sn conceptual & strategic selling
TRANSCRIPT
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Selling & Negotiation Skills
RPIMS (2012-2014)
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Conceptual SellingConceptual Selling
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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.
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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.
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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.
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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..
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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.
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Cont.
Getting InformationAsking, Listening &Discussing
Giving InformationShowing, Telling &Explaining
Understand thecustomers concept
Connect your productservices
What specificskills/experience sets willhelp you achieve higherproductivity ?
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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.
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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.
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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.
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Cont.
3] Initial Sales Approach :
Understanding each customer`s concept.
Identifying invisible issues
Assessing the data accuracy
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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
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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.
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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.
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Process Of Conceptual Selling
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Cont.
Inspite of following a conceptual selling
approach, is it possible to get either a
straight refusal or delay in conversion of a
prospect ??
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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.
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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
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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!"
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Strategic SellingStrategic Selling
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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.
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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.
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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.
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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.
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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.
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