Strategic Selling Personally Crafts A Story Of Leadership, Vision, Culture And Belief That Demonstrates Value And Inspires Stakeholders To Buy-In
Every business has 3 main purposes and that is;
- Creating value
- Capturing value
- Delivering value
And until a business captures value it doesn’t have any validation that its products or services offer real value to its customers. Nor will it have the metrics that demonstrate the business has viable traction or the means (profit and cash flow) to survive let alone grow sustainably beyond current investment.
There are many books and training courses that fail to solve the problems faced by companies and that’s because selling is very context-specific. How you sell, should be tailored to your market and unless you really understand your market and where it’s headed you won’t truly know how to sell.
Sales don’t happen in a vacuum, so without marketing identifying value creation opportunities salespeople can’t capture value sustainably. Sales is also a vital feedback loop to marketing to help strengthen the understanding of who the customer is and what their buying journey looks like.
Selling is also most effective once a process has been identified that can predictably lead to an outcome.
More to come ……
External And Internal Sales
As communication channels have opened up with the expansion of digital landscapes so have the option for selling remotely.
Before digital, direct marketers understand that less complex idea could be sold remotely within a letter. A similar approach is used by sales team that leverage digital demonstrations, webinars and zoom calls.
Consultative And Transactional Selling
Complex things with complex outcomes require a more consultative approach.
Narrow concepts that are often understood or established tend to be more transactional as they become more commoditised.
Human And Digital Sales Process
The more consultative the sell the more human orientated it tends to be.
The more transactional the sell the more likely that it can become digital, even automated.