Page 63 - Consultative Selling

MANAGING PRICING NEGOTIATIONS IN CONSULTATIVE
SELLING

Pricing discussions are challenging and demand highest concentration on the
part of the sales manager leading the sales process. Pricing in a consultative
selling process is a strategic decision than a simple sales decision. Unlike

traditional selling process, you do not try to match your customer’s pricing
requirement by offering discount or give a chance to the customer to turn
you down.

In a consultative selling process, you always adopt a win-win attitude while
dealing with your customer. Relationship is always kept in mind while taking

any decision. An effective sales man will be able to lead the customer to the
pricing phase after obtaining a consensus from the customer with regard to
the solution. The best strategy to open the pricing meeting would be to state

the common objectives from both sides and get customer to agree that the
meeting will close with a workable solution. This binds both parties to try
hard and explore all avenues to come to a mutually agreeable pricing.

In many cases, pricing decisions are not very simple. The client organization
and its reputation as well as the volume of business that you are going to

win, does have an impact on your decision. Your Organization’s leadership in
the market also plays an important part in your pricing decision. If you are

yet to gain market share and are in the early stages of building your business,
you might value association with a reputed Organization and thereby agree
to price reduction and match customer’s expectation without looking at the
profit margins.

Consultative Selling - A new
2/5/2019 63
Approach