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How Does Someone Actually Do Consultative Selling?
| Guest post by: Linda Schneider |
Article Overview: To describe a sales approach as "consultative" doesn't really explain it. It's a broad identifier. Saying someone is a consultative salesperson is like saying he's in the category of "solution-oriented selling" vs. the category of "fast-talking carnival hawker." But it doesn't tell you HOW TO DO it.
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How Does Someone Actually Do Consultative Selling?
Putting the Consultant in Consultative Sales
To describe a sales approach as "consultative" doesn't really explain it. It's a broad identifier. Saying someone is a consultative salesperson is like saying he's in the category of "solution-oriented selling" vs. the category of "fast-talking carnival hawker." But it doesn't tell you HOW TO DO it.
To actually DO consultative selling, you have to learn some of the trade skills of being a consultant. I cut my own consultant teeth as a Franklin Covey training design consultant. Here are just a few of the consulting skills I've found useful in selling:
Consultative Sales Skills
Are these things a form of manipulation? They could be, in the hands of someone with ill intentions. But used with high-integrity, these skills are a way to influence people to make decisions that serve them. It's your job to help them make the right choice, even if that choice is not your product.
Related ArticlesTo describe a sales approach as "consultative" doesn't really explain it. It's a broad identifier. Saying someone is a consultative salesperson is like saying he's in the category of "solution-oriented selling" vs. the category of "fast-talking carnival hawker." But it doesn't tell you HOW TO DO it.
To actually DO consultative selling, you have to learn some of the trade skills of being a consultant. I cut my own consultant teeth as a Franklin Covey training design consultant. Here are just a few of the consulting skills I've found useful in selling:
Consultative Sales Skills
- Question chaining: Zeroing in on the keywords in a customer's comments, then asking follow-on questions that take the comment deeper and broader.
- Using questions to help people process their own objections or concerns, usually by turning the question in a direction they don't expect. "You're nervous about it not working. What would happen if it did work?"
- Using Openhanded Questions. Openhanded questions are open-ended questions that carry a "neutral charge." For instance, "What else would you like to see happen?" is Openhanded and encourages them to explore a new idea. Whereas, "What are you going to do about cost overruns?" challenges them to come up with a solution and may shut them down.
- Asking "irresistible" questions, like: "Where would you like your business to be a year from now?" invites people to imagine good things.
- Drawing people through a decision tree. For instance, I have identified six stages of a consultative sales conversation. Knowing these stages allows me to ask the right questions at the right time to draw someone to a decision point.
Are these things a form of manipulation? They could be, in the hands of someone with ill intentions. But used with high-integrity, these skills are a way to influence people to make decisions that serve them. It's your job to help them make the right choice, even if that choice is not your product.
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Consultative Selling Won't Fill Your Pipeline
Consultative Selling Fills an Important Gap for Buyers
Consultative Selling Solves the Puzzle Your Product Can't
Consultative Selling Addresses the Need Buyers Never Admit
How to Put Consulting into Consultative Selling
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Consultative Selling is Classic and Classy
\"Canned Sales Presentations\" Just Dont Work Today
Sales Experts Disagree on the Right Way to Train Salespeople
Using the Right SMB Sales Approach
New Selling Skills Needed in Today's Marketplace
Can Your Salespeople Sell More Effectively by Asking More Questions?
Consultative Selling for Nichepreneurs™
New Real Estate Agents - How to Make Your Listing Presentation Different From Everyone Else's
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Why Consultative Selling is the only way to Sell
Article Tags: consultative sales conversation, consultative selling, how to sell, how to sell a service, how to sell coaching, openhanded questions, openhanded selling, sales consulting, sales conversation, sales questions, sales training, selling techniques, soft sell
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About the Author: Linda Schneider RSS for Linda's articles - Visit Linda's website
Click here to visit Linda's website   How to Put Consulting into Consultative Selling New Real Estate Agent Advice Does the Consumer Really Need a Realtor Use Openhanded Selling to Overcome Tough Real Estate Objections Do You Ever Wonder If You Are Cut Out to Be a Real Estate Agent New Real Estate Agents How to Make Your Listing Presentation Different From Everyone Elses |
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