Creating a more customer-focused sales force is largely a matter of creating more customer-focused sales managers and sales management processes. It won’t happen unless you reshape how to train, guide, and evaluate your salespeople.
The change in perspective has two benefits: First, it gets your salespeople to focus on what they want the customer to do, not just the sales actions they want to take. Second, every time you can mark off a customer action as “completed,” you know that the customer has taken action that moves them further along in their buying process. And that will improve the accuracy of your sales forecasting!