Page 52 - Consultative Selling

MANAGING CUSTOMER CONCERNS – A PART OF THE
SELLING PROCESS

In the first instance you will need to spend considerable time in learning the
intricacies of customer’s business and understanding their needs and pain
points. You will need to employ probing techniques and open ended

questions to be able to draw response from your customers. Engaging with
the customer with empathy, leading the discussions, listening as well as
responding and asking right questions will help you gain acceptance and a

certain level of trust from the customer. However this does not mean that
the customer is ready to make his purchases from you.

You go on to build and offer a solution to the customer, make the
presentation, explain the advantages and benefits that accrue to his business
by going in for your solution. At the end of this session, it is quite likely that

you will come to a stale mate stage. Despite accepting your solution, your
customer may not be moved to or ready to commit himself in terms of his
decision to buy from you. This situation is likely to come up in every sales

process.

This is where your skills as the consultative salesman come into play. You will

need to position yourself as a consultant, facilitator and well wisher of your
customer and find a narrow leeway to take in the said and unsaid objections

and deal with them. Dealing with objections and criticisms in a positive way
is one of the most important skills that the consultative salesman has got to
have.

Consultative Selling - A new
2/5/2019 52
Approach