-Swati Gaidhani

Conceptual Selling
It focuses on tactical planning. Requires sales person to understand their customers:

What they buy? Why they buy? How they buy?

Sales person need to understand the customers; have to identify their problems & then have to use their expertise to develop the solution.

Stages in Conceptual Selling

1. Extracting information 2. Providing information 3. Securing commitment 1. Extracting information :
Sales person must understand how the customer thinks. What is the need of the customer? Why the customer buy the products? Customer dont buy the features but always buy the benefits associated with the features of the product. Functional benefits- Like quality, durability, effectiveness, speed, easiness to use, economic etc. result from material, design of product, other production related decisions. Psychological benefits- Like recognition / status in some group, reduction of risk, independence, happiness, comfort. These are associated with internal makeup of the customer.

Stages in Conceptual Selling

What features (characteristics) the customer is expecting to be associated with the product? Which benefits the customer is expecting from the product? How the product features can offer benefits to the customer? Why the customer will purchase from us? 2. Providing information : Inform the customer specialty [ plus points over competitors product] of your product/service so that customer will take decision in your favour. Connect the features & benefits of products to the customers needs. 3. Securing commitment : Correlate features & benefits of the products to the

Strategic Selling
As the name suggest, here strategic approach is used to tap the selling opportunity. Identify sales opportunity. What is the need/ objective of customer ? Multiple Influencers Identify the key players who can influence decision of purchasing.
Economic buyer - Who has final authority to release the funds. User buyer - Who will be actually using the product. Technical buyer - Who will use his knowledge to check specifications/ technical aspects of product. Coach Who can help sales person in this deal. Then rate their influence level as High, Medium,

Strategic Selling
Danger signals:

While selling to an organisation/ business client, sales person must cross check following Is any critical information not been given to the client ? Is there uncertainty about any information given to the client ? Have he missed contacting any of the influencer ? Is any influencer new to the job ? Is there possibility of major changes/ restructuring in the customers organisation ?

Differentiators:

Inform your product & companies strengths/ plus points/ competitive advantage over the competitors in the market. [eg. Technical aspects of the product, experience of the Co., policies, existing customer base, training, etc.]

Strategic Selling
Customer Response:

Sales person have to understand the gap between actual need of customer & his desire to purchase the product. He tactfully have to provide solution to the customer to minimise or eliminate this gap so the deal get finalised by the customer.

Results:

Results may come out as per requirement & say of each influencer in the decision making.

Strategic Selling
Customer Response:

Sales person have to understand the gap between actual need of customer & his desire to purchase the product. He tactfully have to provide solution to the customer to minimise or eliminate this gap so the deal get finalised by the customer.

Results:

Results may come out as per requirement & say of each influencer in the decision making.

Try to achieve Win-Win situation.

Strategic selling process help sales person to

Forecast our business with greater efficacy. Showcase our speciality/ differentiators as compared to competitors in terms of products & services. Implement well planned, structured & consistent process for customer interaction. Increase the rate of getting the orders & reduce uncertainty. Minimise sales cycle/ complete the sale in minimum time & efforts.