CFS in Practice

Structure Protects Margin.

Purpose

CFS (Customer-Focused Selling) is the disciplined framework used across Integrated Carriers to prevent premature quoting, margin erosion, and transactional selling.

This is not a script.
It is a structure.

When to Use

Use CFS in every new opportunity and major account review.

The 5 Stages

1. Open

Secure commitment for a deeper conversation.
Do not pitch. Do not quote.

2. Investigate

Understand spend, structure, pain points, and authority.

3. Present

Co-create a solution aligned with what you uncovered.

4. Confirm

Clarify expectations and secure agreement to proceed.

5. Position

Establish long-term partnership and growth.

Key Reminders

• Do not skip Investigate.
• Quoting early weakens position.
• Confirm before implementation.
• Position beyond price.

Application Prompt

Before sending pricing, ask yourself:

Have I completed Investigate thoroughly?

If not — pause.