Are You Selling or Consulting?

You’ve studied your target market (in general) and know the typical problems your prospective customers are facing. You assume that each prospect that’s looking at your marketing message fits that profile (on average) and talk to them appropriately. It’s the keystone of a marketing strategy. In your sales pitch you’re telling people: what your business is offering, why the offering is great, why your company is great, why the price is great, why the competition isn’t, why you should buy it today, what happens if you don’t buy it today, how to beat your competition, the ROI of using it, testimonials of people raving about your business, guarantees of performance, etc. Selling requires you to already understand what your prospect needs.

But what if you don’t know exactly what your prospect needs? You could continue your sales monologue, or you could ask them what they need (and why). You’re now in the process of consulting, not selling. You need to understand each of your potential customers individually to customize your offer to them. You may very well also send them your sales information (later), but first you need to listen to them and show that you’ve listened. Once you’ve engaged your potential customers in a dialogue, you’re much more likely to create a sale. And if not, you have more information about why your consulting strategy did not translate into a sales strategy.

If you don’t have the resources to consult with every prospect don’t assume that you truly understand why someone does (or does not) buy from you.