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Consultative (solution) selling, also known as advisory selling, is central to the modern sales landscape. This approach differs significantly from the traditional product-oriented sales methodology. We fully explain this concept in the article below.

What is consultative selling?

Consultative selling or consultative solution selling is a broadly applied sales technique which, in our experience, is a lot more effective than the traditional product selling technique. Instead of emphasising how good your product or service is, consultative selling focuses on identifying and offering solutions to customers' specific problems or needs. This involves the salesperson finding out and understanding the customer's challenges and then offering the best-fit solution. The salesperson becomes a consultant, so to speak.

This sales technique thus puts the customer central, rather than supply.

When is it used?

In fact, applying consultative selling is always a good idea. As a salesperson, if you can offer a solution to the customer's problem, this already forms the basis of a good sales conversation.

However, there are some situations where betting on solutions is extra important. For instance, using consultative selling is extra important in B2B environments, especially when complex purchases with a high degree of difficulty and implementation are involved. This can be the case, for example, when introducing new ways of working or systems. Consequently, uncovering the complex challenge is a must in order to offer a tailor-made solution that fully meets the customer's needs. Consultative selling is not limited to specific industries, but comes into its own in situations where a personalised approach and tailor-made solutions are crucial for meeting the customer's unique needs.

The benefits of consultative selling?

Consultative Selling offers several benefits for both sellers and customers.

  • Higher confidence. Consultative Selling ensures that salespeople actively listen to the customer's needs, making the customer feel understood. By responding empathically to customer challenges, customers see you more as an advisor than a salesperson. This builds trust, resulting in an increase in trust between the salesperson and the customer.
  • Higher customer satisfaction. Because the solutions closely match the customer's specific challenges, customer satisfaction also increases.
  • Long-term customer relationships. It increases the likelihood of long-term partnerships. This is because customers are more likely to return to a salesperson who does not dry sell products.

This is how you do consultative selling

consultative selling

1. Preparation and research

Before the sales call begins, it is essential to do thorough preparation and research. Gather relevant information about the client, the industry they operate in, and possible challenges they face. If necessary, also look at some competitors. They are likely to face the same challenges, how have they managed to solve them?

2. Understand the needs your customer

The moment of the sales call is here. During this conversation, needs analysis takes centre stage. Thoroughly examine the challenges the customer faces, discover potential areas for improvement and find out what the customer expects from a solution. Setting targeted questions to find out the customer's specific needs, and active listening is crucial here. It is also important to ask through to get a deep understanding.

Ask about their goals, challenges and desired outcomes. Sample questions can relate to their business processes, target audience, or any previous experience with similar solutions. Make sure it remains a conversation; you want to avoid making the customer feel like they are in an interrogation room.

3. Show what the customer is missing

Have you gathered enough information, and do you fully understand the problem? Then the time has come to tailor and propose your solution accordingly.

  • Avoid a focus solely on product features. Instead, argue how your offer provides an effective solution to the customer's specific problems. Highlight the value of your offer and emphasise how it will benefit the customer.
  • Give concrete examples of how your solution has been successfully applied in similar situations. Explain how it improved efficiency, reduced costs or provided other tangible benefits for previous customers.

4. After the Sales Call

The relationship-based approach of consultative selling continues right through to the close of the deal and afterwards. After the conversation, it is important to follow up. Send any additional information, answer further questions and offer decision support. This not only strengthens the professional relationship but also shows commitment to customer satisfaction.

Want even more tips about sales or are you interested in sales coaching? Then don't hesitate to contact contact us, Reachers will be happy to help!

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