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Their focus is on the job to be done, and the problem to be solved. These are the people who will actually use (or supervise the use of) your solution. The second buyer influence type is the user buyer. But even when a group decision is involved, the methodology encourages us to seek out the most influential individual. This can be a single individual or – as is increasingly common nowadays – a board or a selection committee. In this model, the economic buyer is responsible for giving the final approval for the purchase of your product or service. The methodology identifies four particularly important roles – economic buyers, user buyers, technical buyers and coaches. Strategic Selling recognizes that any large and complex buying decision will inevitably involve many different stakeholders – and that these stakeholders will have widely varying degrees of influence over the decision-making process. But – of course – these factors only become obvious when we are in active dialogue with each other. They pointed out something that effective salespeople have often instinctively recognized – that vendor and customer company cultures have a powerful influence on the likelihood that they will agree to do business with each other. The concept of “Buyer Personas” has become commonplace in B2B marketing, and it’s interesting to note that the authors of Strategic Selling introduced the concept of organizational psychographics (in other words, organisational personalities) into the mix when thinking about our ideal customers. Strategic Selling was one of the first methodologies to acknowledge the importance of establishing an Ideal Customer Profile – and to recognize that raw demographics (such as company size, sector and location) are an incomplete and inadequate way of describing the most important characteristics of our most valuable existing and potential customers. Many of them – although they might have appeared to be revolutionary when first introduced – have become now recognized as mainstream thinking… Ideal Customer Profile
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It would take more than a short article to do full justice to the methodology – so I’m going to selectively highlight a few of the concepts that have proven to be particularly useful over the years. It helps salespeople to break down complex situations into manageable components, and to focus on developing mutually beneficial relationships with their clients. Their Strategic Selling methodology is particularly effective in complex B2B sales environments with large decision-making groups and often lengthy and convoluted buying decision journeys.
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In this, the second of my series of articles for the International Journal of Sales Transformation on today’s leading sales methodologies, I want to turn to another long-established approach – Strategic Selling® from the Miller Heiman Group.