FBC #16 – Selling (Spine) [2 pages]

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An Operational Concern: Presidents, Vice Presidents, Managers

Selling is any conversation whose intention is to produce a transaction.

A “sale” is a commitment to accept an offer, or to engage in a transaction.

Selling, or producing transactions, is the focus of every career and business because it is the action, or location, from which money, or profits, are made.

In IR#4, businesspeople’s and business’ opportunities to sell and produce transactions have exploded, and so has the skill needed to make “enough money” to qualify as earning a living, or becoming rich.

Selling is no longer local or convenient.

It’s global and requires capabilities to redesign sales conversations for new offers, practices, narratives and strategies throughout the day, or every 15 minutes.

To sell well enough to earn a living, or become rich, in IR#4 is significantly more challenging than it was in IR#3 because of rapid change, increasing complexity, global competitors and computer-driven technologies.

Together they require IR#4 Businesspeople to know:

Exactly what they are doing in each part of The Sales Conversation

How to design a completely new sales conversation in 15 minutes as the fresh, new offers, practices, narratives and strategies, including goods and services, produced throughout the global marketplace change.

The parts of The Sales Conversation IR#4 Businesspeople need to know how to design, craft, speak, fulfill and produce satisfaction with at any time are:

Marketing

Producing or finding “markets”, which are people or businesses who want some form of help

Prospecting

The production of a specific market, or someone or some business who wants a specific form of help

Greeting

Establishing a relationship and one’s superior capabilities to offer help (gifts of knowledge)

Qualifying

Producing a customer who is ready to accept an offer by helping them constitute their ambitions and requests, and by creating assessments of trustworthiness, value, authority and leadership

Presenting

Making a proposal or inviting Buyers to accept offers, practices, narratives and strategies by reviewing previous claims, establishing superior identities and making a proposal

Handling Objections

Taking care of Buyer’s concerns when necessary so that they will accept an offer

Closing

Requesting and agreeing to make a transaction

Re-Closing

Checking after the close to make sure Buyer’s concerns, worries and objections are truly resolved and they have no regrets

Fulfilling

Producing promised “conditions of satisfaction”, transferring ownership and delivering goods and services

Producing Satisfaction

Creating moods of satisfaction so that Buyers are willing to accept new offers in the future and help build superior identities of trustworthiness, value, authority and leadership

Selling is “financial” because it is used to produce transactions, profits and money.

It is “strategic” because it is how IR#4 Businesspeople execute The Strategy to produce strategic transactions, rather than complete a task, that increase their capabilities to execute, improve and design new strategies.

It is “competitive” because well-designed and executed Sales Conversations produce or establish competitive capabilities and advantages.