Sales Approach Number 9
Consultive Selling
Consultive or consultative selling combines other Golden Rule selling techniques. It's based on reputation and uses problem-solution techniques to help the buyer make informed decisions. The primary difference is that consultive selling requires more time to develop the authority and trust needed to offer the buyer valued advice. Consultive selling is more common in selling technical products and services to businesses and industry. The seller, usually one with extensive technical training or an advanced degree in the field, builds a relationship of trust with the buyer before analyzing specific problems and offering appropriate solutions.
For example, a sales engineer meets with an industrial plant supervisor who is concerned about an increase in maintenance costs. The sales engineer may spend a day or more asking relevant questions about operations and visually inspecting the plant. Only when all needed information is gathered will the sales engineer — now a trusted consultant — make a specific recommendation on the solution.
Consultive sales techniques can be used in some retail sales as well. For example, a clerk in a high-end jewelry store will present himself or herself as a knowledgeable expert. Buyers can be confident that the information they receive is trustworthy. The industry motto is: If you don't know jewelry, know your jeweler.
Another consultive sales career is in real estate. Agents and brokers are licensed by their state and usually complete additional training to make them more knowledgeable in their field. They work to develop a reputation for being an expert in real estate matters. They strive to develop professional trust from buyers, sellers, and other participants in real estate transactions.
Consultive selling is an advanced technique that requires additional experience and training. However, it can be rewarded by greater sales and higher incomes than many salespeople earn.
Grand Finale: Sales Approach Number 10 [...to be continued
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