Book review of :The New Conceptual Selling

By Saurabh Mhase MBA3 (1362)

Universal Business School, Karjat

The new Conceptual Selling

No sale !

$

X

Follow me !

How to sell?

“No sell” selling !

XFirst Step

KNOW that“People buy for

their own reasons not for your

reasons”

1. Buying is special case of decision making !

2. Customers are ‘predictable 'and ‘logical’ !

3. Decision process is sequenced and is trackable!

4. Fit or not fit?

5.Do not go against customer

DECISION

MAKING

Step

1 Getting Information St

ep 2 Giving

Information Step

3 Getting Commitment

• Learning about customer

• Find out interests

• Finding reasons behind interest

• Describing product• Giving information

needed to buy a product

• Differentiate the product

• Resolving uncertainties

• Ask for order

How do customers make buying decision?

YY

YN N

Cognitive Thinking

Divergent Thinking

Convergent Thinking

Understand situation

Explore options

Select the best option

Win- Win matrix

I win You lose

I loseYou lose

I loseYou win

I win You win

Avoid by focusing each SSO on Win-Win

Profitable and comfortable, but not a

matter of luck!

‘Buying the business’

“BACKLASH”Two stages – Buyer’s

remorse, then Buyer’s revenge

Four questions to ask yourself before you make a call

1.Why am I here?

2. What do I want the

customer to do?

3. Why should the customer

see me?

4. Do I have the

credibility?

Product/ service

Specific, clear and concise Definable or

Measurable

Tied to timeline

Usually not connected by. “and”

1.Why am I here?

Sales ObjectiveCriteria

2. What do I want the

customer to do?

Clear single objective

Ability to visualise customer actions

Traditional sales call goals are :• Too general• Unrealistic• Salesman oriented

Commitment of Action:• Win-Win• Specific• Realistic

3. Why should the customer

see me?

Valid Business reason

Give information…who

and why

Foundation to discuss

customer’s Concept

Critical prerequisites• Purpose of appointment – customer’s perspective.• Preparation.• Optimum use of time.• Courteous and “effective.”• Set mutual expectations.• Statement of reasons for meeting.

Setting Appointment Expectations• Clarify your selling responsibilities.• Clarify customer’s responsibilities.• State purpose of meeting-customer perspective.• Identify people to be present.• Itemize materials needed.

3. Why should the customer

see me?

4. Do I have the

credibility?

No Desire No Money No need

No Urgency No Trust

Why customers do not buy?

4. Do I have the

credibility?

TRUST

Your experience

Knowledge

Presentation

Associations

“Questioning Process”

Traditional selling advice:“Never ask questions to which you don’t already know the answer.”

Conceptual Selling advice:“Never ask a question to which you already know the answer.”

Thank YouHappy Selling !Presented by : Saurabh Mhase

Universal Business School