The objective of the design of sales catalysts is to accelerate buying decisions in B2B and B2C markets. This becomes possible due to the development of a catalyst that simultaneously catalyzes buying arguments and selling arguments. Therefore, the development of these catalysts requires understanding the buying arguments of the customers, developing the complementary selling argument, and finding a unique catalyst that influences both.

100% of the business models of expansive businesses are based on binary actions that include the use of catalysts. The discovery of the functionalist structure of binary actions allowed for the systematic design of synchronized binary actions that include catalysts, which simplified and ensured the results of business processes.

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Introduction

The definition of the selling arguments is core information to define selling and marketing processes and strategies.

Buying and selling arguments are complementary, which means that the communication between buyers and sellers should be based on a complementation framework and not on competition. Therefore, the first step to define a selling argument is to discover the buying argument.

The conceptual structure of this buying argument is homologous in the different fields and uses – i.e., personal, familiar, group, organizational, and business buying processes- but takes different shapes according to the different functionalities.

The discovery of the behavioral catalysts made by Peter Belohlavek at The Unicist Research Institute completed the development of the unicist functionalist approach to business which is the model that allows profiting from the 4th Industrial Revolution, managing the Industry 4.0 concept, and developing adaptive digitization,

The Design of the Selling Argument

The information on selling arguments is the input for any marketing or selling process. Designing selling arguments requires having an empathetic relationship with products and buyers.

The development of selling arguments is simplified using the unicist functional design based on the input of the information of the buying argument of a specific segment.

The research of the buying argument requires:

1. Knowing the functionality of the product in the specific segments
2. Knowing the concept people have of the solution they are buying
3. Knowing and understanding the implicit objections of the segments
4. Knowing the alternative competitors or solutions of the potential buyers

Unicist conceptual market research provides the framework to develop solutions for growth and market expansion. It includes the development of market labs, and the use of unicist semiotic groups and pilot testing processes.

This information will allow developing the selling argument and use it as an input to the marketing and selling strategies to make them work.

The Sales Catalyst Building Process

A sales catalyst opens possibilities and accelerates selling processes. Catalysts are objects that have the necessary energy to influence the environment, the timing to follow processes while they satisfy the latent needs of a customer.

These latent needs need to become urgent needs to work. This transformation builds common ground for the marketing process that accelerates buying decisions. It is a differentiator that generates a hard segmentation of the market which makes the acceleration work.

The Building of Catalyzing Objects

This research allowed finding the structure of catalysts and their functionality, which allowed going beyond the use of preexisting catalysts, and building catalysts to ensure the functionality and acceleration of adaptive processes.

Basically, it can be said that catalysts are business objects that build a context for the actions that are being influenced that must be consistent with the environment to be acceptable.

The unicist functionalist approach to business includes the use of catalysts as one of its core aspects to accelerate the speed of processes to foster growth, profitability, and sustainability.

Some of the companies that use business objects and catalysts are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

Types of Catalysts that can be developed

Based on their functionality, there are four types of behavioral catalysts:

• Conjunctural Catalysts
• Specific Catalysts
• Systemic Catalysts
• Generic Catalysts

Conjunctural Catalysts

These catalysts accelerate specific conjunctural processes to achieve the critical mass that is necessary to ensure “survival”. They are focused on the expansion of possibilities by considering the conjuncture. These types of catalysts tend to be absorbed by the system.

Specific Catalysts

The specific catalysts are focused on accelerating specific functions that can be managed as autonomous units. They are focused on ensuring the results that need to be achieved by using a superior solution to minimize the consumption of energy. The critical mass of specific functions is sustained by these catalysts.

Systemic Catalysts

The systemic catalysts accelerate the functionality of the unified field of processes. They are focused on increasing the efficiency of the system by introducing a superior technology. These catalysts ensure the critical mass of the functionality of adaptive environments considered as a system.

Generic Catalysts

Generic catalysts are those that accelerate the evolution of the environment where they are applied. They are focused on simplifying processes and solving their implicit weaknesses. These catalysts ensure the critical mass that is necessary to evolve.

Levels of Acceleration

The levels of acceleration catalysts introduce in processes, depend on the specificity of their functions.

1. Generic catalysts accelerate the functionality of institutions or organizations. Their acceleration is (+)
2. Systemic catalysts accelerate the functionality of functions and roles. Their acceleration is (++)
3. Specific catalysts accelerate the functionality of processes. Their acceleration is (+++)
4. Conjunctural catalysts accelerate the functionality of conjuncture-driven processes. Their acceleration is (++++)

Pilot Testing of Catalysts

The pilot testing of catalysts ensures their functionality. There are two types of tests:

a) Pilot tests of the design of solutions to confirm their functionality
b) Destructive pilot tests to confirm the limits of the solutions

The pilot testing process of catalysts includes the participation of a group that is integrated by a coordinator, a fallacy-shooter and an ombudsperson.

Synthesis

The use of sales catalysts is necessary when dealing with differentiated or innovative products or services. Their development requires believing in the value added to buyers and understanding their buying arguments. Catalysts have an “ambiguous” functionality which requires developing pilot tests in different segment until a functional version can be produced. Their lifecycle depends on the type of catalyst that has been chosen.