The New Strategic Selling

Outline

The New Strategic Selling (1998) presents the Miller Heiman approach to winning large, complex sales that involve many decision-makers. Robert B. Miller, Stephen E. Heiman, and Tad Tuleja show how to identify the different buying influences, understand what each person wants to gain, spot red flags early, and build long-term customer relationships. It remains a key guide for business-to-business sales teams.

• Large, complex sales involve many decision-makers, so winning means understanding all of them rather than only your main contact.
• Each buying influence has a different role, and you need to identify who they are before you can sell effectively.
• Every person in the buying process wants something for themselves, and knowing what each one hopes to gain shapes your approach.
• Spotting red flags early lets you act on problems before they cost you the deal.
• The goal is a long-term customer relationship, not a single closed sale.

Robert B. Miller, Stephen E. Heiman, and Tad Tuleja brought together deep sales experience and writing skill. Miller and Heiman co-founded Miller Heiman, a sales training company whose methods have been used by many leading corporations. Together they wrote Strategic Selling, Conceptual Selling, and Successful Large Account Management. Tuleja is an American writer and scholar who co-wrote their books.