Consultative selling

1. Definition:

  • Consultative selling is a selling method in which the salesperson spends time with the customer to understand the problem the customer is trying to solve, develop a relationship with the customer and lead them to select the service as a solution fit to their needs. It’s different from a traditional sale in that it involves suggesting a solution to a problem, rather than a focus on selling a specific product.

2. Approach: “All about the prospect”

  • Focuses on talking about the prospect
  • Questions if the prospect needs the product
  • Focuses on the prospect’s interests
  • Tries to find prospects that are a good fit
  • Focused on providing solutions to prospect’s needs
  • Prospect does most or equal amount of talking
  • Talks about benefits, problems, ROI, client examples to make prospect interested

3. Principals

  • Think and act like a consultant first, salesperson second
  • Build trust.
  • Be an expert.

4. Keys that need to be accomplished to do the consultative selling:

  • Practice asking better questions
  • Better understand your buyer and their needs
  • Add variety into the sales process
  • Conversation qualifiers

5. Differences between Transactional and Relational shoppers:

  • Relational shoppers consider today’s transaction to be one in a long series of many future purchases. They are looking less for a product than for a store in which to buy it.
  • Their only fear is of making a poor choice. Relational shoppers will purchase as soon as they have confidence. Will your store and your staff give them this confidence they seek?
  • They don’t enjoy the process of shopping and negotiating.
  • Relational shoppers are looking principally for an expert they can trust.
  • They consider their time to be part of the purchase price.
  • Confident that they have found “the right place to buy,” relational shoppers are very likely to become repeat customers.

19 March 2019