

The Triple Fit Sales Strategy with Christoph Senn
Mar 13, 2025
Christoph Senn, an adjunct professor at INSEAD and co-director of their Marketing & Sales Excellence Initiative, discusses transformative sales strategies. He emphasizes the importance of aligning with customer strategies instead of just pitching products. Christoph introduces the 'Triple Fit Strategy,' advocating for long-term relationships and effective engagement. He also highlights how integrating short-term and long-term goals can drive sustainable success and the need for transparency in sales to build trust and enhance value.
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Shifting Sales Focus
- Traditional sales playbooks focus on product features and value propositions, often overlooking customer strategy.
- Real growth comes from understanding and aligning with customer needs, treating them as partners.
Triple Fit Strategy
- The "Triple Fit Strategy" considers three levels: planning, execution, and resources.
- This holistic approach ensures alignment between supplier and customer strategies, processes, and people.
Focus on Customer Success
- Ask "What if we were one company?" to shift the sales conversation towards shared goals.
- Focus on contributing to the customer's business success, not just selling products.