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The document provides guidance on customer-centric selling. It discusses differentiating customers, designing offerings for different customer segments, exploiting cross-selling potential between existing customers, and maximizing lifetime customer value. The core processes of customer-centric selling are retaining current customers, selling more to existing customers, and acquiring new customers. The customer-centered selling cycle involves understanding customer needs through various stages from research to maintaining the relationship after the sale. Cross-selling is introduced as selling additional products to existing customers by understanding their needs and highlighting the unique benefits of complementary offerings.Read less