What is Consultative selling?
A Consultative Selling approach is a sales technique that focuses on developing a relationship with a
prospect before offering a solution. It involves exploring their needs and
developing a strategy to meet them. This type of approach fits neatly into the
sales model of the salesperson.
NOTE: Consultative selling refers to selling in a way that feels more like helping a friend make a good choice than pushing a product on them. In consultative selling, you’re focused on understanding what the customer truly needs. Imagine someone looking for a loan. Instead of simply pitching the first loan option available, you’d ask about their financial goals, future plans, and comfort level with payments.
Once you know more, you can suggest the best fit, whether it's a low-interest loan, a flexible repayment plan, or something else. This approach is about building trust, where the customer feels they’re making a smart choice, and you’re seen as someone genuinely invested in helping. It’s less about closing a deal on the spot and more about creating a positive experience that keeps them coming back to you.
The approach is focused on developing a relationship with a prospect before offering a solution. It involves asking questions and listening to their needs to identify and provide solutions. This philosophy is rooted in the idea that building a relationship with a customer is more important than selling a product.
The term consultative refers to an individual or group that provides advice or counsel. It can be used to refer to a government advisory committee or a company that provides specialized services.
A collaborative salesperson should have the necessary skills to fulfil the roles of a business consultant, strategic orchestrator, and long-term ally. By combining these roles, they can effectively develop and maintain relationships with clients.
The consultative approach is often regarded as more trustworthy by customers because it helps salespeople develop a relationship with their potential clients. Although it doesn't lead to a direct sale, this method can help them build a stronger relationship with their potential customers.
Although sales is focused on achieving goals and closing deals, the consultative approach is more effective because it allows salespeople to listen to their customers' needs and develop a strategy to meet them.
For instance, consultative selling can be used when a potential buyer is looking to purchase a car. In this type of transaction, the salesperson questions the buyer about their requirements and aims to find out what's important to them. They then suggest ways to use the car based on their knowledge.
Importance of Consultative Selling
Today's selling environment requires that more than ever before, a consultative approach is needed to help businesses build trust and improve their customer service. This type of sales process allows sellers to provide their clients with new ideas and solutions to meet their goals.
Difference between Consultative Selling to Ordinary Selling
One of the biggest differences between product selling and consultative selling is that the former is focused on the prospect while the latter is more on the product. In consultative selling, the goal is to help the customer solve their problem. You will show that you are genuinely interested in helping them solve their problem and provide them with a solution that can be service or product.
Disadvantage Of Consultative Selling
Sales cycles can be
longer with consultative selling, as well as less successful closing rates.
Even if deals are part of the sales forecast, they can be postponed or cancelled.
The relationship between a sales professional and a client can negatively affect margins and competitive differentiation. Training can help increase the number of salespeople who are more consultative. Unfortunately, training rarely sticks. According to a study, 87% of new sales training courses are lost within a month.
What Makes a Good Consultative Salesperson?
Being authentic is
the key to being successful in consultative sales. The goal is to be able to
connect with your potential customers and provide them with the necessary
support and advice to make informed decisions. This type of sales approach
involves being able to listen to and understand their needs, as well as being
able to provide them with the necessary resources to make informed decisions.
Before you start the consultative sales process, it is important that you thoroughly research the various aspects of the company you are considering working with. This step typically involves gathering information about the company you are considering working with as well as the person you will be meeting.
Being able to connect with your potential customers is the key to being successful in consultative sales. This type of sales approach involves being able to listen to and understand their needs, as well as being able to provide them with the necessary resources to make informed decisions.
The Author Mack Hanan
The concept of consultative selling, which is a sales
technique that involves asking potential customers to identify their pain
points and needs, was first floated in a book by Mack Hanan in the 1970s.
Instead of pushing a particular product, sales representatives use consultative
selling to help potential customers find solutions.
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