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Centricity Podcast

Sep 6, 2022

Even when a buyer is satisfied with their current provider of a service, 80% will still consider buying elsewhere. How can sellers build value and demonstrate the effectiveness of an organization to late-stage clients? In today’s episode of Aligned, Sean continues his three-part series with Donald Kelly discussing how to manage and build effective environmental controls to close more deals.

Utilizing cues and interruptions:

  • Cues are essential environmental controls because you can limit bad buyer behaviors with them.  
  • Creating automated cues to encourage a particular action from the buyer builds brand loyalty and a level of trust that would otherwise occur with another company. 

Buyer’s retreat is a natural (and expected) element of sales:

  • Anything within sales and marketing can be done with integrity and morals, or it can be done with harmful intent. Sellers must make themselves valuable, but not at the expense of the company’s control.
  • Limit early-stage spending because the relationship driving the sale has not yet been built. Instead, create an understanding and connection, then supplement that relationship with middle and end-stage buyers.

Strategies to prevent buyer’s retreat:

  • Tie results to your efforts. This makes buyers infinitely less likely to leave because they know their success is tied to your involvement.
  • Demonstrate your values through gifts, events, and communication to deepen the relationship between the individuals within the organization.

Tune in to our past episode with Donald discussing reward behaviors on Spotify or Apple Podcasts, and connect with Donald on LinkedIn or at for more information and content.

This episode is sponsored in part by FitzMartin’s Sales and Marketing Alignment:

Why does proper sales and marketing alignment result in a 32% average lift in revenue? Because a unified company centered around its prospects can’t help but thrive.

FitzMartin’s Sales and Marketing Alignment program will analyze your current sales and marketing structure to deliver a plan based on the needs of your prospects, bringing you increased revenue, expansion opportunities, and (above all) a unified front when communicating with prospects. 

To set your company up for success, visit to discover how to unify your sales and marketing for the best results. 

This episode is sponsored in part by Fitzmartin’s Organization and Culture Alignment:

Company culture and retention are directly connected. After all, if you fail to build good company culture, you fail to retain top talent. At FitzMartin, we help leaders like you raise their NPS scores from the low 60s to the high 80s (and, more importantly, present a plan to help you do the same.)

Create your company culture based on a shared mission to attract and retain top talent. Visit to learn more.