Developing A Sales Strategy/solution Selling/technical Selling
The "art" of technical selling (solution selling) follows a three stage process...
- Stage 1: Sell the appointment: Never sell over the telephone. The aim of the first contact with a prospective purchaser is to sell the appointment. The reason is simple; industrial sales are complex, any attempt to sell over the phone will trivialise your product or service and run the risk of not fully understanding the customer's need.
- Stage 2: Understand their needs: The best method of selling is to minimise the information about your goods or services until you have fully understood your customer's requirements.
- Stage 3: Develop and propose a solution: The solution is (of course) developed from your (or the firm's) product or service offerings.
In solution selling, it is essential not to sell the solution before you understand the customer's requirements. Otherwise you may unwittingly sell him on how ill-suited your solution is to his requirements. To illustrate, imagine a couple tells an architect, "We want to build a house." If the architect immediately responds with a design without learning the details of the clients' desires and requirements, he will likely alienate them. If he patiently learns what the clients need, he has a much greater chance of successfully selling his services.
Marketing supports solution selling through methods like account-based marketing—understanding a specific target organization's requirements as the foundation of a marketing program. As research shows, sales success is heavily weighted towards suppliers who understand the customer. In UK research, 77 per cent of senior decision-makers believe new suppliers' marketing approaches are poorly targeted and make it easy to justify staying with current suppliers).
Sales force management has a critical function in industrial selling, where it assumes a greater role than other parts of the marketing mix. Typical industrial organisations depend on the ability of their sales people to build relationships with customers. During periods of high demand (economic boom), sales forces often become mere order takers and struggle to respond to customer requests for quotations and information. However, when economic downturn hits it becomes critical to direct the sales force outward to sell.
Read more about this topic: Industrial Marketing
Famous quotes containing the words developing, sales, strategy, solution, selling and/or technical:
“Parents must begin to discover their children as individuals of developing tastes and views and so help them be, and see, themselves as thinking, feeling people. It is far too easy for a middle-years child to absorb an over-simplified picture of himself as a sloppy, unreliable, careless, irresponsible, lazy creature and not much more—an attitude toward himself he will carry far beyond these years.”
—Dorothy H. Cohen (20th century)
“There are no galley-slaves in the royal vessel of divine love—every man works his oar voluntarily!”
—St. Francis De Sales (1567–1622)
“That is the way of youth and life in general: that we do not understand the strategy until after the campaign is over.”
—Johann Wolfgang Von Goethe (1749–1832)
“To the questions of the officiously meddling police Falter replied absently and tersely; but, when he finally grew tired of this pestering, he pointed out that, having accidentally solved “the riddle of the universe,” he had yielded to artful exhortation and shared that solution with his inquisitive interlocutor, whereupon the latter had died of astonishment.”
—Vladimir Nabokov (1899–1977)
“More than illness or death, the American journalist fears standing alone against the whim of his owners or the prejudices of his audience. Deprive William Safire of the insignia of the New York Times, and he would have a hard time selling his truths to a weekly broadsheet in suburban Duluth.”
—Lewis H. Lapham (b. 1935)
“In effect, to follow, not to force the public inclination; to give a direction, a form, a technical dress, and a specific sanction, to the general sense of the community, is the true end of legislature.”
—Edmund Burke (1729–1797)