Page 25 - Consultative Selling

CONSULTATIVE SELLING: PRE-SALES PREPARATION

Selling is an Art. Not everyone can shine well as a Salesman. But for
those who do train and groom themselves as salesmen, the career can be a
rewarding as well as challenging experience. Selling in current times is

definitely a challenge, especially when the competition is very high and the
customers are very choosy, demanding and informed.4

With the multimedia and technological advances, market characteristics have
undergone changes. The customer or buyer behavior, buying pattern as well
as the process of buying too have changed. Apart from competing with

others, every brand has got to prove itself in terms of its superior value to
the customers.

Today’s sales managers and executives are a breed apart. Gone are the days
when the salesmen would carry their bag and make several cold calls every
day. Today’s salesmen are hi tech, technically qualified and position themselves

differently from the earlier profiles.

Today, consultative selling has become the latest practice in engaging with
the customers. To be able to sell a product, salesmen first need to get to
know all about the customer and his business first. Identifying the

customer’s needs and building a solution using the product or
service being sold is the way that sales prospecting are being
managed in recent times.

Consultative selling is not easy. It calls for thorough study, preparation
and planning by the sales and marketing teams. The amount of time that is

spent by the sales and marketing managers in preparing the groundwork is
significantly higher in consultative selling.

Consultative Selling - A new
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Approach