Author: Mariel Gallardo

Defining Consultative Selling

Imagine sales as a healthy relationship – not with a customer, but akin to relationships with friends, family, or a partner where communication, understanding, honesty, trust, and loyalty are crucial components. Consultative selling involves: actively listening to customers, comprehending their needs, and offering tailored solutions - All of them together. It goes beyond showcasing a product; it's about building a trustworthy, long-term relationship.

The Role of a Successful Consultative Seller

In the B2B sector, where fostering long-term relationships and customer loyalty is paramount, a successful consultative seller strikes a balance between product knowledge and understanding the customer's needs. The goal is to achieve a win-win situation where both parties are content. It requires the ability to listen actively, communicate effectively, and offer solutions that genuinely add value to the customer. And, the most important, belief in the product being sold is a cornerstone – customers are more likely to trust and engage with a product when the seller genuinely believes in its value.

Demystifying Sales Myths

One prevalent myth revolves around the concept of the "aggressive seller." Drawing inspiration from Simon Sinek's "Start with Why” book, we explore the importance of understanding the purpose behind what is being sold. Instead of focusing solely on the "what," successful consultative selling begins with the "why" – the core values and beliefs that connect the seller, the customer, and the company. Aggressive sales tactics, such as creating a sense of urgency or pressure, may yield short-term results, but for sustainable B2B relationships, caution is advised. Aggressive tactics might lead to a sale, but it risks leaving the customer uncertain and unsatisfied in the long run when you use them to give the client something they don’t really need.

Recommendations for Successful Consultative Selling

To excel in consultative selling, building respect and trust with the customer is fundamental. This involves becoming relatable, making the sales process more enjoyable, and allowing the seller to derive satisfaction from the interaction. Rather than overwhelming the customer with extensive product features, a consultative seller focuses on understanding the customer's business and genuinely finding ways to assist. The key is to add value authentically with genuine desire to help.

Consultative selling is measured by the strength of relationships built

In the realm of consultative selling, success is measured not just by the number of closed deals but by the strength of relationships built. It requires a departure from traditional sales approaches, embracing active listening, empathy, and a genuine desire to provide solutions. Aspiring consultative sellers should prioritize earning the respect and trust of their clients, becoming not just sellers but trusted advisors and allies in their customers' journeys.