SN Conceptual & Strategic Selling

7/27/2019 SN Conceptual & Strategic Selling

1/34

Selling & Negotiation Skills

RPIMS (2012-2014)


2/34

Conceptual SellingConceptual Selling


3/34

Traditional Approach In

Sales/Selling Traditional approach towards sales was

product centricproduct centric.

Due to the narrow and limited focusapproach on product, conversion rate

reduces.

The moment we try to sell a product, itreduces its appeal & reduces the

success rate of sales.


4/34

Cont.

For centuries some hard & fast rules

strongly advocated that sales success issales success is

an outcome of product knowledge onlyan outcome of product knowledge only.

In traditional selling, product knowledge

was used as a magic stickmagic stick.


5/34


6/34

Conceptual Selling

Conceptual selling is a modern approach

to traditional selling.

Conceptual selling allows a buyer to

understand the benefits in buying thebenefits in buying the

productproduct.

In conceptual selling importance is given

to the reasons/motivations associated withassociated with

the purchase.the purchase.


7/34

3 Important Features Of

Conceptual Selling1] Understand & Identify Buyer`s Concept :

Every buyer perceives the same product from

different views.

It is essential to reveal the motive behind, why dopeople really buy ?

Each need should be handled in a specific way.

Conceptual selling demands listening totothe prospects & identifying expectationsexpectations..


8/34

Cont.

2] Focus on the expectations

3] Establish a connection :After patient listeninglisteningnext task is to share the

information.

While sharing information approach should not be

directive it should be consultative accepting buyersclaims.


9/34

Cont.

Getting InformationAsking, Listening &Discussing

Giving InformationShowing, Telling &Explaining

Understand thecustomers concept

Connect your productservices

What specificskills/experience sets willhelp you achieve higherproductivity ?


10/34

Cont.

It is detected that salesperson talks 80%

of time, rather it is necessary to ask more

questions.

Also 80% of the time the statements that a

seller makes do not have anything to do

with the customers interests orneeds.needs.


11/34

How Conceptual Selling Helps ?

It helps to understand the buying criteria of

the prospects.

It will provide a helpline in positioning the

solution.

Buyer can differentiate the offer based

upon his strengths.

Principles in conceptual selling are

reminders that ultimately sellersellerwins only ifwins only if

the customer wins.the customer wins.


12/34

Process Of Conceptual Selling

1] Tactical Planning

Systematic determination of immediate or

short-term activities required in achieving the

objectives of sales.

Objectives of sales should be specific, clear &

definable.

Plan in such a way that a buyer wins.


13/34


14/34

Cont.

3] Initial Sales Approach :

Understanding each customer`s concept.

Identifying invisible issues

Assessing the data accuracy


15/34


16/34

Cont.

5] Demonstration :

Demonstration should be carried out in the

easiest way possible.

Understand the level of the person to whom

the demo is to be shown.

Demonstration may impart a feeling of

confidence through Touch

Smell &

Experience


17/34

Cont.

6] Close :

A lot of objections have to be handled during

closure. Here are a few basic rules of

handling objections :Listen to what the prospect is saying; dont

interrupt.

Never argue. Never tell him he is wrong.

Question the objection.

If it is real, Answer it. If it is not, ignore it.


18/34

Cont.

7] Service :

Service comprises of the sum total of benefits

which a vendor promises that a customer will

receive in return for the customers payment.

Service to a customer is to enhance the level

of customer satisfaction.


19/34

Process Of Conceptual Selling


20/34

Cont.

Inspite of following a conceptual selling

approach, is it possible to get either a

straight refusal or delay in conversion of a

prospect ??


21/34

Cont.

Following are the 3 main reasons for

delaying a buying decision :

The customer cannot make up his mind

whether to buy or not.

The customer cannot decide whether to buy

your product or that of a competitor.

The customers may delay due to thesalesman`s poor presentation.


22/34

Advice For Effective Conceptual

SellingProspects have more reasons tobuy than we do to sell

Stop asking personal questions

People buy for their reasons-not ours

Listen carefully Stop being over enthusiastic

Stop selling features and benefits Stop assuming the close

Get a timer Dont overdress

No puppy dogs please Dont tell the prospect everything youknow

Sell at higher price than yourcompetition.

Ask Actual questions


23/34

Sales & Humour

Tony was very excited; he had just landed his first professional salesrole. On his first day at the company, the sales manager took him up

on to the roof of the building and said, "I am going to give you your

very first lesson in sales. Stand on the edge of the roof." Reluctantly,

the new salesman moved closer and closer to the edge of the roof.

"Now," said the sales manager, "when I say, 'jump!' I want you to jump

off the roof." "But, sir," protested the green sales recruit, "there's ahuge drop!" "Do you want to succeed in sales?" said the sales

manager." "YES" "And you trust me, don't you?" "Yes, I guess." "So

do as I say and jump." Tony jumped. He crashed to the ground and lay

there, winded and bruised.

His sales manager went racing down the stairs towards him. "That

was your first lesson in sales, Tony. Never trust anyone in business!"


24/34


25/34


26/34

Strategic SellingStrategic Selling


27/34

Characteristics Of Strategic

Planning Strategic selling focuses on need identificationneed identification.

In strategic selling the driving force is thedriving force is the

customer & not the productcustomer & not the product.

Strategic selling is also known as consultativeconsultative

selling.selling.

Move from product centric selling toMove from product centric selling to customercustomer

centric selling.centric selling.


28/34


29/34

Cont.

Strategic selling emerged due to the

breaking of mass markets into target

markets.

It became impossible to satisfy the buyers

with a uniform product.

Customers buying power and standard of

living has raised.

Technique of monopoly has been

replacedreplacedby information sharing.


30/34

Features Of Consultative Selling

Customer is a person to be served, not a

prospect to be sold.

Two-way communication identifies

customers needs.

Focus on information giving, problem

solving, and negotiation..

Emphasis on service after sale.


31/34


32/34

Cont.

Strategic Orhestrator: (Direct a situation toproduce a desired effect)

Role of a strategic orhestrator is to understand the

responsibility of giving an appropriate solution.

This could be done co-ordinating all the

information & resources needed to support

customers before, during and after the sale.


33/34

Long-term allyMeans maintaining & developing long term

relationship with the customer.

The main task is to involve in maintaining contactwith the client even there is no immediate prospect

for a sale.

Deliver on promises.

It is also crucial for the salesperson to ensure thatthatthe relationship between the customer & thethecompany is beneficial for both.


34/34

SN Conceptual & Strategic Selling

Documents

Transcript of SN Conceptual & Strategic Selling