Contents
- What are consultative sales
- Why consultative sales are necessary
- Techniques for effective consultative sales
- Main stages of consultative sales
What are consultative sales
Consultative sales represent a unique approach where the seller does not simply offer a product or service but seeks to understand the client's needs more deeply. Instead of the standard method that focuses solely on the advantages of the product, the consultative approach is oriented towards identifying the real problems of the client and proposing optimal solutions. For example, if a company offers project management software, the seller will first find out what difficulties the client is facing, whether it be task coordination, meeting deadlines, or optimizing processes. Based on this information, the focus will be on those features that will help solve the client's specific problems.
An equivalent of consultative sales in the online world is quizzes that first ask users to answer questions about their preferences and wishes, and then match the most suitable products or services. This method helps create a more personalized experience for the client.
Why consultative sales are necessary
Consultative sales have many advantages that contribute to business development. Here are some of them:
- Building long-term relationships: A seller who understands the client's needs and offers exactly what is necessary fosters trust and increases the likelihood of repeat purchases.
- Improving the company’s reputation: The consultative approach creates positive impressions among clients, increasing the likelihood of good reviews and recommendations.
- Increasing the average transaction value: A deep understanding of the client's needs allows for offering more complex and comprehensive solutions, which increases the average deal value.
- Overcoming price objections: Consultation helps demonstrate the value of the proposed solution, reducing the importance of price in the client's eyes.
- Reducing refusals and returns: When a seller offers solutions that meet the client’s real needs, it increases the likelihood of satisfaction with the purchase.
Techniques for effective consultative sales
For the successful application of consultative sales, it is important to use various techniques that will help better interact with clients. Let's consider some of them:
| Technique | Explanation | Example |
|---|---|---|
| Rapport | A way to establish contact and trust. | Using facial expressions and gestures similar to the interlocutor. |
| Active listening | Understanding the subtext of the client's words. | “Please tell me more about this problem.” |
| Open-ended questions | Questions that encourage the client to elaborate. | “What made you consider changing your laptop?” |
| Paraphrasing | Repeating the client’s words in your own words. | “Am I right in understanding that you are looking for boots that won’t get wet?” |
| Visualization | Helping the client envision the product in action. | “Imagine that your internet goes out while you are working…” |
| Personalization | Selecting product features that match the client’s needs. | “Since image quality is important to you, I suggest options with powerful graphics cards.” |
Main stages of consultative sales
Consultative sales involve several main stages that help effectively interact with clients:
- Establishing contact: Creating a trusting communication and interest in dialogue.
- Data collection: Understanding the client's needs and problems through active listening.
- Product presentation: Focusing on solving the issues identified in the previous stage.
- Handling objections: Discussing doubts and concerns that the client may have.
- Closing the deal: Completing the purchase process and leaving a good impression of oneself.