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Conceptual Selling

Conceptual selling is the opposite of traditional or stereotypical sales. It is recognizing that there is a natural thought process that goes on in someone's mind when they are considering buying something. There are three phases;

1.Cognition Thinking

2.Divergent Thinking

3.Convergent Thinking

Cognition Thinking

Let's take a look at the example of a person buying a drill. People don't go and buy drills just for the fun of it, they buy drills because they need a hole. It won't matter if you have the best, you beaut, state of the art drills in the world. If a person doesn't need a hole, you will have a pretty hard time selling them a drill.

This phase is when a person has a concept of a perceived need. A person won't all of a sudden think, "hey I think I will go out and buy a drill today". When a person is cognizant that their is a discrepancy between where they are and where they want to be, this is referred to as 'Cognition Thinking' in conceptual selling. It is at this point a person is developing a concept of what they need.

A word of warning, even if a person has already formed their concept, it doesn't mean they will automatically buy form you. The first part of you job in selling is connecting with that person, and understanding their concept, and no, it is not a drill, it is a hole!

This process is how rapport is built, if you have someone come to you with a concept of what they want, take the time to understand it, perhaps even expand on it, who knows that person may also leave with drill bits, safety goggles, and an extension lead.

Divergent Thinking

Divergent thinking is when the person starts to explore of the possible solutions for their perceived problem. It may well be that they go over to uncle Freddy's and borrow his drill. They may decide to hire a drill for the day. They may decide that they just can't live without a drill in their tool shed.

This is where your marketing comes in. Bob goes to the web and does a search for 'power drills', and their you are. Jim's Handyman's Tips & Tools website. Bob likes what he reads, thinks that old Jim really knows what he is talking about, goes to the 'contact me' button and makes the call, or sends the e-mail.

When Bob calls and says, "I am looking for a drill", Jim doesn't start raving about the latest and greatest drill that he has to offer. He asks quietly and calmly; "what kind of work are you planning in doing with it? How many holes, What size, What are you drilling into?"

Jim is now positioning himself as a consultant, not a salesperson. Jim is helping Bob explore his concept and also becoming instrumental in the process of divergent thinking. Bob is thinking, boy that Jim sure knows what he is talking about, what a great guy!

The next phase of the process is "Convergent Thinking".

Convergant Thinking

This is the part where many traditional or stereotypical sales people often begin, convergence.

Convergent thinking is when a person has formed a strong concept of what they need, they have explored possible solutions for the perceived problem. They are now ready to converge on the best solution.

Bob is naturally going ask Jim what he recommends. This is because Jim has taken the time to understand Bob's situation and at the same time positioned himself as an expert on this particular subject.

Is Bob going to buy from the trusted Jim, or, off one of those gaudy, offensive adds promoting the latest and greatest? It is a 'no brainier' in my opinion.

The book, 'The New Conceptual Selling' covers this process in great depth and is an excellent book for people wishing to improve their sales skills. The New Conceptual Selling covers this process in great depth and is an excellent book for people wishing to improve their sales skills.

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