Consultative sale


Consultative selling is a form of selling in which the salesperson determines whether the product he sells is the best solution to the customer's problem.

First of all, in consultative sales, the seller assumes the role of consultant so that together with the client it is possible to know if the product is really necessary for them. For that reason, the seller, apart from having the ability to sell, must have the ability to investigate the customer's needs.

Of course, the process is carried out through a series of questions that the salesperson asks the customer. With these questions the salesperson can inquire about the customer's business needs. Seeking to give you a solution through the products sold by the company that the seller represents.

Obviously, this type of sale is fundamentally based on the search for solutions. For this reason, priority must be given to the needs of the client and not to the product and its characteristics. The seller conducts a customer study to give him the best solution, which causes a win / win situation.

What are the steps of consultative selling?

The steps that a salesperson must follow to carry out an advisory sale are:

1. Prospecting

To begin, in this step the seller must be able to identify potential customers who have problems that could be resolved with the products that the company sells. In other words, it would be to find potential customers who have needs that can be solved using the goods and services that the company offers in the market.

2. Rating

Next, what the seller must carry out is a process of debugging all the possible clients considered in the prospecting. Leaving only the best customer proposals that can benefit from the advice of the seller. The advice should always be focused on finding solutions for the client.

Of course, this allows an effective saving of time, because there are only customers who meet the appropriate profiles. In other words, their problems can be effectively solved with the company's products.

3. Initial contact

Subsequently, the initial contact involves the salesperson introducing himself to the customer. If the client assumes a favorable attitude of openness, the salesperson will be able to get to know the client in depth and propose a solution to their problem. The proposed solution will be focused on the customer's need and how the company, through its products and services, can help them with their problem.

Naturally, to provide a better solution, the salesperson will have to listen more to the customer. Only when you have fully understood the problem will you offer the proposed solution.

4. Negotiation

Of course, in the negotiation, the seller presents to the client the commercial proposal that has been prepared in a personalized way for each client. Proposing in a clear way how the products offered by the company will help you solve your problem.

Indeed, after knowing the proposal, the client will present their doubts and objections. Which will be resolved by the seller. Finally, the stage of negotiating some points is reached where the interests of the client and the company can be reconciled. The main thing in this phase is to get both parties to be satisfied.

5. Closing of sales

Clearly, the closing of sales occurs after the proposal has been presented and negotiated. The client considers that the proposal presented by the seller is a good solution for their needs.

Specifically, in this step the necessary procedures are carried out, the presentation and review of documents, ending with the formal signing of the contract. The signing of the contract determines the terms of the commitments acquired by the company and the client.

6. After-sales service

Of course, after-sales service consists of following up with customers after the sale has been completed. By this we mean that the consultative sale does not end with the signing of the contract.

On the contrary, the seller must follow up with his customers, to make sure that they are using the products properly and that they do not have difficulties with their use. After-sales service allows the company to generate customer loyalty and maintain long-term relationships with its customers.

Consultative sale

Consultative Selling Basics

The fundamental element that must prevail in advisory selling is trust. This trust must be based on the following conditions:

  • Reliability: Reliability implies that effectively what the seller says is what he does through the actions.
  • Sincerity: This quality represents that what the seller says is not a falsehood, since what he says is what he wants to say.
  • Openness: Openness allows both parties to openly express everything they think or feel in the dialogue process.
  • Acceptance: Accept the proposals presented without prejudging, showing above all the ability to listen.

In general, the trust that is established between the seller and the customer allows the customer to be willing to give relevant information to the seller. As more and better information is available, the easier it will be to come up with a solution.

Consultative selling benefits

The main benefits or advantages obtained from the consultative sale are the following:

1. Greater customer satisfaction

In the first place, customers find a higher level of satisfaction, since the solution proposal is focused on the customer's need and not on selling products. In addition, the proposed solution is personalized and that generates better results.

2. Better relationships

Second, better relationships are generated between the company's customers and salespeople. Since consultative sales are based on the knowledge and satisfaction of customer needs and not so much on selling products.

3. Personalized service

Third, personalized service enables the development of solutions tailored to the client and strengthens long-term relationships. Clients' needs are treated individually and as a consequence, specific solutions are provided for each client's needs.

4. Quality in service provision

Finally, the seller's effort is not focused on completing a sales action. On the contrary, in the pre-sale task the seller focuses on knowing his customers in depth, to advise them in a more appropriate way. And in the after-sales task, it seeks to follow up with the customer to achieve their greatest satisfaction.

Consultative sale

In conclusion, it can be said that consultative selling is a sales process focused on customer needs. The salesperson becomes the client's consultant, first knowing their problems and needs, and then proposing a solution proposal.

The seller advises the client in a personalized way, to give him a solution through the products he sells. It can be said that it is a form of advised sales.

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