Next Generation Selling Strategies for Today's Experience Loyal Consumer

Next Generation Selling Strategies for Today’s Experience Loyal Consumer This blog post provides a brief overview of the Next Generation Selling Process which is based on years of research, benchmarking, analysis, practical application, collaboration with hundreds of successful sellers and sales managers along with successful personal, front-line sales and sales management experience.

Let's start with a universal definition of selling
Selling: The exchange of goods or services for mutual satisfaction between a buyer (ownership/usage/benefits),
the company (revenue/profit) and the seller (achievement/compensation).

Selling Perspectives (styles) There are two basic selling perspectives, complementary processes and related
styles that are prevalent in today’ business landscape.

    First Generation (traditional) Seller Perspective
    The first generation selling process was typically supported by a manipulative “seller perspective” approach
    that was all about the seller and based on the premise that all targets (buyers) and deals were the same.
    Definition: The seller does everything that he/she can to make the sale.

    Next Generation (contemporary) Buyer Perspective
    The next generation selling process is supported by a non-manipulative “buyer perspective” approach that
    is all about the buyer and is based on the premise that each opportunity and buyer is different.
    Definition: The seller does everything that he/she can to help the buyer make a safe and sound decision
    to select his/her offering.


Buyer Perspective Selling
The next generation selling process is far more successful in today’s experience based marketplace because it is driven by the seller's understanding and ability to respond to any or all of these consumer differences or profiles listed here and not just their own personal selling skills or obsolete selling process.

    1. Purchase (pending) Motives
        Pain Zone (solve problems or meet needs)
        Fulfillment Zone (fill desire or leverage opportunity)

    2. Offerings (Products, services, experiences and the customer experience)

    3. Qualification Factors (need/motive, desire/want, capability/funds ability/authority, capacity/budget,
        buying objectives, decision criteria and opportunity or timing)

    4. Decision Criteria (subjective, objective, financial, performance, relationship and risk)   

    5. Benefit Objectives (top-line/hard dollar and bottom-line/soft dollar impact)

    6. Value Premise (individual benefits, impact and overall value/cost to performance ratio)

    7. Spending Traits (initial investment, total cost of ownership and return on investment)

        Value pricing strategy:          Value buyer           Value shopper

        Economy pricing strategy:    Price shopper        Price buyer

    8. Demographic Profiles (size and scope)

    9. Vertical Profiles (type of business)

    10. Buying Team Profiles (matrix)

    11. Individual Buyer Profiles (DNA)

    12. Decision Process (Strategic investments or tactical purchases)

The Universal Selling Process – The Natural Buying Process
There are only four basic types of selling. Their success requires a keen understanding of the stages of the universal selling process, the corresponding phases of the human behavior change and the physiological buying process.

Sales success often depends on understanding and applying these basic process concepts:

    1. Aligning the buying and selling stage keeps the selling process moving and drives positive sales outcomes

    2. Buyer and seller compatibility fosters positive buyer experiences and increases potential for sales
        and closing ratios

    3. Stage scaling (contraction/expansion) maintains selling process alignment and is shaped by the scope
        of sale as well as other key selling variables.

The Customer Lifecycle Experience – Four Selling Opportunities

There are five basic phases or stages of a customer life cycle which presents four distinct selling opportunities.
(Refer to Customer Lifecycle Experience blog for details)

    Phase 1: Targeted consumer – Suspect phase (strategic marketing and universal access)

    Phase 2: Interested prospect – Prospect phase (tactical marketing and communication)

    Phase 3: Qualified Buyer - Purchase phase
                   Customer engagement - Initial sales opportunity

    Phase 4: Expectant customer – Expectation phase
                   Establish relationship – Customer transition or incremental sales opportunity

    Phase 5: Established client – Performance phase
                   Maintain relationship – Client life cycle and circle of influence (referral) sales opportunity

Four types of selling – Buyer and Seller Profiles

The universal selling process scales to and supports the four basic types of selling.

    Business to Business (Business to Government) Selling

    1. Commercial Sales (consultative seller – new system buyer)

        A. Strategic Sales (complex) – top down approach business window/buying team
            Inductive Approach – solutions benefit, impact and value messaging

        B. Tactical Acquisition (simple) – bottom up approach expert window/purchase process
            Deductive Approach – facts, statistics and features messaging

        C. Team Sale – integrated bottom up and top down

    2. Relationship Sales (relationship seller – established system buyer)

    Business to Consumer (consumer to consumer) Selling

    1. Consumer Sales (closing seller – New product buyer)

    2. Retail Sales (display seller - Commodities buyer)

The Next Generation Selling Process

Outlined below are the universal stages of the Next Generation Selling process which aligns with the natural buying process. Keep in mind that this process will usually progress in the same order each time but the individual stages and/or the entire process can condense or expand based on several selling variables and should be shaped to your specific targeted buyers and offerings through an effective sales action plan.

    Selling Stage 1: Approach Strategies
        Buying Phase 1: Suspect (Awareness – Strategic marketing and universal access)
        Prospect (Discovery – Tactical marketing, communications and approach)

    Selling Stage 2: Engagement Strategies
        Buying Phase 2: Recognition/Interest
        Buyer qualification and opportunity validation

    Selling Stage 3: Analysis Strategies
        Buying Phase 3: Consideration/Feasibility
        Challenges Assessment

    Selling Stage 4: Involvement Strategies
        Buying Phase 4: Trial/Assimilation (Solutions design/trial close)

    Selling Stage 5: Recommendation Strategies
        Buying Phase 5: Adoption/Selection (Presentation, proposal and close)

    Selling Stage 6: Approval Strategies
        Buying Phase 6: Commitment (Close and Transaction)
        Post-sale Follow-up (Reduce/eliminate buyer’s remorse)

Next Generation Selling Process Success Factors

Outlined below are the key selling process success factors that can help move the buyer through the process, maximize seller performance and drive overall sales results at each stage of the process.

    Perspective:    (Buyer Purchase Objectives  /  Maximum Seller Objectives  /  Minimum Seller Objectives)

    Strategies:      (stage process, contact flow implemented for every buyer and selling situation)

    Skills:              (selling techniques, variable based on individual buyer and specific selling situation)

    Knowledge:     (information/data)

    Resources:      (seller support tools and resources  /  buyer purchase support resources)

    Expectations:  Buyer expectations                                      Industry protocols
                             Company standards and procedures           Individual seller ethics

    Evaluation:     (Potential for the Sale)

Next Generation Seller Success Factors

Listed here are the individual seller success factors that can drive performance and maximize personal selling results.

    The 20% Factors – Born to Sell
    Seller DNA profile
        Driver or Expressive (Wilson)   /   Dominant or Influencer (DISC)   /   Profile detection and versatility
        Perspective/Attitude, Confidence/Courage, Desire/Motivation, Presence/Appearance, Principles/Values

    The 80% Factors – Learn to Sell
        Worth Ethic   /   Organization (Time management)   /   Process   /   Knowledge (Information)
        Strategies   /   Skills   /   Resources   /   Influence (Persuasion)

Next Generation Sales Force Management

Outlined below are the key elements of effective next generation sales force management, selling team leadership and individual seller coaching.

    Sales Force Scope
    Definition of the sales force scope of responsibility

    Sales Force Culture
    Effective next generation sales management is built on a results culture.
        Activity driven – Can’t-do perspective with a focus on management, control and reporting
        Results driven – Can-do perspective with a focus on leadership, motivation and expectations

    Sales Force Configuration
    Sales force and selling team organizational structure

    Sales Force Staffing Strategy
    The next generation sales force recruiting strategies must support the results driven culture through a
    profile, model and predict strategy.
        Hire, assume and hope
        Hire the best sellers, assume they know how to sell and hope that they perform as they have in the past.

        Profile, model and predict
        Profile the type of seller you want to recruit, build a successful sales model (action plan) then recruit,
        hire, train and develop sellers to that profile.

    Sales Force Management
    Convert available resources to desired results

    Selling Team Leadership
    Synergize teams to incremental production

    Individual Seller Coaching
    Motivate individual sellers to maximum performance

    Direct Sales Engagement
    Personal sales contribution and direct seller support

For more information about driving your organization’s business performance through effective planning, timely
and aggressive implementation of your unique Next Generation Selling Process contact BPRG today!
To schedule a FREE 60 minute business performance discovery desktop conference
call 937.434.BPRG (2774) or email info@BusinessPRG.com


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