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Miller Heiman Outlines Buyer-Centric Approach to Selling

RENO, NV -  February 09, 2007  -   Customers and prospects increasingly see your products and services as indistinguishable from your competitors, says Miller Heiman co-founder, Robert Miller, in his latest article entitled "Selling in a Flattened World". He argues that globalization  has  flattened the playing field, and goods and services have become commoditized. Companies worldwide are finding they must either convincingly justify their prices or differentiate themselves with perceived recognizable value.

Miller discussed how the buyer-centric approach to selling will allow salespeople to match their solutions to the customer's problem. This will enable them to differentiate their products and solutions because they have clearly demonstrated their value. Miller calls this the conceptual approach to selling which, he says, is about understanding the customer's solution image and where he is in the buying process. When the client has not defined his specific need, the salesperson can help with this process, and assist the client in developing what Miller Heiman calls his "concept" - what he needs to fix, accomplish or avoid. The salesperson can then match his solution to the buyer's need. 

Selling from the buyer’s point of view is nothing new at Miller Heiman. Miller says it's been the underlying philosophy of the company since its founding three decades ago. With the forces reshaping the global business landscape, adopting a buyer-centric mindset is more critical today than ever before.

To read Selling in a Flattened World white paper and for a complimentary copy, click here.

About Miller Heiman: The Sales Performance Company

Miller Heiman is the proven leader and innovator in sales execution with more than 30 years of helping businesses grow profitable sales by increasing their close rates, lowering the cost of sales and reducing the length of the sales cycle. The company’s common framework of easily repeatable methodologies, combined with a tradition of research and thought leadership, helps firms of all sizes win complex sales. Miller Heiman is a worldwide leader in sales performance with programs in 20 languages and corporate offices in the United States, the United Kingdom and Australia. For more information, visit www.millerheiman.com.