A book review of " The conceptual selling"

1. Book review of :
The New Conceptual Selling
By Saurabh Mhase
MBA3 (1362)
Universal Business School, Karjat

2. The new
Conceptual Selling
No sale !
$

X
Follow me !
How to
sell? 

3. “No sell” selling !
First Step
KNOW that
“People buy for
their own reasons
not for your
reasons”

4. 1. Buying is special case of
decision making !
2. Customers are
‘predictable 'and ‘logical’ !
3. Decision process is
sequenced and is trackable!
4. Fit or
not fit?
5.Do
not go
against
customer

5. Step1
Getting
Information
Step2
Giving
Information
Step3
Getting
Commitment
• Learning about
customer
• Find out
interests
• Finding reasons
behind interest
• Describing product
• Giving information
needed to buy a
product
• Differentiate the
product
• Resolving
uncertainties
• Ask for order

6. How do customers make buying decision?
Y
Y
YN N
Cognitive Thinking
Divergent Thinking
Convergent Thinking
Understand situation
Explore options
Select the best
option

7. Win- Win matrix
I win
You lose
I lose
You lose
I lose
You win
I win
You win
Avoid by focusing each
SSO on Win-Win
Profitable and
comfortable, but not a
matter of luck!
‘Buying the business’
“BACKLASH”
Two stages – Buyer’s
remorse, then Buyer’s
revenge

8. Four questions to ask yourself before you make a call
1.Why am I
here?
2. What do I
want the
customer to
do?
3. Why should
the customer
see me?
4. Do I have
the
credibility?

9. Product/
service
Specific,
clear and
concise Definable or
Measurable
Tied to
timeline
Usually not
connected
by. “and”
1.Why am I
here?
Sales
Objective
Criteria

10. 2. What do I
want the
customer to
do?
Clear single
objective
Ability to visualise
customer actions
Traditional sales call
goals are :
• Too general
• Unrealistic
• Salesman oriented
Commitment of Action:
• Win-Win
• Specific
• Realistic

11. 3. Why should
the customer
see me?
Valid Business reason
Give
information…who
and why
Foundation to
discuss
customer’s
Concept

12. Critical prerequisites
• Purpose of appointment – customer’s perspective.
• Preparation.
• Optimum use of time.
• Courteous and “effective.”
• Set mutual expectations.
• Statement of reasons for meeting.
Setting Appointment Expectations
• Clarify your selling responsibilities.
• Clarify customer’s responsibilities.
• State purpose of meeting-customer perspective.
• Identify people to be present.
• Itemize materials needed.
3. Why should
the customer
see me?

13. 4. Do I have
the
credibility?
No Desire No Money No need
No Urgency No Trust
Why
customers do
not buy?

14. 4. Do I have
the
credibility?
TRUST
Your experience
Knowledge
Presentation
Associations

15. “Questioning Process”
Traditional selling
advice:
“Never ask
questions to
which you don’t
already know the
answer.”
Conceptual Selling
advice:
“Never ask a
question to which
you already know
the answer.”

18. Happy Selling !
Presented by : Saurabh Mhase
Universal Business School