The institutional selling process (B2B) integrates institutions, the products/services and the people involved.
It implies that:
1) We are in a known culture.
2) We are in a segment that has been chosen because it includes the potential buyers.
3) The image of the company has been consistently positioned.
4) There has been a successful marketing process to position the product.
5) The sales technique becomes the driver of the sales closing process.
The sales process of standardized products and commodities is simple and can be synthesized in quality, product availability and price and credit management. This is not the case for companies that have not been accepted as regular providers of a market.
Active selling becomes necessary when differentiated products need to be sold, when the company is new in the market or when selling in segments where the brand is not dominant.
The institutional selling technique requires the integration of brand management, marketing mix and sales in order to ensure success.
NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.