Strategic selling

Strategic selling: Instruments and methods

• Strategic customer qualification, sales opportunities vs. knock-out criteria.
• Assess the chances of profit and the relationship between benefit and expense.
• Recognize latent needs - create acute needs.
• How do you differentiate yourself from the competition if the customer doesn't know what they want or knows exactly what they want?
• Unique selling propositions, customer benefits and competitive differentiation: USP, competitive selling points, benefit matrix.
• Gain and maintain control and an overview of ongoing projects.

Using purchasing networks and processes for your own sales success

• Know and use typical purchasing processes.
• Analysis of the contact persons: their role in the decision-making process, positions, objectives, opportunities to exert influence.
• Political structures and internal network of the customer: Hierarchy, access to decision-making levels.
• Development of a win-win-oriented relationship strategy: building up mentors and V-people, identifying helpers, influencing decision criteria and winning contracts.

Optimize sales processes

• Understanding the customer's purchasing situation.
• Align sales processes with the customer's purchasing situation.

Value selling: the right solution from the customer's perspective

• Sharpening customer understanding, understanding the customer holistically.
• Perceive customer benefits.
• Strengths/weaknesses analysis.
• From product to solution and value-added sales.
• Use resources more efficiently.
• Formulate measurable goals.
• Presenting and implementing solutions to decision makers and buying centers.

Excursus: Strategy and tactics in sales and negotiation talks

• Strategic interview guide for the initial interview.
• Strategy for a negotiation meeting.