Why to Introduce Customer Success Managers in Sales Process

The Winning Strategy: Introducing Customer Success Managers in the Final Stretch of the Sales Process

Towards the end of the Sales process is a great time introduce your Customer Success Manager because all those decision-makers are still engaged, the process is still going on, you have great access to all those people. And that’s a great time for your CSM to say, “I’m here for you.

In the dynamic landscape of modern business, the timing of decisions can be as crucial as the decisions themselves. One such strategic decision is introducing a Customer Success Manager (CSM) towards the conclusion of the sales process. This practice may seem unconventional to some, but its significance becomes clear when we delve into the ‘Why,’ ‘How,’ and the tangible benefits it brings to the table.

Why Introduce a Customer Success Manager Towards the End of the Sales Process?

The importance of introducing a CSM at this juncture lies in the fundamental purpose of ensuring customer success. When a sale is nearing closure, the customer is not merely buying a product or service; they are investing in an outcome. This outcome, their definition of success, is what truly matters. As the late, great Zig Ziglar once said, “You don’t have to be great to start, but you have to start to be great.” The introduction of a CSM signifies the beginning of a journey towards that greatness.

How to Introduce a Customer Success Manager

The art of introducing a CSM effectively lies in the timing. The opportune moment is when the deal is at the five-yard line, almost ready for the touchdown. At this juncture, the customer is actively engaged, decision-makers are in the loop, and the momentum is at its peak. It’s a window of opportunity to say, “Meet your new best friend, your Customer Success Manager.”

The CSM can initiate a dialogue about success. What does success mean to the customer? How will they measure it? These questions ignite a profound conversation, allowing the CSM to gain insights into the customer’s unique goals. They can then offer solutions based on proven methodologies and past experiences, setting the stage for success.

Bringing Value to the Table

The introduction of a CSM, though unconventional, distinguishes itself by prioritizing the customer’s success over closing the deal. It transforms the transaction into a partnership, a journey towards mutual success. In the words of Simon Sinek, “People don’t buy what you do; they buy why you do it.” This ‘Why’ is the cornerstone of introducing a CSM late in the sales process. It communicates a shared belief in the customer’s potential for success and a commitment to guide them there.

Recommended Approach

The recommended approach to introducing a CSM involves several key actions and strategies:

1.    Customer-Centric Focus: Prioritize the customer’s success above all else. This sets the tone for a long-term, mutually beneficial relationship.

2.    Timely Introduction: Introduce the CSM when the deal is almost sealed, ensuring active engagement from all stakeholders.

3.    Success Definition: Initiate a conversation about how the customer defines success, allowing for tailored solutions.

4.    Data-Driven Insights: Leverage data and past experiences to provide valuable insights and suggestions.

5.    Continuous Engagement: Ensure the CSM remains engaged with the customer post-sale to foster success.

Benefits for Your Business

Introducing a CSM at the right moment can yield a multitude of benefits for your business:

1.    Enhanced Customer Retention: Proactive customer support reduces churn rates, fostering long-lasting relationships.

2.    Increased Upsell and Cross-Sell Opportunities: Understanding the customer’s goals enables identification of additional sales opportunities.

3.    Advocacy and Referrals: Satisfied customers are more likely to become brand advocates, driving referrals and expansion.

4.    Feedback Loop: Continuous engagement provides valuable feedback for product improvements and business strategies.

5.    Sustainable Growth: By prioritizing customer success, businesses can achieve sustainable growth and profitability.


In the intricate dance of sales and customer satisfaction, introducing a Customer Success Manager towards the end of the sales process is not just a tactical move; it’s a strategic choice rooted in the ‘Why.’ It signifies a shared belief in the customer’s potential for success and fosters trust, loyalty, and genuine enthusiasm.

As legendary sales expert Brian Tracy once said, “Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.” This philosophy encapsulates the essence of introducing a CSM late in the sales process—it’s about more than just closing deals; it’s about cultivating enduring partnerships and propelling both customers and businesses toward greatness.

Get a live demo!

See how SmartKarrot can transform your customer success outcomes.

Take SmartKarrot for a spin

See how SmartKarrot can help you deliver
winning customer outcomes at scale.

Book a Demo