The  Sellers’ Compass® was born out of necessity.  One co-founder of New Business Strategies was a growth strategist, the other a serial B2B CMO and operations executive.  Over their careers, they saw that changing customer attitudes  made achieving predictable revenue very hard.

Customer life-cycle journeys are messy with lots of circular back tracking BUT at the meta level, within industries, same size of company and geography, customers behave similarly, pre- and post-purchase. That was a big epiphany because it meant that buyer behavior, expectations and experiences could be discovered, rationalized and acted upon.

The second epiphany came when we started to implement our findings and methods in serving customers in ways they valued had more impact than just fixing the sales pipeline. Customer alignment became a company’s biggest brand differentiation and resulted in sustainable growth.

It was transformative, big and the Sellers’ Compass was born and addresses 6 key business challenges:

  1. Improve marketing campaigns to increase conversion
  2. Shorten sales cycles and regain revenue predictability
  3. Build market share faster in new markets
  4. Increase customer renewal rates and satisfaction scores
  5. Correct business processes that result in customer churn
  6. Know how to act on your buyers’ expectations

Download a White Paper on how leading organizations differentiate on customer experiences.

The Meta-Level Sellers’ Compass Journey Map


What differentiates the Sellers’ Compass is that it is rooted in understanding customer expectations through the eyes of the buyer.

There are three Stages to each journey:
• Buyer Enablement,
• Purchase, and
• Buyer Engagement.



Buyer Enablement
75 percent of the initial purchasing process is completed before the buyer wants to engage a vendor directly. In the Buyer Enablement stage, buyers actively seek to be educated, informed and leverage the experiences of peers and industry colleagues in addressing their business challenges.

By understanding the buyer’s process, vendors can build early mindshare and preference. Content that educates and enables buyers to successfully address the business issue increases the odds of that vendor making the short-list. In the Validate step buyers often want to trial products and validate their selection with peers. Vendors that align their marketing, sales and customer service processes, content and interactions directly to the buyers’ journey and deliver the experiences customers expect will win the deal.

Buyers feel that 97 percent of their interactions with sales are a waste of time. This may explain why more than 50 percent of sales teams routinely miss their quotas. From the perspective of the salesperson the relationship is just starting, but from the buyer’s perspective the relationship is well underway based on their deep research into the company, products, track record and reputation.

Sales staff equipped with a specific and concrete understanding of their buyers and the type of interactions they value will close deals more often, quickly, and predictably.

Buyer Engagement
Studies consistently show that investing in customer loyalty drives repeat purchases and evangelism; this is a more cost-effective way to grow businesses. Our research with Fortune 1000 buyers in EMEA and North America reveals that the consistency, quality and stability of the relationship over time mattered more to buyers than the product‘s capabilities or price. Deep trusting customer relationships create faster and larger repeat purchases.

A significant shift occurs in the Value step. Customers redefine value in softer terms such as vendor participation in strategic planning, access to critical industry data, opportunities to enhance the buyer’s career visibility, content for internal initiatives and being a trusted adviser, are a few examples.


The Sellers’ Compass Approach

The Sellers’ Compass is a step-by-step approach that helps companies turn customer experiences into their biggest asset.  It’s a time-test, proven blueprint for B2B companies in technology, discrete manufacturing, distribution, Fintech, and other industries.

In an independent case study by MarketingSherpa, the Sellers’ Compass® framework led to a 130% increase in lead quality and a 40% lift in sales-accepted leads.

The Sellers’ Compass has 4 method blocks4 method block

Each service block contains templates, tools, best practices, process flows, report formats and service delivery plans designed to quickly deliver measurable results.

Journey icon


Journey is foundational to the Sellers’ Compass and the starting point.  The place to start is with an assessment and blueprinting exercise. Each company’s blueprint is unique to them – it defines the path they need to take and the milestones to achieve their specific customer-alignment goals.

In Journey detailed maps of all the buyers’ activities, sought content, decisions and expected experiences over the lifecycle of the relationship are documented.  These maps are operationalized to improve marketing and sales processes, content strategy and campaigns.

Our client, Lithium Technologies, describes the benefit of the Journey method block this way:

“We’re using the Journey Maps as a foundation to build our content strategy AND mix initiative.  This is really about understanding our customer, their needs, buying process and decision.   Without the Sellers’ Compass we can only GUESS.”
Kenny Lee, [Former] Vice President Marketing, Lithium

How companies approach customer success is determined by their goals.  If the business objective is to define and operationalize a customer experience that truly differentiates the brand, the Grow method block is the next step.

Sellers Compass-Grow Services


Grow begins with a Gap Analysis of where and which current interaction points and practices align with buyers’ expectations and journey steps. The outcome is a detailed plan on how to rapidly align to customer expectations through business process changes, technology, employee empowerment, and setting up the metrics and dashboards to measure customer health.

The last method is Experiencing Mapping where you co-create, define and implement a truly differentiated experience with your high-value customers.  This becomes a cornerstone of your differentiation strategy. These Experience Maps are operationalized across your organization through employee coaching, business process, and technology changes.

“New Business Strategies’ Sellers’ Compass is a set of services based on a unique, proprietary methodology that guides us to more effectively enable, engage and establish, enduring relationships with our customers.”
– Susan Lucas-Conwell, Executive Vice President, CSIRO US

Sellers Compass-Excel Services


Excel builds on the momentum and results of the completed method blocks.

From Sellers’ Compass deliverables most clients have an epiphany that their business strategy is out of step with what drives brand preference and loyalty in their target markets.

Aligning corporate business strategy with customer expectations drives faster growth because your high-value customers have a very clear idea of what their future needs are and how you fit into their strategy. Aligning to that is where your growth accelerators come from.

The Excel method block includes a guided process to help you ‘rethink’ those parts of their business models to improve customer alignment. We recommend Innovation exercises to explore and test new business models, partnerships, etc. to drive step-level change in terms of revenue, profitability and market share growth.

“As a remanufacturer of diesel fuel injection systems for the automotive market, we are facing tremendous change in our potential customer base. We needed to develop additional sales channels and faced a challenge in how we thought about and executed marketing into these new channels. New Business Strategies was a great business partner…they constantly challenged our thinking as well as helped us define, execute and measure where they can improve customer attraction and engagement. Mindful of a limited budget they didn’t hesitate to roll-up their sleeves and work side-by-side with our team.

If you want results from a team that is focused on showing you a clear path forward, coaching your team along the way, and have a big picture view yet understand the dynamics and details underlying success challenges, I highly recommend New Business Strategies.”
– John Walker, Chief Executive Officer, DIPACO/DTech

Sellers Compass-Empower Services


From our experience, we’ve found that asking management and employees to change their behavior because it will, theoretically, improve customer satisfaction, loyalty and conversion is unrealistic.  It takes a lot more than logic to implement permanent behavior change.

Empower methods guide companies in how to train and enable employees so they discover on their own terms how aligning to customer expectations not only drives growth but gives them greater role clarity and job satisfaction.  Empower builds the right DNA and skills within an organization to consistently meet customers’ evolving expectations. Leadership coaching, employee training, and employee engagement are based on a combination of neuroscience techniques and Sellers’ Compass best practices.

These are designed to help employees ‘connect the dots’ between their roles and specific customer interaction points as well new models of accountability.   Organizational alignment focuses on helping disparate teams identify common ground and develop strategies to meet shared goals centered on customer success, loyalty and revenue growth.


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