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.
SpecificationsAs 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."
CapabilitiesA software salesperson doesn't pitch an integration adapter they pitch the ability to access your enterprise data from mobile.
DesignAn 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.
FunctionsA 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.
PerformanceA 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.
RiskA fleet automobile salesperson shows a customer a crash test video alongside that of a competitor to show why their model is safer.
QualityA mattress salesperson describes the quality testing process for a mattress that simulates a person jumping up and down 70,000 times on the product.
StatusA cosmetics salesperson mentions a celebrity who was in the shop and purchased the same item a customer is considering.
CultureA 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.
This is the complete list of articles we have written about sales.
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