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12 Cards in this Set
- Front
- Back
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What does Adamson 2012 talk about? |
Main theme: Do net sell solutions, sell insights and coach! Key words:B2B selling, solution sales, talkers, mobilizers Problem: Change the way sales is working today, we need a new way of looking at it |
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Today's situation? (short) |
1. Publicly available information 2. Traditional standardized solutions - worthless! 3. Stay useful - provide insights and coach through the buying process! 4. Sell insights, not solutions! |
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Which are the 3 game-changing strategies that top sellers (top 20%) use when selling? |
1. Target customers who don't know what they want 2. Target skeptical change agents over friendly informants 3. Coach the change agents on how to buy, instead of up-front selling to them |
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1. Target customers with change potential to avoid that demand is already established --> |
Focus should be on customers' potential to change and not to buy. This allows sales rep to target emerging demands and grow with the customer, understand and identify upcoming demands. |
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2. Target mobilisers, not advocates |
Target mobilisers (go-getters, teachers and sceptics), not advocates/talkers (guides, friends and climbers). Tease their initial scepticism with provocative challenging their vested assumptions. |
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3. Coach Customers on How to Buy |
Mobilizers tend to be unfamiliar with procurement and should be coached and supported through the process. |
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What are the main theme, key concepts in Åge 2009? |
Industrial selling is complex Key concepts are the complexity of industrial selling processes, the need for new concepts to describe the essential aspects for industrial selling process interrelatedness of all activities within andindustrial selling process |
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Business Maneuvering -> |
The way selling firmsmanage complementary processes of the fourother categories. The categories are mutuallydependent and varying in importance dependingon the circumstances. Business maneuveringdescribes the complex interplay of the fouractivities – what actually happens when selling. |
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Business standardization--> |
Services might bestandardized, but not to risk the customization tosolve specific needs: - Purchasing standardization – Procedures and documents adapted by the buyers in aprocurement process. Can hinder close relationships if formal. - Selling standardization – Can hinder close relationships if formal. - Offer standardization – Standardized service solutions become easier to communicate, but may not be optimal for solving customer problems |
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Business fraternization --> |
Mutual understanding and respect, common goals.How contracts might be used and understood. - Distance reduction – between seller and buyer to develop a collaborative relationship - - Trust – operational and behavioral - Fraternization competence – Knowledge of the buyer’s unique situation. - Learning process – Understanding each other - Probationary fraternization – Monitoring mutual understanding and respect. If absent, thereis a tendency for more standardized processes. |
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Personalization--> |
How to get close to the customer, but not too close. - Informal business – personal relationships. - - Pedagogic challenge – the seller must change the buyer’s attitudes. - Service awareness – make the buyer aware of the intangible service value. - Align expectations – the buyer must understand the offering fully. - Personal selling – complex solution sales require good personal chemistry. |
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Probationary business rationalization --> |
Cost reduction – prove that the solution is cost efficient to the buyer. Risk reduction – financial and operational, for the buyer. |
