Zen and the Art of Consultative Selling

Consulting to sell!

In today’s hyper-competitive market, mere selling won’t do. If you want to succeed, you’ll also have to orient them toward consultative selling? What's the difference between the run-of –the-mill and a consultative approach to selling? The consultative approach to selling is the 21st century approach that helps prospects to buy. There are always a lot more sales for the sales rep-turned-consultant.

A consultant makes calls and sales just like any other salesperson. The difference is in his attitude, approach and commitment. Anyone would agree that telling is not selling. Unfortunately, most salespeople end up doing that. The only thing that the prospect cares about is - What’s in it for me? A prospect looks for someone who can solve his problems. Hence, ‘sales consultants’ should ascertain what the prospect’s ‘emotional hot button’ is? What problem will the product serve to solve? What ‘pain’ will it resolve?

A sales rep starts pitching right away, which is exactly what he shouldn’t be doing. The sales rep should first elicit information about the prospect “I will tell you everything about my product/services. However, before I start, I want you to tell me about yourself.” He should record everything that the prospect says. An important thing to remember is that it is always better to ask non-threatening questions first. After they feel comfortable, other sticky questions can be asked. The idea here is to shift the prospect’s attention from the logical to the emotional perspective. Once this is done, it is easier for the sales rep to sell. Reason: The logical side of the brain makes slow decisions, whereas the emotional side makes impulsive ones.

This does not imply that the logical side is ignored; rather it implies that there should be a healthy mix of both to avoid ‘post-purchase dissonance’ or ‘buyer’s remorse‘. Research has proved that people buy based on emotions, but they often back the emotional decision with logic. Hence, all factual information should be provided.

The ideal time for making a presentation is only after the above exercise of questions and answers is completed. A sales rep has to play the role of a doctor who listens to his patient, and then prescribes a solution. He must also remember to sit next to the prospect, and not opposite him in order to make the prospect feel more at ease.

Throughout the presentation, the salesman has to carefully observe the body language, comfort level and the interest level of the prospect, so that he can adjust accordingly. He needs to focus on the benefits that the prospect had mentioned earlier, instead of the product features. Doing so would make the prospect feel that he is being provided personalised service.

So far so good! It is observed that many salespeople do very well upto this point, but foul up thereafter. This typical closing problem could be due to nervousness or an anxiety to get done with it.

Closing the sale is the most important step and requires careful deliberation and planning. Consider this the sales rep could say, “ “Did I give you my fee structure, or how my guarantee works?” or “Here is how the payment plan works, but you will be given a refund if you are dissatisfied.” In all likelihood, the prospect will get converted to become a customer.

Getting the best from people is a fundamental part of the sales manager’s responsibility. To fulfil this responsibility, you have to pull every sales rep out of his "comfort zone" at least once a year and expose him to different perspectives and ideas about selling. Train him in consultative selling to get the best from him.

Related reading:

1."Fifteen tips for mastering the art of selling”; Weinstein, Bob; IT World; May 2001
2.”How to use the art of consultative selling to sell upto 10 out of every 10 prospects you meet with”; Kay, Brian; Leads 4 Insurance; 2000.
3." Discipline yourself and profit from the art of consultative selling";Gitomer, Jeffrey; Small Business Insights; 2000

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