Page 26 - Consultative Selling

CONSULTATIVE SELLING: PRE-SALES PREPARATION

First and foremost, it is important for the sales and marketing
personnel to study and understand all about their product or
service, its features, characteristics as well as advantages and

usage etc.

At this stage, an exercise to identify possible areas and fields or target

customers list should be drawn up in detail. In every identified
customer segment, further detailing of how the product could fit in and

be useful to the customer needs to be enumerated. Take the case of
insurance as a product. The product could be sold to various segments

including working women, adults, children etc .

Each individual’s need for insurance would be different. Further,
insurance for each individual would need to be planned with his or her

lifecycle and other factors.

A good salesman will do his homework well to understand more

about each one’s life cycle, lifestyle, demographics and other
socio-economic as well as cultural factors that could influence
their need for and decision for insurance, thereby equipping

himself to be able to work with the individuals and advise them on
how to go about planning for their needs rather than just selling a

product.

Consultative Selling - A new
2/5/2019 26
Approach