Example Of Selling The Concept:
I know a person who operated real estate franchises and employed this theory in his favor. He would visit brokers and explain franchising as an effective solution to the issues of marketing, recruiting, and training agents, and not forgetting selling and attracting buyers to real property. Once the broker agreed with the idea of franchising as a solution and only then was it logical to begin explaining the benefits and benefits of his own franchise. If they had not accepted the concept behind franchising, they wouldn’t have had a chance to buy the brand he was selling or the franchise business the broker represented.
Consider how this concept can affect your purchasing decisions. With every purchase, you’ve embraced some idea or other. Suppose you decide to relocate to a bigger house and had to find movers who could transport your furniture and other things. When you are looking into different possibilities to complete the task, two salespeople arrive at your house. The first one offers the services of two employees who operate an enormous truck. The company’s name can be described as “Two Clumsy Ex-Cons With An Old Truck,” and their slogan is “Nobody Moves You Cheaper.” The second salesperson has skilled employees that operate the largest truck. The truck has air ride suspension. Their drivers are drug-tested and bonded. They also offer certified packers as well as written guarantees of complete satisfaction. Their slogan is “A Full-Service Mover That Always Exceeds Your Expectations”.
If you are a homeowner and you are only looking for the lowest price, the idea of “Full Service” will be difficult for you to take in. The additional services will probably be more costly, and it’ll take a lot of effort for salespeople to explain their costs to you. However, you may pay a little higher for a certified packager which will almost guarantee that the dishes from your grandmother’s collection will be safe to deliver, but that assurance is likely to be ignored.
However, If you’re more concerned about the security and the condition of your property and home and belongings, you’ll be more open to the idea of moving services that are full-service. It’s possible that you’ll be willing to shell out a few dollars to enjoy the peace of mind they can provide. However, it’s only once you have seen the value in their methods that you’ll be willing to contribute money for their service. A full-service company is the best option. If you are a believer in that notion initially, it is easier to sell the added cost of a certified professional packer.
As a salesperson, it’d be hard to overstate the importance of this one idea. If your customers don’t buy into the concept behind your product, whether that’s security, reliability, or something completely different, talking to them about different attributes is likely to be wasted time.
The Power Of Concept Selling:
Concept selling is applicable to virtually any field. For instance, think of cars. If someone is convinced of the idea of efficiency, the concept of personal transportation that is fuel-efficient at a moment’s notice, they’ll be open to listening to a sales pitch for small, efficient vehicles. However, they wouldn’t be drawn to a salesperson selling an SUV or Minivan as well as pickups as they represent an entirely different notion of transport. It’s difficult to promote the idea of a vehicle that consumes gas in a market where the consumer wants efficiency.
You may think that the idea of selling isn’t applicable to your company. It’s simple to recognize the connection when the product is personal, such as moving services or investment portfolios. But what if you’re selling business-to-business? It’s easy to believe that business-to-business products benefit from pricing only. It’s true that in the event that you don’t market your unique idea, the price is usually the main factor in the minds of most clients. In this scenario selling the idea doesn’t get less important; it is more crucial in a business-to-business setting. Everything purchased and sold has an idea or concept to back it. The nuts and bolts have much more than they seem.
Business-to-Business Example:
My client is selling industrial assembly and tooling systems. The equipment they sell is used for assembling automobiles as well as other industrial items across the globe. With the help of computer sensors, they can tighten bolts precisely, making sure that the metals and other materials are securely fastened each time.
It could be sufficient If they could only make top-quality tools that they could use. However, they’ve gone to a higher level. They understand that quality is just one aspect in the picture for buyers. It’s crucial that their equipment is working properly, and it’s equally essential that they function for the entire time. In this regard, they’ve created a system of scheduled reliability checks that is sold along with the tools to ensure that their customers do not have expensive interruptions. Many customers don’t understand or even require the benefits offered by regular reliability services. Smaller shops may operate according to a “run-to-failure model, choosing to cut costs on purchases and then phone a repairman in the event that the equipment breaks. Some view the guarantee as a cost that could be cut out of the budget. Their ideas don’t align with the firms.
The salesperson is faced with a decision to make. They may decide to explain their idea of superiority to the customer and try to convince them of the same viewpoint. If the customer isn’t convinced, they may be able to make a sale without the maintenance of reliability. If that option isn’t possible, the customer can quit the sale and focus on finding new buyers who will comprehend and appreciate the idea that is being presented.
However, it is crucial to recognize that it’s the moment that both sides see things in the same way that something can be purchased and sold. The salesperson’s job is to promote an excellent idea first. When they do this, then the customer gains, and the competition gets annoyed.
Key Sales Point:
Implementing a concept-based selling strategy is easy. It is the first thing to look at your item or services from the buyer’s viewpoint. Take into consideration the benefits that result from purchasing an improved product from you. Then consider the idea a little deeper.
It’s only once you’ve established a connection with your client on a concept level – the notion of something better for them or their company – that the specifics of your particular brand or product are able to be understood as solutions. If your clients aren’t buying into your offerings on the conceptual level, you’ll have an option to choose from. In the short run, you could attempt to make them aware of the reasoning of your product or attempt to get them to buy through negotiating price. I always suggest selling your expertise and not focusing on price. In the long run, it is best to look for prospects who have appreciated your innovative idea and comprehend the concept you’re promoting.
