.
You're trying to elevate your team - because
something's not working.
Even experienced teams struggle to lead effective consultative conversations and build real trust. These are the patterns we see again and again:
Relationships with customers fall flat
Old sales habits are hard to kick
Product-first selling is the long-standing default. But today’s buyers expect conversations that start with them, not your solution.
Value gets lost in translation
AEs can’t clearly connect what they offer to what matters most to the customer. The message falls flat, and so does their impact.
Objections derail the conversation
When things get tense, AEs fight or flee - or discount too quickly. Confidence drops. As does trust. Deals slip away and growth suffers.
What Makes Other-Centered® Selling Different
Change is hard. Most training doesn’t stick because it focuses on technique over mindset. The Other-Centered® Selling (OCS) program changes the game by shifting how sellers think, act, and connect - with a focus on what your customers truly need.
1. Address Resistance
The hesitancy to sell is an elephant in the room that has to be addressed. We remove this barrier by reframing the role as one focused on service, as opposed to pushing a product.
2. Shift Mindset
The process begins and ends with an Other-Centered mindset, where sales revolves around uncovering customer needs, whether stated or unstated.
3. Create Value
When AEs choose to serve, they can clearly see the difference between pushing a product, and proactively leading a customer to solutions that address specific needs or challenges.
4. Transform
Transformation is the goal. As AEs become trusted advisors, everything changes. They stop reacting and start leading the conversation. Scripts get replaced with real recommendations rooted in the customer’s world. Instead of tiptoeing around the close, they confidently guide the buyer to the next step. And service isn’t just a box to check. It becomes the reason customers come back.
5. Improve Loyalty
When the service is the focus, everyone wins. Reps are happy, customers have their needs met, and relationships with customer loyalty improves.
The Impact of Other-Centered® Selling
Stronger Customer Experience
When sales professionals lead with the customer’s perspective, satisfaction goes up. Clients feel heard, understood, and valued, and that changes everything.
44% Lift in Performance
We focus on what actually moves the needle. By simplifying the sales process and grounding it in fundamentals, reps perform better, consistently.
Simple Actionable Behaviors
Selling doesn’t need to be complicated. We've distilled dozens of selling behaviors into four practical skills AEs can master and apply in the real world.
Sales That Feel Better
This isn’t just about hitting quota. When AEs shift their mindset, they show up with confidence, lead with purpose, and feel more fulfilled in the work they do.
Which roles do we serve?
Sales Engineers/Presales
Account Executives/Sales
Customer Success
Sales/Presales Managers
What Will Sellers Learn with Other-Centered® Selling?
We help your team shift focus to the customer. In turn, accelerating
change and driving results.
01
Earn Trust
Earn a seat at the table by becoming viewed by customers as a trusted partner because your motive is pure.
02
Develop Pipeline
Get the attention of your target market and get more meetings by leading with the "decision maker's white board".
03
Dive Deeper
Elevate discovery from learning about product/service needs to learning about who and what drives the business.
04
Build Value
Help buyers see a better way to solve their challenges by connecting their needs to tailored outcomes.
05
Simplify Buying Decisions
Make choices clearer for buyers by framing value in a way that aligns with their business objectives.
Want the full curriculum?
Download a complete guide to the Other-Centered® Selling workshop.
Flexible Delivery Options:
Onsite
Classroom delivery is an immersive training experience where hands-on learning is the name of the game. Role plays, group discussions, and interactive activities help reps shift their mindset and accelerate change.
Virtual
Working with a distributed or remote sales organization? Virtual training is delivered by a live Tech Sales Mastery instructor, where participants get the same classroom experience even if they are operating globally.
On-Demand Learning
Looking for a self-paced presales training option? We offer extensive on-demand learning modules that package all of our instructors' knowledge into an easy-to-follow format for a variety of positions.
Train the Trainer
Already have internal resources in place? Our content can be packaged and delivered by your people. With our three-cycle certification process, your training team will be equipped to coach and drive change.
Ready to Explore Other-Centered® Selling for Your Team?
Schedule a ConversationLet’s talk through your goals, your team, and where you’re seeing friction in deals.
If the OCS program is a fit, we’ll outline next steps. If not, we’ll point you in a different direction.