SELLING AND NEGOTIATION

SKILLS
STRATEGIC SELLING
&
CONCEPTUAL SELLING
Strategic Selling
Strategic selling helps organization to develop
comprehensive strategies to win sales opportunities.

The Strategic Selling process helps you identify and convert
selling opportunities into closed business deal.

With most selling opportunities, there are multiple
strategic influencers that impact the deal.
Identify critical changes in your selling environments
Define Single Sales Objectives
Identify Buying Influences, their roles, relative importance
connect with each of these individuals to secure their
emotional buy-in
Create win-win relationships
Communicate with a simple sales language
Evaluate competitors
Create an Ideal Customer Profile
Create a result thats good for you and the customer
Develop an action plan to win business consistently.
Strategic Selling will enables you to create detailed action
plans to convert sales opportunities into closed business
deal that:
Buying Influences

Positioning yourself with the people playing
buying Influencer roles.

1. Understand four Buying Influences.
2. Identify key players in each role.
3. Insure that each player is covered.
A. Buying influences:

Economic Buyer: The buying influence (person or
persons) who has the final say in buying process. Focused
on bottom line results and financial performance.

Technical Buyer: The buying influence (person or
persons) who specifies the product or service. Has the
authority to say No but not Yes. Focus on criteria,
specifications.

User Buyer: The buying influence that will actually use
product/service.

Coach: The buying influence that can assist/coach the seller
with the customer. Will not be the agent of the seller, but will
help to confirm information and advise.
Profile of the Economic Buying Influence
Sale-specific

Highly placed in the organization

Paid to be future oriented or focused
B. Degree of Influence (by each of the buying
influences):

High: A high degree of influence may exist at any level, and
will be a key determining factor is which buying influence will
impact the sale. While this may reside with the Economic
Buyer, that assumption may not be accurate. Other buying
influences (technical or user buyer) may be high as well.

Medium : This degree of influence can impact the sale, but
may not have the same impact as the high or low buying
influence.

Low : Although this degree of influence may have little
impact the sale in a significant way, this buying influence
should not be ignored. In some cases, the Economic Buyer
may exert this degree of influence.

Red Flags/Leverage from Strength
Warnings

Opportunities
C. Modes of Buying Influence:


1. Growth: Company or organization is growing and
expanding. Many problems to solve and need for sales
solutions. Ready to buy, expand and solve problems.

2. Trouble: This mode indicates that a company or
organization is experiencing difficulty. Perhaps profits are
down, reorganizing is occurring, intense competition or
significant external pressures. Has specific problems that they
need help on.

3. Even Keel: What problem? Every thing is fine! Not in
buying mode. Resistance to change, and new products or
services.

4. Over Confident: Very confident and have solved all
problems. Unlikely to take advice or suggestions.
Conceptual Selling
Conceptual Selling begins with the recognition that every
decision involves individual perception.

No one buys a product per se. What is bought is what the
customer thinks the product or service will do for him or
her.

Customer Concept is a mindset or solution image.

Conceptual Selling helps connect the way salespeople sell to
the way their customers buy. Focus efforts on what the buyer
needs to accomplish.

Conceptual selling view the sale from the customer's
perspective, build credibility, and create collaborative win-
win solutions.

The Conceptual Selling delivers step-by-step tactics for:
managing all customer interactions,
effective call planning,
objection handling,
action plan development, and
commitment fulfillment.

In every sales cycle there are critical points-of-impact where what
you say and how you say it can dramatically influence the outcome
of the deal. It begins with your first sales call and continues with
every communication you have with your prospect.

Conceptual Selling is call planning for sales managers and sales
professionals who want to improve all customer interactions,
including phone conversations, face-to-face discussions and email
correspondence.