Many thanks for the authors of this article; Thomas Kratzert is vice president in A.T. Kearney’s communications and media practice. Michael Broquist and Håkon Tanem and associated consultant Frank Robert for their invaluable assistance in preparing this article.
The most successful sellers don’t focus on specific product attributes or even solution superiority. Rather, they present a solid business case and compelling opportunity (see figure 1).
Because the focus is on solving significant business issues, the consultative seller wins favour by presenting a convincing business case and truly differentiating its offering from the competition’s. The value proposition typically includes a significant amount of partnering, and for equipment suppliers, a large services component.
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| Sales Strategies |
The process runs through three major phases:
All these phases presuppose that the delivery team is able, competent and highly skilled at presenting to groups and in the psychology of sales techniques. These aspect are often overlooked in the excitement of a pitch, but to make it a great pitch these skills are as necessary as all the technical and business competencies that your team possess. [Inspirational Seminars]
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