Commercial Selling Fundamentals - Missing In Action
The Collective
We cut through complexity to build joined-up strategies & capabilities that power the performance of Marketing & Sales.
In a constantly challenging and unpredictable trading landscape, the need for core commercial selling skills is more critical than ever. The relentless cycles of cost-cutting compounded by pressures to achieve short-term performance puts everyone under strain.
With this tension, clients are saying the commercial selling basics are sadly missing.
Here are the common themes:
Integrated business and customer-centric strategic planning
'We don't get time to plan properly' - a common view heard repeatedly. Because everyone is chasing short-term deadlines, mutually beneficial wins are overlooked. However, big ideas can be achieved by aligning strategic needs with customers and internal stakeholders.
When insight analysis identifies reciprocal wins, it becomes a game-changer.
When everyone is aligned, implementation is faster, bigger, and better.
Creating joint value beyond price
Everyone craves an imaginative approach to creating that win-win in the face of the race to the bottom of the profit pool.
So why doesn't this 'just happen'?
Short-term profit challenges, compounded by fewer resources, get in the way. This puts further pressure on the best commercial relationships at a time when you need seamless partnerships and innovative solutions.
We have been at the heart of developing effective winning partnerships, between non-competing suppliers and their customers, to create joint value. We see how ingenious solutions to commercial challenges happen through seamless partnerships when a neutrally facilitated approach gives space and focus to create shared value.
Getting back to the basic 4Ps
The classic 4Ps shouldn't be taken for granted as essential value drivers. With a simple focus on Products, Pricing, Promotions and Placement, these fundamental pillars of commercial selling can achieve low-cost everyday, easy-to-access benefits when everyone understands how to apply them effectively with consistency.
Storytelling
Compelling storytelling is a critical skill that influences and persuades.
Never more so than for people in commercial selling roles who need to cut through complexity and convince others of the value of their proposals.
Distilling a clear understanding of mutual needs into memorable stories that support a convincing business proposal creates buy-in, action and momentum with a belief to win. Don’t be afraid to inject a bit of fun and theatre into your storytelling to make it unforgettable.
At The Collective , we believe the Commercial Selling Fundamentals are more vital to dealing with today's complex trading environment.
A common language and framework help people create joined-up solutions, integrated strategies, and joint value for customers and businesses.
If you would like to know more about our approach to the Fundamentals and how we ‘Unlock Potential Together’ using the ‘Power of Co,’ please do get in touch.