Consultative Selling Won't Fill Your Pipeline
© 2007 Paul Johnson. All rights reserved.
But it will empty it. Consultative Selling is a sales process, not a lead generation system.
I make the distinction that lead generation is not part of selling, although it may be part of your sales job. Selling starts after you have a lead.
Many salespeople actually have two jobs. The first job is lead generation, which requires the salesperson to cull through a sea of suspects to identify potential sales opportunities, or leads. Once these leads are in the sales pipeline, then the selling can begin. That occurs when a prospect is willing to have a dialog to discuss their purchase objectives and is agreeable to actively consider alternatives and recommendations.
Without a lead, any sales process is useless. On the other hand, without a proven sales approach like Consultative Selling, many leads are wasted. All the energy and resources expended to generate each lead evaporate like gasoline on hot asphalt.
Use a sales process to help you capitalize on your lead generation efforts and make payday more exciting.