Selling Arguments


Matching Buying and Selling Arguments: A Proof of Empathy

The definition of the selling arguments is a 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 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:

  • Knowing the functionality of the product in the specific segments
  • Knowing the concept people have of the solution they are buying
  • Knowing and understanding the implicit objections of the segments
  • 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.

Martin Alvaro
Partnering

NOTE: The Unicist Research Institute has been, since 1976, the world-leading research organization that introduced the functionalist approach to science to manage the functionality of the real world. www.unicist.org

Share