Unicist Virtual B2B Selling Strategy
An Objects driven Functionalist Approach
The Unicist Marketing Approach is based on the discovery that the concepts people have in mind drive their buying decisions. This made the management of the root causes of buying processes possible. The Unicist Functional Designers allow managing this conceptual segmentation and the marketing actions to increase sales.
As part of our partnering policy, the unicist technologies are licensed under a Creative Commons Attribution 4.0 International License.
Functional Marketing vs. Empirical Marketing
Functional marketing introduced an upgrade in marketing processes. While empirical marketing is based on the know-how of buying and marketing processes, functional marketing adds to the know-how, the know-why of buying decisions and of marketing actions.
Empirical marketing uses multiple unidirectional cause-effect actions while functional marketing uses synchronized binary actions to influence buying processes. The basics of functional marketing are given by the use of buying process driven segmentation and profiling to establish differentiated strategies for each segment. This is what makes the difference in the effectiveness of functional marketing processes.
The objective of the Virtual B2B Selling Technology is to generate a buying intention of the prospect. Depending on the type of value propositions the closing process might or not require a personal action.
The final goal is that the prospects buy the functionality of the differentiated use value, which requires having experienced it. It implies that the provider has an authoritative role to sustain the credibility of this differentiation.
Development of Collaborative R&D Projects
The Unicist Technologies are installed based on the development of collaborative R&D projects that ensure their functionality and allow transferring the technology.
These activities are developed in In-house solution building factories that use the technologies included in the Unicist Functional Designers.
All the projects are based on the generation of positive cashflow for the clients.
Unicist Virtual B2B Selling Applications
Using Virtual B2B Selling including Binary Selling Processes
The virtual B2B selling technology was developed to sell differentiated or innovative value propositions. Low price propositions might be considered a differentiated proposition.
Virtual selling is based on the preexistence of an empty space that has been opened by the virtual marketing process. It is based on binary selling processes that include the use of catalysts.
The final goal is that the prospects buy the functionality of the differentiated use value, which requires having experienced it. The Virtual Testing Rooms were developed to experience the value propositions.
The objective of the testing rooms is that the clients be able to emulate some aspects of the solution without needing to buy it. The testing rooms establish a pleasant, empowering environment where the prospects can evaluate the solution.
The Use of the Virtual B2B Selling Strategy Application
The B2B sales strategy of differentiated and innovative products / services is based on developing an approach that allows influencing the decision makers, the sponsors and the users within the companies. Its use allows:
To develop sponsors, it is necessary that they experience the value propositions and understand and rely on their underlying framework. They need to buy the consistency of the solutions.
Decision makers only have time to invest in things that generate value for them and for the companies. Therefore, the approach to decision makers needs to be based on the use of appropriate catalysts.
On the one hand, the approach to users needs to cover the functional needs and, on the other hand, it requires both establishing asymmetric functional relationships and symmetric personal relationships.
The Use of the Conceptual Segmentation Application
The conceptual segmentation establishes the clusters of potential clients based on their buying-decision processes. It helps the selling argument match the buying argument. Its use allows:
The research on human behavior demonstrated that human actions are driven by the concepts people have in their long-term memory, which also drive their buying-decisions.
The concepts prospective buyers have define their central buying argument. The conceptual market segmentation defines the complement of their buying arguments.
Conceptual market segmentation describes the concept that is implicit in a product or service. This segmentation is necessary because it allows addressing the concepts people have in their mind.
The Use of the Virtual B2B Marketing Application
The objective of unicist virtual B2B marketing is the generation of prospects. It is based on the building of empty spaces in the market and the installation of the value propositions as first-choice options. This technology was developed to be applied to differentiated or innovative value propositions. Its use allows:
Conceptual virtual marketing builds “empty spaces” in the market where the value propositions can work as first-choice alternatives.
The conceptual segmentation establishes the clusters of potential clients based on their buying-decision processes. It helps the selling process match the buying process.
The use of commercial, semantic and branding objects enhances the influence on potential buyers and empowers the synchronicity of binary actions by integrating catalysts.
The Use of the Marketing Objects Application
The use of commercial, semantic and branding objects enhances the influence on potential buyers and empowers the synchronicity of binary actions integrating catalysts. This allows:
The objective of commercial objects is to awaken interest in value propositions. They are based on the concept of the segment that is being approached, its needs and beliefs.
Semantic objects make differentiations and innovations meaningful and necessary. They install the knowledge that is needed to make a buying decision.
The purpose of a branding object is to sustain and empower a buying intention in the mind of the potential buyer. Branding objects are a catalyst of buying processes.
The Use of the Catalyzing Objects Application
Catalysts allow establishing a space in the market, increasing the efficiency and the speed of marketing processes. Changes in the market require changing the catalysts that are being used. The use of catalysts allows:
Marketing Catalysts open a space in the market due to the influence they have based on the latent needs they satisfy. They empower the marketing value propositions based on their indirect influential power.
Catalysts introduce a superior level of functionality by empowering reliability in the marketing process diminishing the required level of efficacy and increasing the level of marketing effectiveness.
Unicist Catalysts accelerate the buying decision processes by increasing the perception of differentiation and ensuring the synchronicity of actions..
The Use of the Binary Actions Application to Influence Buyers
Every marketing action generates a natural reaction. On the contrary, the use of unicist binary actions influences the root causes of the customer’s buying decisions and substitutes reaction for complementation. The use of binary actions allows:
Actions generate reactions. But unicist binary actions respond to the concepts of the potential costumer and therefore generate no reactions.
The development of binary actions requires having a strategic approach to the environment, which implies having a maximal strategy to grow and a minimum strategy to ensure results.
The use of unicist binary actions to avoid entropy are based on the actions that follow the segmentation of the products and services proposed and the actions that follow the segments of buyers.
Building Exchange Spaces with Customers and Clients
The installation of exchange spaces is the palliative that sustains virtual selling and compensates for the lack of personal live relationships. These relationships imply establishing an influential role in the market based on innovative propositions that are promoted by the members of the organizing company. The use of exchange spaces allows:
The exchange space is a place to establish personal relationships among the members of the companies and the members of their markets.
This requires having an exclusive space where the buying decision makers participate with peers of other companies exchanging information without generating the need of assuming responsibilities.
In these exchange spaces, the prospects, clients, and members of the provider are integrated to profit from the technologies that are shared.
Developing a Distribution 4.0 Channel
Distribution 4.0 is a business model that fosters business and market expansion by developing a forward integration with the market centrally driven by virtual tools. Its use allows:
Distribution 4.0 is based on enhancing the complementation with the market by increasing the level of participation and reliability to build long-term relationships with clients, customers and users.
This distribution channel allows establishing stable relationships among providers, distributors, and buyers by establishing a sharing space that satisfies the actual needs of the different segments.
Distribution 4.0 applies to businesses that have differentiated products / services and are interested in establishing transparent relationships with the market.
Using Unicist Conceptual Market Research
Conceptual market research is based on the discovery that human actions are driven by the concepts people have in their long-term memory and that there is a related conceptual short-term memory that triggers instantaneous responses from people when they receive external stimuli. This allows:
Conceptual Market Research measures the root drivers of buying processes that define the buying argument and allow defining the unicist conceptual market segmentation.
The objective of the Unicist Semiotic Groups method is to confirm marketing and selling processes to ensure and improve their functionality. These groups work on the cloud.
Destructive pilot tests are used to validate the limits of the functionality of marketing objects and catalyzing objects and to confirm the functionality of specific marketing actions.
Developing Pilot Tests to Ensure the Functionality of Solutions
Unicist pilot tests provide the feedback from the market and are the core learning input to improve processes. The pilot testing methodology of marketing objects, catalysts and proposals is complementary to any design or R&D method a company uses. This allows:
The pilot tests are based on the testing of prototypes of the solution, which consists in developing clinics where the solution competes with substitute and succedaneous alternatives.
The methodology for destructive pilot tests aims at measuring the achievement of the objectives of a process or function and the limits of the functionality of the knowledge that sustains these actions.
The pilot testing process of the marketing solutions includes the participation of a group that is integrated by a coordinator, a fallacy-shooter and an ombudsman/woman.
The Unicist Research Institute
The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution. TURI has a business arm, an academic arm and a social arm. www.unicist.org
