Businesses that sell to other businesses face special challenges-one of which is trying to determine who in a prospective company actually makes the buying decisions. Business to business marketers now segment industrial markets on the basis of geography, demographics, business personality, and behavior in order to make their selling efforts more efficient. Sales people who sell to businesses also desire to organize themselves efficiently, to do so, many use a method called “strategic selling.” Strategic selling provides a methodology for all members of a salesforce to use in analyzing sales opportunities. This methodology ensures that everyone speaks a common language; for example, an “economic buying influence” is a person with authority to buy. A “coach” is someone who guides a sales person through the customer’s organization. A “technical buying influence” judges how well a product needs technical specifications and a “user buyer influence” is a person who will use the product on a day to day basis. Each of these influences can be in an “even keel”,” growth”, “trouble” or “over confident” mode. A “blue sheet” is provided for every prospect, this form serves as a source of information about the progress being made and the direction in which the selling effort is going. Companies selling products that are very expensive or very technical can especially benefit from strategic selling. For expensive or technical goods or services, the decision to buy is difficult to make because it is economically consequential or complicated. For example, an organization that sell satellite based communications networks for an average of $7 million each uses strategic selling. The firm has shortened its sales cycle in a number of cases, and some sales have been directly attributable to the strategic selling system.
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Q1. How can strategic selling help salespeople make more effective presentations? Q2. Select a product and describe the features and benefits you would emphasize to the following individuals:
a. An economic buying influence
b. A technical buying influence
c. A user buying influence
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sorry i cant help
for such a long question
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