Example Of Selling The Concept:
I know a person who was a franchisee selling real estate and employed this theory in his favor. He would talk to brokers and explain that franchising was an effective solution to the issues of marketing, recruiting, and training agents, and not forgetting the prospect of attracting buyers and sellers to real property. Once the broker accepted the idea of franchising as a solution and only then did it become logical to begin explaining the benefits and advantages of his particular franchise. If they had not accepted the concept behind franchising, they wouldn’t have a chance to buy into his specific brand or the franchise business the broker represented.
Think about how this notion influences your buying decisions. With every purchase, you’ve made a commitment to one idea or another. Imagine you’ve decided to relocate to a bigger house and had to locate movers to move your furniture and other things. When you are looking into different possibilities for getting the job done, two salespersons show up at your house. One of them offers the services of two employees who operate the giant truck. The name of the company has the following meaning “Two Clumsy Ex-Cons With An Older truck,” and their slogan is “Nobody can move you for less.” The second salesperson is also a skilled employee that operates the giant truck. The truck is equipped with air ride suspension, and their employees are drug tested and bonded. They also offer certified packers and written assurances of complete satisfaction. Their slogan is “A Full Service Moving Company Which Always Exceeds Your Expectations”.
If you are a homeowner and you are only looking for the lowest price, the idea that comes with “Full Service” will be challenging to take in. The extras are likely to be more costly, and it’ll make it difficult to convince the seller of the price to you. At the same time, you might pay a little more for a certified packing service which will almost guarantee that the antique dishes of your grandmother will be safe to deliver, but that assurance is likely to be ignored.
However, in the event that you’re more worried about the security and safety of your house and belongings, then you’ll be more open to the idea of moving services that are full-service. It’s possible that you’ll be willing to shell some extra cash for the security that they can provide. It’s only when you are satisfied with their method that you’ll be ready to pay for their service. At present, a full-service firm is a better option. If you are a believer in that notion initially, it is easier to sell the added cost of a certified professional packer.
As an agent of sales, it will be difficult to overstate the significance of this simple concept. If your customers don’t buy into the value proposition of your product, whether it’s security, reliability, or something completely different, talking to them about additional attributes is likely to be an unnecessary waste of time.
The Power Of Concept Selling:
Concept selling is applicable to nearly any industry. For instance, think of cars. If someone is sold by the idea of fuel-efficient, personal transportation upon demand, they’d be willing to listening to a sales pitch for small, efficient vehicles. However, they wouldn’t be attracted to hear someone pitching an SUV Minivan and pickup truck as they represent the opposite of transport. It’s difficult to convince people of the idea of a vehicle that consumes gas as a customer is looking for fuel-efficiency.
It’s possible to think that the concept of selling doesn’t pertain to your company. It’s easy to spot the connection when the product is personal, such as portfolios of investments or moving services. But what if you’re selling business-to-business? It’s easy to imagine that business-to-business products benefit from the basis of price only. In reality, in the event that you fail to market your idea as superior, the price is usually the primary factor for many clients. But, in this situation selling the concept does not get less critical; it is more crucial in a business-to-business setting. Everything sold and bought has an idea or notion that is behind it. The nuts and bolts have much more than they seem.
My client sells industrial assembly and tooling systems. The equipment they sell is used for assembling automobiles as well as other industrial items all over the world. Through the use of computer sensors, they can fasten bolts with accuracy, making sure that the metals and other materials are securely fastened every time.
It’s possible that it’s enough to be enough if they just made great tools, and they have. However, they’ve gone further. They realize that quality is only a small part factor for buyers. It’s crucial that their equipment is working correctly, and it’s equally vital that they work all the time. To ensure this, they’ve created a system of scheduled reliability maintenance which they offer along with their tools, to ensure that their customers do not have expensive interruptions. Some customers don’t appreciate or needs the benefits of routine reliability monitoring. Some small shops run using a ‘run until failure model, deciding to cut costs on their purchase and phone a repairman in the event that the tools fail. Some view the guarantee as an additional expense that can be eliminated from the budget. Their theories don’t correspond with firms.
The salesperson must make. They may decide to try to communicate their idea of superiority to the client and try to convince them of the same viewpoint. If the customer isn’t convinced, they may be able to sell without the need for reliability maintenance. If this alternative isn’t available, they could simply quit the sale and seek out new customers who understand and appreciate the idea that is being presented.
It is essential to realize that it’s the moment that both sides view things in the same way that something can be purchased and sold. The salesperson’s job is to present the best idea first. When they do this, then the customer gains, and the competition gets annoyed.
Key Sales Point:
The concept selling method is easy. It is the first thing to look at your service or product from the buyer’s viewpoint. Take into consideration the benefits that be gained by purchasing an improved outcome from you. Then consider the idea a bit deeper.
It’s only once you’ve established a connection with your client on a conceptual level – that is, the notion of something that is better for them or their company – that the specifics of your product or brand can make sense as solutions. If your customers don’t buy into your product on an idea level, then you’ve got an option to choose from. In the short term, you can attempt to make them aware of the reasoning of your product or try to sell them something by negotiating prices. I always suggest selling your worth and not focusing on price. In the long run, you’ll be able to find those customers who appreciate your unique concept and comprehend the idea you’re promoting.