Conceptual Selling® from Miller Heiman® provides sales professionals a comprehensive framework for planning more effective sales calls by requiring the sales professional to align the way they sell to the way their customers buy. It is especially helpful for organizations transitioning from a product-led sale to a solution-led sale.

As part of the initial planning process, the Conceptual Selling® framework requires the sales professional to identify the valid business reason for their meeting from the customer’s or prospect’s point-of-view. They are also asked to identify the commitments-to-action by which the meeting would be considered a success. Commitments-to-action are the action items the prospect commits to that move the sale forward.

The Conceptual Selling® process requires the sales professional to understand the business issues of the individual they are face-to-face with, as well as the specific, measurable results they require to deal with it. Conceptual Selling® pinpoints the key information the sales professional will need to uncover or confirm and how to ask the questions that will get them this information. Having this information will better enable the sales professional to apply their expertise to develop a differentiated solution. This consultative approach builds credibility and trust, and solutions that are difficult for competitors to replicate.

It also gives an organization a common process and language for planning each customer interaction. This rigor and consistency ensures a high level of professionalism, facilitates effective sales management, and dramatically increases the odds of winning the business.