The Four types of Selling and why they Matter

-



In my Ten years of been in the market field I come to terms to know that people will first buy you before anything you present. Today, selling has become an integral part of the global economy, with various models such as B2B (business-to-business) and B2C (business-to-consumer) sales, e-commerce, and digital marketing. While the methods and technologies have evolved, the core concept of selling remains: connecting products and services with those who need or desire them.
You must always understand that Sales is the dynamic and essential process of connecting products, services, or ideas with potential customers. It involves understanding customer needs, building relationships, and effectively communicating how a product or service can provide value and solve their problems. Follow this four ways of how to sell and why they are essential:


 Transactional selling

The lowest rung of selling is transaction selling (trust us when we say it is barely selling). Transactional selling is exactly what the name outlines. Customer asks question A, sales individual replies to question A. Customer asks for a discount, sales individual gives 10%. You get the picture. There is minimal pro-activeness and hope is the main strategy of this system. Transactional selling is only in a type of selling because there is an attempt to close out business. Needless to say, transactional selling is the starting point of a sales individual’s career and if they don’t move out of this type of selling the end of their careers also.


Feature selling

Sadly, many of the sales individuals we have spoken to over a period of time are stuck in the feature selling space. Feature selling is all about answering customer questions with a feature.

For example:

Customer: I want to buy a phone.

Sales individual: Great! what do you want in a phone?

Customer: Something with a good camera.

Sales individual: I have just the phone for you, here is the XYZ phone. It has a 16 MP camera, a very loud speaker phone and above all….

We are sure you have been subjected to this kind of sales pitch in the past. This method only works if you are lucky or if everything you say is exactly or largely what the customer is looking for. Not to mention, such comparisons usually end in pricing comparisons.

Feature selling is also the best way to bore a prospect before he becomes a customer. Talking to a customer non-stop about product features that are not relevant to him will bore him, no matter how patient your prospect is or how good your pitch is.


Value Selling

For a very long time, value selling was at the pinnacle of sales. People who were able to value sell were successful and closed business effortlessly. Even today, most sales individuals that can value sell are successful.

I truly believe there is nothing wrong with value selling and it serves a lot of purposes. The only time value selling fails is in large B2B deals. Larger deals are complex and demonstrating value alone does not ensure success. Value selling works effortlessly when it comes to smaller ticket deals where the sales cycle is not very large.

However, as per CEB’s exhaustive research nearly 5.4 stake holders are involved in a standard B2B sale. This means that it takes more than just value selling to close deals. I would like to clarify that it is not possible to do get to the next level of selling without first understanding the basics of value selling.


Consultative selling

As it stands today, consultative selling is the highest level of selling. It is selling Zen. We are sure, the day is not far when a new level of selling does not come to the fray. Consultative selling involves everything in value selling but adds elements like industry insights, consulting (instead of selling) to the equation. To put it in words, a consultative sales pitch will involve much more than just pitching the value.

For example:

Sales Individual: "As you might be aware that 5% of all users are currently using their mobile phones to make these videos. I understand you have already invested in the desktop side of the business, but our research shows that mobile is the future. I am sending across a whitepaper for your perusal".

The above pitch is coming from a sales individual that sells primarily desktop products. The point we are trying to make is, that consultative sellers are not trying to introduce just their products but also trying to act as a true consultant to their prospects. While the above is a small example in the world of consultative selling, it should point out to the maturity needed to pull it off.


Comments

Post a Comment

Popular posts from this blog

What to Do When Your Boss Asks You to Train Your Replacement

-
Image
You sit at your desk, going about your daily tasks, when you get an unexpected message: “Can you meet me in my office for a quick chat?” It’s from your boss. You head to the office, curious but not overly concerned. However, as soon as you sit down, they drop a bombshell: “We’re bringing in someone new to take over your role, and we’d like you to train them.” You blink, caught off guard. The room suddenly feels smaller, and your mind races with a thousand thoughts: *Why? Am I being replaced? What did I do wrong? Before you let the panic set in, take a deep breath. While this situation is uncomfortable, it's also one that many professionals face at some point in their careers. Here's how to navigate it with grace, professionalism, and strategy. 1. Keep Your Emotions in Check Your first instinct might be to react emotionally, whether that’s anger, shock, or disappointment. This is understandable, but don’t let your emotions drive your response. Losing your cool or las
Read more

I met Tunde when I was 26. He was my first love, the man who made me believe in forever...

-
Image
I met Tunde when I was 26. He was my first love, the man who made me believe in forever. We spent 11 years together, sharing dreams, laughter, and countless secrets. He disvirgined me, and I believed in our love so deeply that I sacrificed everything for him, even enduring the pain of aborting pregnancies six times because he wasn't ready to be a father. But now, at 37, I face the harsh truth my body can no longer carry a child. Tunde, ever the sweet talker, promised marriage, insisting that I had been the foundation of his success. I supported him through thick and thin, helping him rise in his career. But on the day of our traditional engagement, everything fell apart. His parents revealed in court that another woman was pregnant with his child, and they were already planning a wedding for him and this new woman. I was devastated, but my siblings urged me to continue with the marriage. "You've come too far to turn back now," they said. Torn between their
Read more

"But was it fair? Was his decision just?" Madam Ireti Tells her Story of Regret

-
Image
I sit alone in my small room, the Bible resting on my lap. The verses, once so familiar, seem distant now, as if they belong to another life. I close my eyes and try to find comfort in prayer, but the words catch in my throat. My heart is heavy with the burden of what I’ve done, and I’m unsure if I can ever truly forgive myself. The memory of that day is as sharp as the cane I used. I see Chibuzor’s innocent face, hear his cries, and feel the weight of the cane in my hand. It was meant to teach him a lesson, to correct him, but instead, I took his life. I can’t escape that truth, no matter how hard I try. The trial is over, but my soul is not at peace. Judge Olayinka was kind, I suppose, considering what could have been. He did not send me to prison; instead, he asked that I serve the community and care for the children, the ones I can still help. He also ordered me to support Nneka, to help ease the burden of her loss.  But was it fair? Was his decision just? I wonder if h
Read more

Managing Intimacy in a Single-Room Apartment with Kids: Navigating Privacy in a Busy Urban Lifestyle

-
Image
Living in a bustling urban environment often means adapting to limited space, especially when raising kids in a single-room apartment. Maintaining intimacy with your partner in such close quarters can be challenging, but with a bit of creativity and strategic planning, you can create the privacy you need. Here’s how to manage intimacy in a single-room apartment while navigating the dynamics of urban living. 1. Embrace the Nightlife Urban areas are known for their vibrant nightlife, which can offer you opportunities for privacy. - Late-Night Moments: Once your kids are asleep, the late-night hours can be your time to reconnect with your partner. The quiet of the night can provide the calm and privacy you need to enjoy each other’s company without interruptions. - Work Hours Flexibility: If one of you works late or night shifts, plan your intimate moments during the times when your children are occupied during the day, such as when they’re at school or with a caretaker. 2. L
Read more

"What Should I do? It wasn't My Intention For Her To Die"

-
Image
One afternoon, I realized I had run out of sugar. The thought of stepping out to get some felt like an unnecessary bother, especially since it was such a hot day. As I sat on my porch, I noticed Adebisi, the young girl from next door, playing outside. Her laughter echoed in the air as she skipped along the path, her joy contagious. Without much thought, I called her over and handed her some money. “ Could you help me buy some sugar from the shop down the road, my dear ?” I asked her, my voice gentle. She nodded eagerly, always so willing to help, and dashed off toward the main road. I settled back into my chair, waiting for her to return, but within minutes, I heard the screeching of tires, followed by a heart-stopping thud. My pulse quickened, and dread filled my chest as I rushed to the road, hoping praying it wasn’t what I feared. But there she was, lying still on the pavement, surrounded by a growing crowd. Adebisi, the little girl with so much life, was now lifeless. M
Read more

This is so Interesting, Take A Chair, Sit and Enjoy.

-
Image
It was October 2010 when I joined a very popular school in my area. The school was well-known, and I was excited to be a part of it. I remember the first day vividly, and I might even have a picture of myself from back then. I’ll check my phone album tomorrow morning and drop it in the comments section. The school had a supervisor, a man from the Auchi tribe in Edo State. He was a close friend of the proprietor, who was unfortunately terminally ill at the time (he has since passed away). The supervisor’s two sons, David and his younger brother, Mark, were both on full scholarship, courtesy of the proprietor. The supervisor’s job was mainly to ensure everything at the school was running smoothly. It was the biggest and most popular school in the area back then, with separate locations for the primary and secondary sections. The supervisor’s wife, who everyone affectionately called Mummy David, was a completely different personality from her husband. She was a lovely soul—fun
Read more