Differentiated Selling

1. # Don't Sell, Help the Buyer Choose
Until a buyer figures out which
immediate needs must be addressed,
whatever that means to them, they will
take no action. If you can help buyers
actually recognise and accept their
immediate needs, you will be in line as
the first supplier or vendor they will
connect with once they decide to
purchase a product – there is nothing
new in that!
# Adapt your Approach
By adapting your sales approach, you
can help the customer to see their best
and most appropriate choices, within the
buying criteria that are constraining
them. You will then be a significant step
closer to winning a sale or sustaining a
business relationship.
In an ever more competitive world it is
imperative that salespeople adopt a shift
in focus - from the problem
solving/solution providing outcome
approach, to a differentiated approach
that will enable a purchasing decision to
happen.
Focus on Differentiated
Selling
A Mercuri International Differentiated
Selling Programme helps define a selling
approach in four areas, based on two
factors: a customer’s preference for your
product or service and the degree of
understanding that they have of that type
of product or service.
Contact us at: clientservices@mercuri.co.uk
or call: 00 44 330 9000 800
# Differentiate Yourself
Make use of difficult economic times to
differentiate yourself as a true trusted
expert advisor by adapting your selling
style. You'll not only get more business
but you’ll get it faster than you
otherwise would in a tough economy, as
you help prospects shorten their
decision/buying cycle. You will also gain
access to the buying decision team,
enabling you to identify and build
towards future business that will close
once the economy improves. You will
then be regarded and respected as a
genuine business partner.
# And Finally
Remember that buying criteria in the
current economic conditions can be
quite separate and different from the
product purchase/sale criteria to which
you may be more accustomed.