Selling synonyms, selling antonyms

Do you lead with solutions? Offer a consultative experience? Perhaps you’re the type that likes to lớn provoke your prospect by stirring up a little data-driven drama.

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How you answer that question depends on what type of selling serves as the foundation for the strategies, methodologies, & messaging used khổng lồ convince buyers khổng lồ make a khuyễn mãi giảm giá.

In this article, I’ll look at five types of selling, their defining characteristics, and explain how successful reps use them today.


What is selling?

Before we dig into the different types of selling, let’s take a step baông xã và provide a definition for what “selling” actually means.

At its most basic level, “selling” refers to lớn any transaction where money is exchanged for goods or services. More specifically, it describes a process of persuading a buyer khổng lồ make a purchase–using a series of planned and personalized communication tactics to influence purchasing decisions.

Done right, selling helps customers determine their needs, creates a sense of desire for products/services, và solves buyers’ most pressing pain points.

In these next few sections, we’ll take a look at some of the most comtháng types of selling today’s reps use on the job.


1. Transactional selling

Transactional selling is a simple, short-term sales strategy that focuses on making quiông xã sales. In this type of sales Mã Sản Phẩm, neither the buyer nor the seller has much interest in developing a long-term relationship.

While transactional selling sometimes gets a bad rap in today’s relationship selling era, it’s still a relevant approach–when used in the right context. Examples include situations where thebuyer wants quiông xã, self-serve options or the organization sells low-cost, generic products và turns a profit by selling large quantities as fast as possible.

Transactional sales are most comtháng in B2C situations–think e-commerce brands or selling movie or concert tickets. However, there are certain scenarios in which it works for B2Bs–think SaaS subscriptions that cater khổng lồ individuals or small teams.

While the “sales” part of transactional selling is mostly hands-off, customer-centrithành phố is, well, central to lớn success. In this case, sales & kinh doanh teams can work together khổng lồ create a comprehensive self-serve sầu knowledge base, hàng hóa demos, articles, guides and other content.

Customer feedbachồng and insights surfaced from sales interactions can be used to address comtháng questions và target key challenges. Ultimately, the goal is to lớn give sầu consumers everything they need lớn make a decision & take action, without hitting any friction points along the way.


2. Solution selling

Solution selling moves away from the transactional approach và instead, focuses on selling outcomes over products và features.

In this sales mã sản phẩm, reps lead with a problem và use various tactics lớn paint a picture of how the buyer’s life will be better once they solve that problem.

Over the past few years, many experts have pointed out some of the drawbacks associated with this type of sales strategy–particularly the fact that few reps have the skills và tech stack to present out-of-the box solutions that buyers can’t find on their own.

According to a 2019 McKinsey report, the average “B2B solutions provider” doesn’t necessarily cđại bại more giao dịch than reps who focus on products, services, or features. In fact, researchers found that solution sellers don’t fare much better than those that follow a more transactional approach.

To be effective sầu, a solution sales strategy must:

Focus on building genuine connections with buyersCreate innovative solutions & quality value propositionsPaint a clear picture of the total business value of the solution–not just the hàng hóa, but the service và experience, tooAlign around the solution–not just the sales team, but the entire organization

The McKinsey report notes that cultivating individual skills, giving sellers more time khổng lồ spkết thúc interacting with customers, and quantifying the impact of lifetime value holds the key to lớn successful solutions-based selling.


3. Consultative selling

On the surface, consultative selling và solution selling appear khổng lồ be the same strategy.

However, despite some similarities there’s an important distinction. Solution selling avoids talking about features and benefits, opting lớn focus conversations exclusively on presenting a solution to lớn the buyer’s problem.

A 2012 Harvard Business reviews article explains that solution selling was an effective sầu strategy in the days before customers had the tools & the know-how to solve their own problems. Aka–before Google was a portal to lớn a whole world of high-end B2B content.

Consultative selling takes it a step further and incorporates solution selling inkhổng lồ a broader strategy that caters khổng lồ buyers capable of identifying potential solutions khổng lồ their problems on their own.

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Here, reps apply a consultative approach lớn the sales process, using a combination of user data, market retìm kiếm, and insights from conversations with the buyer (in this case, the more connected data sources the better).

Sellers then use those insights to lớn craft a narrative sầu that puts the offer in context for the buyer.This approach requires a skilled sales team that understands how to interpret data, ask questions, and unearth important insights during conversations.

Because this type of selling requires a lot of work on the part of the seller, it’s best suited for big-ticket deals, long sales cycles, and a high-touch, multi-platform buyer’s journey.


4. Provocative sầu selling

In 2009, Geoffrey Moore published a piece in the Harvard Business Review entitled, “In a Downturn, Provoke Your Customers.”

In it, he explains that provocation is the best way for sellers to lớn get buyers lớn move sầu past a “buy nothing” mentality by helping customers see competitive challenges in a new light, bringing a sense of urgency to solving specific pains/problems.

Similar to consultative sầu selling, provocation-based sales aims khổng lồ uncover needs and pain points through market retìm kiếm, data analysis, và buyer interactions. Both types focus on guiding customers lớn the right solution, however, provocative selling adds a little antagonism inlớn the set.

Here, reps capture buyers’ attention by creating a sense of crisis và drive action by surfacing emerging opportunities and threats on the horizon.

In recent years, we’ve seen a resurgence in provocation-based selling, with the rise of Challenger Sales. And now, amid the COVID-19 pandemic, provocative sầu selling could be an effective sầu way to create urgency in the face of uncertainty.

This can be an effective sầu approach but it can be hard lớn pull off for a couple of key reasons.For one, it works best with top-performing sales reps with true expertise. Reps must combine their market/industry insights with facts & figures that ground their recommendations inlớn a tangible reality.

Second, provocative sầu selling requires some seriously advanced soft skills. Sellers must be able to lớn “read the room,” & have sầu a clear understanding of when provocation will drive action or simply irritate and frustrate the buyer.


5. Collaborative selling

Collaborative sầu selling is similar lớn consultative sầu selling in that the core focus is on developing relationships và understanding buyer needs, challenges, and goals–but this approach takes things to lớn the next cấp độ and places the customer at the center of their own narrative sầu.

Here, the buyer plays an active role in the sales process và works collaboratively with sales reps–yes, multiple reps–khổng lồ identify và implement solutions that help them achieve high-cấp độ strategic objectives.

Gartner calls this process “sense-making” in a 2019 report that called attention khổng lồ the need for sellers to help overwhelmed buyers navigate the buying process by reducing skepticism & helping them build confidence.

According lớn the report, 89% of buyers say that most of the information they encounter throughout the sales process is generally “high unique.”

Meanwhile, 44% of buyers say that they struggle with the fact that multiple suppliers provide seemingly credible, fact-based information that is often contradictory.

The goal of collaborative sầu selling is setting the stage for lasting relationships that look more lượt thích strategic alliances than traditional one-and-done transactions.

To pull this off, all customer facing teams–sales, marketing, service, and support–must align around the same data, goals và metrics, working together to continuously create value for the consumer.

Find out how Revenue Grid uses AI lớn make it happen here.

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Final thoughts

Though the concept of sales dates as far baông xã as humanity, we’re constantly evolving our approach khổng lồ keep pace with the ever-changing buyer.

While there’s a clear progression from transactional to collaborative sầu selling, the reality is, each of these sales types can be used effectively with the modern buyer–so long as the focus remains on delivering value to lớn the consumer.

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No matter which type of selling you choose, a complete toolset that covers your full sales cycle will phối you on the road lớn repeatable revenue. Try Revenue Grid & see how it can benefit your business today.


Chuyên mục: Digital Marketing