The New Strategic Selling (Notes)
Strategic Selling
The 6 elements of strategic selling
1. Buying influences
a. Economic Buying Influence
i. The person with final approval to buy. ii. Can say yes when everybody else said no or vice-versa. iii. Asks “What return will we get on this investment? How will this impact our organization?”
b. User Buying Influences
i. The person(s) that judges the impact of the product/service on their job performance. ii. Asks “How will it work for me in my job or my department?”
c. Technical Buying Influences
i. Screens out possible suppliers by focusing on how well it meets specifications. ii. Can’t give a final yes, but can give a final no. iii. Asks “Does this meet the specifications?”
d. Coach
i. A guide to a particular sales object. ii. Leads to other Buyers with information to position you with each one. iii. May be found outside of the organization. iv. Focus is on helping to make this sale.
v. Asks “How can we ensure that this solution happens?”
2. Red Flags/Leverage from Strength
a. A Red Flag is an area of strategy that needs further attention. They represent uncertainties and problems.
i. Critical information missing ii. Uncertainty about information iii. Any un-contacted Buying Influences iv. Buying Influence(s) new to the job
v. Reorganization
b. To Leverage from Strength means to highlight areas that differentiate you. This mitigates threats to your strategic position.
i. Areas of differentiation ii. Opportunities that can be used to improve your position iii. Must be relevant to this sales objective iv. Diminish importance of price competition
c. Every Alternate Position either Leverages from Strength, eliminates a Red Flag, or both.
3. Response Modes
a. Growth
i. Perceives a gap between current reality and desired results can closed by increasing quantity, improving quality, or both. ii. Will be receptive if your solution will provide them more or better results.
b. Trouble
i. Also perceives a gap between reality
The 6 elements of strategic selling
1. Buying influences
a. Economic Buying Influence
i. The person with final approval to buy. ii. Can say yes when everybody else said no or vice-versa. iii. Asks “What return will we get on this investment? How will this impact our organization?”
b. User Buying Influences
i. The person(s) that judges the impact of the product/service on their job performance. ii. Asks “How will it work for me in my job or my department?”
c. Technical Buying Influences
i. Screens out possible suppliers by focusing on how well it meets specifications. ii. Can’t give a final yes, but can give a final no. iii. Asks “Does this meet the specifications?”
d. Coach
i. A guide to a particular sales object. ii. Leads to other Buyers with information to position you with each one. iii. May be found outside of the organization. iv. Focus is on helping to make this sale.
v. Asks “How can we ensure that this solution happens?”
2. Red Flags/Leverage from Strength
a. A Red Flag is an area of strategy that needs further attention. They represent uncertainties and problems.
i. Critical information missing ii. Uncertainty about information iii. Any un-contacted Buying Influences iv. Buying Influence(s) new to the job
v. Reorganization
b. To Leverage from Strength means to highlight areas that differentiate you. This mitigates threats to your strategic position.
i. Areas of differentiation ii. Opportunities that can be used to improve your position iii. Must be relevant to this sales objective iv. Diminish importance of price competition
c. Every Alternate Position either Leverages from Strength, eliminates a Red Flag, or both.
3. Response Modes
a. Growth
i. Perceives a gap between current reality and desired results can closed by increasing quantity, improving quality, or both. ii. Will be receptive if your solution will provide them more or better results.
b. Trouble
i. Also perceives a gap between reality