"The New Conceptual Selling" complements "The New Strategic Selling" as it deals with the tactical implementation of the sales strategy. It provides guidelines and tools for the sales professional how to prepare, conduct and assess sales calls.
The sales call is split into 3 different parts:
- Getting information
- Giving information
- Getting commitment
The main focus points are:
- Product versus Concept sales
- The four question types
- Golden silence
- Basic issues
- Joint venture versus unilateral selling
- Valid business reason
- Differentiation and Unique Strengths
- Best/minimum action commitment
- Credibility
The main principles are the necessity for the sales person to do everything from the buyer’s point of view and to always strive for a Win/Win result.
The usual Miller Heiman teaching method is followed: theory is complemented with personal workshops during which a practical case is prepared.
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