Jerry Acuff – Selling Excellence by Thinking Like a Customer

Jerry Acuff – Selling Excellence by Thinking Like a Customer

Jerry Acuff – Selling Excellence by Thinking Like a Customer shows you how to approach every interaction through the buyer’s eyes so sales conversations become purposeful, relevant, and easier to advance. You’ll adopt clear mental models to plan calls, open strong, and build meaningful relationships that lead to measurable business outcomes.

What is the Jerry Acuff – Selling Excellence by Thinking Like a Customer course?

A practical, customer-first sales training that reframes selling as helping people buy. The program focuses on thinking like your customer, using preparation frameworks for each interaction, and developing the relationship skills that move deals forward without pressure. It aligns day-to-day behaviors with how buyers make decisions so your outreach, questions, and recommendations feel natural and valuable.

What will you learn?

• Adopt a customer-centric mindset that replaces product pushing with discovery, clarity, and relevance.
• Plan purposeful conversations using simple pre-call templates: desired outcomes, value hypotheses, and next-step options.
• Open the call with credibility and context so buyers lean in instead of resisting a “pitch.”
• Strengthen relationship skills to earn access and trust with multiple stakeholders.
• Translate needs into business value and results that justify movement and investment.
• Run a repeatable follow-up and review loop that compounds wins across accounts.

Who is it for?

Account executives, SDRs, and sales leaders in B2B and B2C settings who want a reliable approach to starting conversations, building trust, and progressing opportunities. If you value practical tools over hype, this course meets you where you work—on calls, in meetings, and in deal strategy.

How does it work?

Delivered online in English, the training is organized in short, actionable lessons you can apply immediately. Core topics include thinking like a customer, planning with “Big 8” fundamentals, relationship building, and opening calls with intent. Materials are self-paced and designed for real-world execution.

Benefits

• Clarity: focus on buyer priorities so each touchpoint has a clear purpose and value.
• Consistency: simple planning and review habits that make performance more predictable.
• Trust: practical relationship skills that increase access and stakeholder alignment.
• Business impact: shift conversations from features to outcomes that drive decisions.

Prerequisites

No special tools required. Basic familiarity with sales activities is helpful; the frameworks are designed for everyday use by individual contributors and managers.

About the author or institution

Jerry Acuff is the CEO of Delta Point and a best-selling author known for customer-centric selling. His work emphasizes “thinking like a customer,” with programs and books that help teams sell through trust, relevance, and business value.

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Course content / Course curriculum

• Essential Fundamentals
• What Is Selling?
• Thinking Like a Customer
• The Big 8: Planning
• The Big 8: Relationship Edge®
• The Big 8: Opening the Call

Put a buyer-first mindset into daily selling—access the course now.

Downloadable Course Content