What is consultative selling?
First, let us define both words: By any dictionary, a consultant is an expert in a particular field who receives a fee to give problem-solving advice. Then, sales people helps the clients get the products or services they want and need, and helps or motivates them to take action to get it.
Therefore, in its simplest definition, a consultative sales person is:
“An expert who helps people get what they want and need, by giving them problem-solving advice, and then helps motivate them to take action.”
If you keep that definition in mind, the following do’s and don’ts will be common sense.
Top 5 do’s of consultative selling
1. Do know your stuff!
Remember, you have to be an expert in sales jobs. You must know everything about your product or service. Do you know the history of your product? Do you know everything about the competition? Do you know about the prospective buyer? Being an expert means more than just reading your training manual and attending a few seminars.
2. Do have a plan.
You must have a clear roadmap detailing exactly what you are going to do, say and accomplish from every minute of the sales interaction to the close and beyond.
3. Do pull out information by asking questions.
Before you can give someone problem-solving advice, you have to know and understand the problems. Have a plethora of prepared questions.
4. Do uncover problems.
As you seek out problems, you must also uncover problems; expose issues that the sales prospect didn’t know existed. When you reveal areas where the client is losing money or time, you will become a true expert and trusted advisor.
5. Do sell solutions.
After you have clearly exposed, identified and quantified the problems, you can sell them the solutions.
Top 5 don’ts of consultative selling
1. Don’t underestimate today’s buyer.
Today’s consumers are educated, aware, technically savvy and shrewd. With access to a global knowledge base at their fingertips, your prospective customer may know as much about your product and industry as you do.
2. Don’t wing it.
Don’t be the typical show-up and throw up sales person. Have a well-planned, not canned presentation.
3. Don’t push.
You persuade people by asking—not telling. Don’t talk more than you listen.
4. Don’t assume or make up numbers.
Know the facts. For example, if you are going to present that the client is losing £750 per month without your services, then demonstrate that. Use real numbers.
5. Don’t sell benefits.
Benefits are not solutions. A benefit only matters to the customer if it solves their problem. Always sell solutions.
Sean McPheat is the managing director and Founder of MTD Sales Training. MTD Have trained over 30,000 staff worldwide. Sean is regarded as a leading authority in the world of selling and has been featured on CNN, BBC, and ITV. Check his free weekly tips and his MTD sales blog for more advice.
