Selling helps sales people connect the way they sell to the way their customers buy. The Miller Heiman program clearly defines how to unearth a customer’s key issues and concerns in order to better focus selling efforts on what the buyer needs to accomplish. With Conceptual Selling, salespeople gain a framework to view the sale from the customer’s perspective, build credibility, and create collaborative win-win solutions.

In the Conceptual Selling® program you will learn, apply, and practice the following sales call planning strategies and tactics.

Customer's Concept

• Understand what the Customer's Concept is and why it is necessary to understand it
• Connect the Concept Sale and the Product Sale
• Know why the Concept Sale always has to come first

Action Commitments

• Set customer action targets for every call
• Determine your Best Action Commitment: the most you can expect from the customer as a result of the call
• Identify your Minimum Acceptable Action: the least you'll settle for
• Know what to do when you "can't get" the minimum
• Use the Guidelines for Commitment: make sure they are specific, realistic, and measurable

Single Sales Objective

• Learn the most common error in setting objectives
• Identify Single Sales Objectives that are measurable and tangible
• Hear examples of "fuzzy" and sharply defined SSOs

Valid Business Reason

• Establish a business reason for each call
• Develop the criteria you must have for an effective VBR

Credibility

• Hear why credibility is key to getting started in every call
• Learn the three types of credibility: earned, transferred, and established by reputation
• Understand why you should test your credibility on every call

Getting Information

• Recognize what information is missing and who is the best person to ask
• Leverage questioning as a process to confirm and uncover information
• Explore the five question types: Confirmation, New Information, Attitude, Commitment, and Basic Issues

Superb Communication

• Maximize the understanding between yourself and the customer
• Compare the effects of "Question Shock" and Golden Silence
• Discover the proven benefits of Golden Silence

Giving Information

• See why differentiation is imperative to buying decisions
• Understand the importance of leveraging your unique strengths to differentiate your company, product or service
• Decipher the difference between unique strengths and features and benefits
• Use the acid tests for differentiation: "So what?" and "Prove it!"

Sales Call Approaches

• Compare traditional selling approaches and the joint venture
• Evaluate which works and which doesn't
• Utilize logic to get to win-win results with your customers

Getting Commitment

• Learn how each sales call ends on what the customer will do next
• Know when the customer is ready for action by understanding commitment signals
• Define why customers won't commit and overcome basic issues

Sales Call Plan

• Bring it all together and detail your action plan for your upcoming sales calls
• Use the Green Sheet checklist questions to build your strategy

This program, which uses Miller Heiman’s Green Sheet, provides a consistent method for creating high-value solutions that are difficult for competitors to replicate. Participants will learn to better interpret information about the prospect to craft a comprehensive solution that matches the needs of the buying organization.