Miller and Heiman’s New Strategic Selling and Insights Discovery

After connecting with sales leaders in the last couple of weeks, the Miller and Heiman New Strategic Selling Model continues to be a salient theme for sales excellence.

Integrating Miller and Heiman's New Strategic Selling model with Insights Discovery’s color energies can create a powerful framework for sales teams, helping them tailor their strategies to different buyer personalities and decision-making dynamics.

1. Understanding the Core Models

• Miller & Heiman’s New Strategic Selling focuses on complex B2B sales, emphasizing multiple decision-makers and the need to identify different buying roles (Economic Buyer, User Buyer, Technical Buyer, Coach).

• Insights Discovery categorizes personalities into four color energies:

  • 🔴 Fiery Red (Action-Oriented, Direct)

  • 🟡 Sunshine Yellow (Enthusiastic, Social)

  • 🔵 Cool Blue (Analytical, Detail-Focused)

  • 🟢 Earth Green (Supportive, Relationship-Focused)

By aligning buying roles with color energies, sales professionals can tailor their approach, messaging, and engagement strategies.

2. Mapping Insights Discovery Colors to Miller & Heiman Buying Roles

Miller & Heiman RoleInsights Discovery Color EnergyCharacteristicsBest Sales ApproachEconomic Buyer (Controls budget, makes final decision)🔴 Fiery RedResults-driven, decisive, time-consciousBe direct, present ROI, focus on efficiencyUser Buyer (Uses the product, assesses practical value)🟢 Earth GreenPeople-focused, seeks harmonyBuild trust, show impact on team, emphasize long-term valueTechnical Buyer (Assesses feasibility, compliance, risks)🔵 Cool BlueDetail-oriented, risk-averseProvide data, specifications, case studiesCoach (Internal champion, influences decision-makers)🟡 Sunshine YellowEnthusiastic, persuasive, relationship-drivenEngage emotionally, be dynamic, create vision

3. Applying Color Strategies to Each Buying Role

🔴 Selling to Economic Buyers (Fiery Red)

• Challenges: They want quick decisions, measurable results, and bottom-line impact.

• Best Approach:
  ✔ Get to the point quickly—no fluff.
  ✔ Use short, high-impact presentations with clear ROI.
  ✔ Frame the product as a competitive advantage.
  ✔ Be assertive but not pushy—respect their time.

Example: A CFO making a final decision on a CRM system needs hard numbers and a clear cost-benefit analysis. Avoid long discussions; give them a sharp, outcome-focused pitch.

🟢 Selling to User Buyers (Earth Green)

• Challenges: They care about team impact, relationships, and ease of use.

• Best Approach:
  ✔ Show how the solution benefits employees and customers.
  ✔ Use testimonials or case studies with real people’s experiences.
  ✔ Listen actively and demonstrate a long-term commitment to support.
  ✔ Avoid aggressive tactics—build trust first.

Example: A Customer Success Manager evaluating a new training platform wants reassurance that employees will feel supported. Share success stories from similar companies.

🔵 Selling to Technical Buyers (Cool Blue)

• Challenges: They need logical reasoning, technical details, and risk mitigation.

• Best Approach:
  ✔ Provide white papers, data sheets, detailed specs.
  ✔ Offer comparisons and logical justifications.
  ✔ Allow time for them to analyze and validate the proposal.
  ✔ Be precise—don’t oversell with hype.

Example: An IT Director reviewing cybersecurity software will want a detailed breakdown of security protocols, compliance factors, and third-party validation.

🟡 Selling to Coaches (Sunshine Yellow)

• Challenges: They are internal influencers who need to sell your solution internally.

• Best Approach:
  ✔ Be engaging, energetic, and visionary.
  ✔ Help them craft the story they can share internally.
  ✔ Emphasize how this solution brings innovation and excitement.
  ✔ Give them talking points to advocate for your solution.

Example: A Marketing Director championing a new CRM tool will respond well to dynamic presentations, a clear vision, and success stories from other companies.

4. Practical Integration in Sales Strategy

A. Account Mapping with Color Energies

• Identify the dominant color energies of each stakeholder.

• Adjust communication styles accordingly (e.g., Fiery Reds = concise emails, Cool Blues = detailed proposals).

B. Multi-Tiered Sales Messaging

• Red (Economic Buyer) → ROI & market leadership.

• Green (User Buyer) → Employee well-being & collaboration.

• Blue (Technical Buyer) → Compliance, security, efficiency.

• Yellow (Coach/Influencer) → Innovation, growth potential.

C. Team Alignment

• Sales teams can match their own color strengths to the buying process.

  • A Fiery Red salesperson might excel at closing deals but struggle with Cool Blue clients.

  • A Cool Blue salesperson may be great with Technical Buyers but need help engaging Sunshine Yellow decision-makers.

5. Final Takeaways: Why This Integration Works

✔ Enhances Emotional Intelligence – Sales teams become more aware of personality dynamics.
✔ Improves Persuasion & Influence – Customizes messaging based on decision-making styles.
✔ Increases Deal Success Rates – Reduces friction and builds stronger relationships.
✔ Aligns Sales Team Strengths – Matches sellers to ideal buyers based on communication style.