Page 16 - Consultative Selling

ROLE PLAY BY CONSULTATIVE SALESMAN

Whenever you attend any sales seminar or workshops, in all
probabilities you get to hear about consultative approach to selling. This
buzz word has caught up in the recent past with all organizations.

Historically business was always profit oriented and selling the product
or service was more important for Organizations.

Sales figures and bottom lines were the only areas of focus as far as the
managements were concerned for they measured their success and
performance based on these two parameters. Even today these two

areas remain the benchmarks of organizational growth and score card.

Few decades ago there was a shift from selling to customer service and
customer satisfaction.

Management experts began talking about the need for organizations to

focus on exceeding customer expectations. Marketing and sales
theories were re-written and the gradually, all organizations turned to

consider customer as the king.

This orientation was further supported by the quality systems and the
value systems adopted by the organizations to define their business

processes and operations. In the area of sales and the approach to
selling, the customer centric approach led to the growth of the concept

called “Consultative Selling”.

Consultative Selling - A new
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Approach