Page 19 - Consultative Selling

LEARNING THE ROPES OF CONSULTATIVE SELLING

Today’s markets are highly competitive. Customers have never had it better.
Now they have unlimited choices to make. All the products that are out in
the market are superior in terms of their quality, performance and feature
etc. It is very difficult for customers to make a choice to buy any one

particular brand of product alone. Very often the sales process or the
interaction with the salesman and the approach to selling clinches the deal.
Customer’s time is very valuable. They would find it useful to engage in their

own area of business rather than take time to find out all that there is to
know about a product, the different manufacturers etc. This is where a
consultative selling approach works best.

Consultative selling is an approach wherein the salesman engages
with the customer’s business, understands all about customer’s

business processes, identifies their specific needs, shortcomings
and problems and designs solution of which his product or service
is a involved.

Thus the salesman or the selling company offers a solution to the customer

to improve his business rather than just selling a product or service leaving it
to the customer to figure out how best to use the same.

Consultative selling has gained ground in recent times and almost all
industries have adapted this approach of selling their products and services.
Consultative selling has taken the concepts of Customer engagement,

Customer relationship and Customer satisfaction further to partnering with
the customer.

Consultative Selling - A new
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Approach