What Is Consultative Sale? Definition of Consultative Sale, Consultative Sale Meaning and Concept
Consultative selling is a form of selling in which the salesperson determines whether the product they are selling is the best solution to the customer's problem.
First of all, in consultative selling, the seller assumes the role of consultant so that, together with the client , they can know if the product is really necessary for them. For this reason, the seller, apart from having the ability to sell, must have the ability to investigate the needs of the client.
Of course, the process is carried out through a series of questions that the salesperson asks the customer. With these questions the seller can investigate the needs of the client 's business . 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. That is why priority must be given to the needs of the client and not to the product and its characteristics. The salesperson carries out a study of the client to give him the best solution, which causes a win/win situation.
What are the steps of consultative selling?
The steps that a seller must follow to make a consultative sale are:
To begin with, in this step the seller must be able to identify potential customers who have problems that could be solved 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.
Next, what the seller must carry out is a filtering process of all the possible clients considered in the prospecting . Leaving only the best proposals from clients who can benefit from the advice of the seller. Consulting should always be focused on finding solutions for the client.
Of course, this allows an effective saving of time, because only customers who meet the appropriate profiles remain. This means that their problems can effectively be 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 his problem. The proposed solution will be focused on the client's needs and how the company can help them with their problems through its products and services.
Naturally, to provide a better solution, the seller must listen more to the customer. Only when you have fully understood the problem will you offer the proposed solution.
Of course, in the negotiation the seller presents the client with the commercial proposal that has been prepared in a personalized way for each client. Clearly proposing 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 negotiation of some points where the interests of the client and the company can be reconciled is reached. The main thing in this phase is to ensure that both parties are satisfied.
5. Closing sales
Undoubtedly, 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 his 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 already been concluded. 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 clients, to ensure 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 selling steps
Fundamentals of consultative selling
The fundamental element that must prevail in consultative 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 actions.
- Sincerity: This quality represents that what the seller says is not false, since what he says is what he means.
- Opening: The opening allows that, in the process of dialogue, the two parties can openly express everything they think or what they feel.
- Acceptance: Accept the approaches presented without prejudging, expressing above all the ability to listen.
In general, the trust that is established between the seller and the client allows the client to be willing to give relevant information to the seller. The more and better information is available, the easier it will be to come up with a solution.
Benefits of consultative selling
The main benefits or advantages obtained from consultative selling are the following:
1. Increased customer satisfaction
First, customers find a higher level of satisfaction, since the solution proposal is focused on the customer's needs 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 vendors. Since consultative sales are based on knowledge and satisfaction of customer needs and not so much on selling products.
3. Personalized service
Thirdly, the personalized service allows the development of solutions tailored to the client and strengthens long-term relationships. The needs of the clients are treated individually and as a consequence, specific solutions are provided for the needs of each client.
4. Quality in the provision of the service
Finally, the seller's effort is not focused on completing a sale action. On the contrary, in the pre-sale task, the seller focuses on getting to know his clients in depth, in order to advise them more appropriately. And in the after-sales task, he seeks to follow up with the client to achieve the greatest satisfaction for him.
Consultative selling advantages
In conclusion, it can be said that consultative selling is a sales process focused on the needs of customers. The seller becomes a consultant to the client, first learning about her 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 sale.