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9 Examples of Concept Selling

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Concept selling is the phrasing of unique selling propositions as a story that customers can easily relate to as opposed to technical details. This can be applied to marketing and sales of products, services and assets. The following are illustrative examples.


As opposed to saying "this apartment is 45 square meters" a real estate agent might say it's "a small efficient space that's perfect for students and young professionals."


A software salesperson doesn't pitch an integration adapter they pitch the ability to access your enterprise data from mobile.


An aircraft salesperson doesn't go into engineering details about an aircraft's wings but states they are 2x stronger than a previous model and mentions interesting sounding materials such as quartz-fibre reinforced plastic.


A chair salesperson doesn't tell an office manager about all the position settings available in an ergonomic chair. Instead they explain how the chair reduces costly repetitive strain injuries.


A salesperson doesn't explain the high availability features of cloud-based software but simply mention that the platform was down for less than 4 minutes last year.


A fleet automobile salesperson shows a customer a crash test video alongside that of a competitor to show why their model is safer.


A mattress salesperson describes the quality testing process for a mattress that simulates a person jumping up and down 70,000 times on the product.


A cosmetics salesperson mentions a celebrity who was in the shop and purchased the same item a customer is considering.


A green tea salesperson tells a colorful historical story about the terroir of their tea. For example, a story about how historical crop burning practices resulted in a large amount of soil carbon on the plantation.
Overview: Concept Selling
The phrasing of unique selling propositions as a relatable story.
Related Concepts


This is the complete list of articles we have written about sales.
Account Management
Ambiguity Effect
Bargaining Power
Bias For Action
Bliss Point
Business Relationships
Buyer Persona
Call To Action
Choice Architecture
Churn Rate
Closing Techniques
Complex Sales
Concept Selling
Conversion Rate
Curiosity Drive
Customer Lifetime Value
Customer Motivation
Customer Needs Analysis
Customer Persona
Customer Profitability
Customer Relationships
Customer Retention
Customer Satisfaction
Customer Service
Deal Desk
Decoy Effect
Default Effect
Fear Of Missing Out
Figure Of Merit
Final Offer
Hard Selling
Ideal Customer Profile
Lead Generation
Lead Qualification
Low Ball
Marketing Channels
Message Framing
Needs Identification
Negotiation Process
Nudge Theory
Objection Handling
Personal Selling
Pricing Strategy
Product Differentiation
Product Knowledge
Promotion Strategy
Sales Activities
Sales Analysis
Sales Channels
Sales Data
Sales Development
Sales Efficiency
Sales Force Automation
Sales Goals
Sales Management
Sales Metrics
Sales Model
Sales Objectives
Sales Pipeline
Sales Planning
Sales Process
Sales Quotas
Sales Risk
Sales Skills
Sales Strategy
Scarcity Marketing
Soft Selling
Solution Selling
Trade Fairs
Willingness To Pay
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