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Strategic Selling
Strategic selling is a systematic and proactive approach to the sales process that focuses on understanding and addressing the unique needs and challenges of customers.
This methodology involves aligning sales strategies with the broader goals and priorities of both the customer and the selling organization.
Strategic selling goes beyond transactional interactions, emphasizing long-term relationships, value creation, and collaborative problem-solving.
What is strategic selling?
Strategic selling is an approach to sales that emphasizes a deep understanding of the customer's needs, aligning solutions with those needs, and building long-term relationships to achieve mutual success.
What are the key components of a strategic selling process?
Key components of a strategic selling process:
- Prospecting and qualification: Identifying potential customers and qualifying leads based on their fit with the product or service.
- Needs assessment: Understanding the customer's challenges, goals, and requirements through thorough needs assessment.
- Solution presentation: Tailoring the presentation of the product or service to align with the identified needs and demonstrating its value.
- Objection handling: Addressing any concerns or objections the customer may have, ensuring a smooth progression in the sales process.
- Closing the deal: Guiding the prospect through the final steps to secure the sale.
- Relationship building: Nurturing and maintaining relationships with customers post-sale to encourage repeat business and referrals.
What is strategic selling vs conceptual selling?
Strategic selling focuses on aligning a sales approach with the structure of complex B2B deals involving multiple decision-makers.
It emphasizes identifying key players, understanding their roles, and developing win-win strategies that resonate with the buyer’s business goals.
The strategic selling technique is commonly used to navigate high-stakes sales environments with long cycles.
In contrast, conceptual selling centers on understanding the buyer's concept of a solution rather than just pitching a product.
It aims to uncover the customer's needs, perceptions, and desired outcomes through consultative dialogue, ensuring the sales proposal matches the buyer’s vision.
Why is strategic selling important?
Strategic selling matters because:
- Most enterprise deals involve several influencers with different agendas.
- It helps salespeople navigate internal politics, build consensus, and reduce deal risk.
- It leads to more predictable sales outcomes and stronger long-term relationships.
Using a strategic selling technique equips reps to handle objections, secure stakeholder buy-in, and close large, high-stakes deals effectively.
How does strategic selling work?
Strategic selling works by using a structured process to:
- Identify all individuals involved in the buying decision.
- Classify them into roles such as economic buyer, technical buyer, or user.
- Understand each stakeholder’s goals, concerns, and influence.
- Tailor messaging and engagement strategies accordingly.
- Use a strategic selling framework to plan, track, and execute the deal.
This approach ensures reps stay organized and focused throughout the sales journey.
How is selling time defined in strategic selling?
In the strategic selling technique, selling time refers to activities that directly influence the buyer’s decision.
It includes:
- Face-to-face meetings or calls with stakeholders.
- Tailored presentations or solution demos.
- Strategy sessions based on the buyer’s organizational structure.
It excludes:
- Administrative tasks and internal meetings.
- Time not spent engaging with or impacting the buyer’s journey.
How to strategically sell?
To strategically sell, reps need to follow a systematic approach that aligns with the buyer's goals and decision-making structure. Steps to sell strategically:
- Identify all stakeholders involved in the decision.
- Categorize them (economic buyer, user buyer, technical buyer, etc.).
- Understand each stakeholder’s concerns and priorities.
- Tailor messaging and solutions to address specific pain points.
- Use the strategic selling framework to plan and track progress.
- Build long-term relationships, not just quick wins.
Strategic selling is all about planning, influence, and delivering value that resonates with the buyer’s business needs.
Enquêtes sur le pouls des employés :
Il s'agit d'enquêtes courtes qui peuvent être envoyées fréquemment pour vérifier rapidement ce que vos employés pensent d'un sujet. L'enquête comprend moins de questions (pas plus de 10) afin d'obtenir rapidement des informations. Elles peuvent être administrées à intervalles réguliers (mensuels/hebdomadaires/trimestriels).
Rencontres individuelles :
Organiser périodiquement des réunions d'une heure pour discuter de manière informelle avec chaque membre de l'équipe est un excellent moyen de se faire une idée précise de ce qui se passe avec eux. Comme il s'agit d'une conversation sûre et privée, elle vous permet d'obtenir de meilleurs détails sur un problème.
eNPS :
L'eNPS (employee Net Promoter score) est l'un des moyens les plus simples et les plus efficaces d'évaluer l'opinion de vos employés sur votre entreprise. Il comprend une question intrigante qui permet d'évaluer la loyauté. Voici un exemple de questions posées dans le cadre de l'eNPS Quelle est la probabilité que vous recommandiez notre entreprise à d'autres personnes ? Les employés répondent à l'enquête eNPS sur une échelle de 1 à 10, où 10 signifie qu'ils sont "très susceptibles" de recommander l'entreprise et 1 signifie qu'ils sont "très peu susceptibles" de la recommander.
Sur la base des réponses, les salariés peuvent être classés dans trois catégories différentes :
- Promoteurs
Employés qui ont répondu positivement ou qui sont d'accord. - Détracteurs
Employés qui ont réagi négativement ou qui ont exprimé leur désaccord. - Passives
Les employés qui sont restés neutres dans leurs réponses.
