Sales teams now operate in a world whereby there is constant communication with a number of people, across many platforms, all the time. This high level of communication is finely balanced with having to remain both informed and in control of all sales activities. To successfully achieve this demanding combination of responsibilities, it is imperative that time management processes evolve through a proven, productive meeting preparation method.
Miller Heiman’s Conceptual Selling concentrates on three fundamental skills: planning, influencing and communication – to more efficiently improve customer interactions and sales. Conceptual Selling is a framework and methodology that can be applied easily and systematically once it is mastered. Conceptual Selling is for employees at any level, who interact with clients and are looking for ways to improve on current relationships.
Conceptual Selling uses the green sheet approach; the green sheet allows sales teams to set clear goals for sales meetings. A key component of preparation is establishing who the key purchase influencers are that are involved in the buying process. Once those with authority are identified, an assessment can be made on who may need further convincing of product benefits. The next step is to pinpoint their unique need; purchase influencers may have their own individual concerns when it comes to purchasing the product. The preparation must involve identifying the need and addressing those unique concerns through targeted reasoning and sound argument.
In order to determine the influencers unique reasoning against committing to a purchase there will need to be a mastering of questioning techniques. These techniques will assist in conveying the benefits to the individual based on their need, not just generic product benefits. These questioning techniques are: using confirming questions, asking for information and employing questions on attitude.
To conclude the process there must be a reinforcement of the work completed. By ensuring that the follow up from the meeting includes a clear dialogue with a selling partner, the higher the chances are of closing a sale.
With greater knowledge of key influencers individual resistance to purchasing products, staff are more effective at understanding the potential of closing from the outset. One positive of this newly gained foresight is that it contributes to efficient time planning.
The benefits of Conceptual Selling are:
- Alleviates time sensitivity through sophisticated planning
- Cultivates client relationship skills
- Generates good practice of understanding client need on an individual and business level
- Builds upon communication and reasoning skills