conceptual selling

Conceptual Selling

By June 24, 2021 July 30th, 2021 No Comments

For the purpose of planning and carrying out customer interactions 

There are critical points in every sales cycle where what you say and how you say it can have a significant impact on the outcome of the deal. It starts with your first sales call and continues through every interaction you have with your prospect. 

Conceptual Selling assists salespeople in aligning their selling process with the buying process of their customers. It enables salespeople to see the situation from the customer’s point of view and devise win-win solutions for both organizations.

Typical sales challenges or problems that can be helped or solved:

  • Weak sales forecasting accuracy, wide variation between optimism and pessimism
  • No measurable goals for meetings
  • Assessment of meetings and progress based on feelings rather than facts 
  • No understanding of the most important strengths and differentiation from the customer’s perspective 
  • Low contact level within accounts, not finding ways past gatekeepers 
  • Difficulties securing meetings with right decision makers
  • No knowledge of where the customer is in his own buying process
  • Assuming the need and the solution the customer is looking for


  • Conceptual Selling is a method for planning and carrying out effective customer interactions. It ensures customer-centric behaviour and aligns sales activities with the purchasing and decision-making processes of customers. 
  • Provides a process for planning and executing effective customer interactions
  • Focuses on the customer’s buying process and the reasons why the customer is doing  something
  • Aligns the selling process to the customer’s buying and decision making process 
  • Creates differentiation by focusing on strengths as the customer perceives them 
  • Determines your position in relation to the competition and the customer’s commitment level 
  • Determines how likely the sale is, what buying criteria and buying motivations customer’s representatives have
  • Determines the real-world competitive advantage of your product, service, or solution and develops an action plan based on it

Typical benefits:

  • Increases close ratios
  • Shortens sales cycles by assisting customers in their decision-making process
  • Aids in the development of long-term customer relationships
  • Increases average deal size
  • More productive sales organization 

Enables salespeople to:

  • Recognize real decision makers and position the solution to them 
  • Ensure the sales opportunity continues to move forward 
  • Ensure productive use of the salesperson’s and the customer’s time
  • Find a valid business reason for every customer interaction
  • Be client focused and results oriented
  • Shorten sales cycles 

Enables sales management and senior leadership to:

  • Determine where to best allocate resources for customer meetings, including their time; 
  • Ensure the sales process is moving forward with each customer interaction; and 
  • Professionalize the sales team by identifying and enabling consistent best-practice behaviours. 
  • Strengthen communication between field sales and sales management.

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