WHAT IS CONSULTATIVE SELLING.

Consultative selling is a sales methodology that focuses on helping customers identify their needs and offering solutions that meet those needs. Consultative salespeople do not focus on selling a specific product or service, but on helping customers achieve their goals. This approach is based on principles such as empathy, professionalism and customization of solutions. Consultative selling has long-term advantages, as it builds strong relationships with customers and is more profitable, as customers are willing to pay for solutions that meet their needs.

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Principles of consultative selling

Consultative selling is based on the following principles:

• Empathy: Consultative salespeople must put themselves in their customers' shoes to understand their needs and challenges.
• Professionalism: Consultative salespeople must have a deep knowledge of the products or services they offer, as well as the industry in which they operate.
• Customized solutions: Consultative salespeople must work with customers to create customized solutions that meet their specific needs.

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On the other hand, consultative selling is an approach in which the salesperson acts as a consultant rather than just a seller of products or services. It focuses on deeply understanding the customer, tailoring solutions to their specific needs and building long-term relationships. This includes a deep understanding of the customer, personalization, a focus on problem solving, customer education, collaboration and constant follow-up.

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Characteristics of consultative selling

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Consultative selling is characterized by the following features:

• In-depth understanding of the customer: The consultative salesperson spends time getting to know the customer, their company, their industry and their challenges in depth. This involves asking open-ended questions and listening carefully to the answers.
• Customization: Rather than offering a generic solution, the consultative vendor tailors its offering to the customer's specific needs. This may include product or service customization.
• Focus on problem solving: The consultative salesperson focuses on helping the customer solve problems or take advantage of opportunities, rather than simply selling something. This involves identifying the customer's challenges and offering solutions that address them.
• Education: The consultative salesperson educates the client about the options available and their advantages and disadvantages. Provides information and knowledge that helps the client make informed decisions.
• Long-term relationships: Consultative selling is not just about a one-time transaction. The salesperson seeks to establish a long-term relationship with the customer, building trust and demonstrating commitment to the customer's success over time.
• Collaboration: The consultative salesperson works closely with the customer to find the best solution. This implies a more collaborative approach rather than a "pressured" sales approach.
• Follow-up: After the sale, the consultative salesperson remains in contact with the customer to ensure that the solution is working as expected and to address any problems that may arise.

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Consultative selling is used in situations where customer decision making is significant and in sales of complex products or services, where a high level of trust is required between the salesperson and the customer.

In short, consultative selling is a sales approach that relies on deep customer understanding, customizing solutions and building long-term relationships. This is achieved through empathy, professionalism and collaboration, making it an effective approach for sales of more complex, high-value products or services.

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Consultative selling techniques

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In consultative selling, a variety of techniques and strategies are used to understand customer needs, build strong relationships and offer customized solutions. Here are some common techniques used in consultative selling:

• Active listening: This is one of the most fundamental techniques in consultative selling. Consultative salespeople listen carefully to their customers to understand their needs, wants and challenges. They ask open-ended questions to encourage conversation and allow customers to express themselves.
• Questioning: Consultative salespeople ask strategic questions to deepen their understanding of the customer's needs. They ask about the customer's problems, objectives, constraints and any other factors that may influence the customer's decision making.
• Customization: Tailoring the offering to the customer's specific needs is a key technique. Consultative salespeople work with customers to create customized solutions that solve their problems or meet their desires in a unique way.
• Customer education: Consultative salespeople educate customers on the options available and provide detailed information on the advantages and disadvantages of each option. This helps customers make informed decisions.
• Hands-on demonstration: Where relevant, consultative salespeople can perform hands-on demonstrations of products or services to show how they work and how they can meet customer needs.
• Handling objections: Consultative salespeople are prepared to address customer objections in a professional and persuasive manner. They listen to the customer's concerns and offer solutions or evidence to support the buying decision.
• Long-term relationship building: Consultative selling is based on building strong, long-term relationships with customers. Consultative salespeople strive to demonstrate their commitment to customer success over time.
• Collaboration: Rather than imposing a solution, consultative salespeople work closely with customers to find the best solution. This implies a more collaborative approach rather than a "pressured" sales approach.
• Ongoing follow-up: After the sale, consultative salespeople maintain constant follow-up to ensure that the solution is working as expected and to address any problems that may arise. This strengthens the relationship with the customer.
• Sales Closing Techniques: While closing sales is important in any sales approach, in consultative selling, closing techniques are used that are tailored to the relationship of trust built. Rather than forcing a close, a natural close is sought based on meeting the customer's needs.

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These techniques are used together to create an effective consultative selling experience, where the focus is on the customer and providing solutions that truly meet their needs. Empathy and understanding are critical to success in consultative selling.

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Types of consultative selling

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Consultative selling can be adapted to different types of industries and situations, which has led to the development of several variants of this approach. Here are some types of consultative selling:

• B2B (Business to Business) Consultative Selling: In this type of consultative selling, consultative salespeople work with other companies. They focus on understanding the specific needs and challenges of their business customers and offer tailored solutions, such as business products or services. Examples include selling business software, consulting services, or manufacturing equipment to other companies.
• B2C (Business to Consumer) Consultative Selling: Although less common in sales to individual consumers, B2C consultative selling involves a more targeted approach to customer needs and wants in retail situations. For example, an appliance salesperson might take a consultative approach in helping a customer select the right appliance for his or her specific needs.

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In conclusion, consultative selling has a number of advantages over traditional selling. First, it is more effective in the long run, as it builds strong relationships with customers. Second, it is more profitable, as customers are more willing to pay for solutions that meet their needs.

Some premises to practice consultative selling:

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• Ask open-ended questions to understand the customer's needs.
• Listen attentively to the client's responses.
• Offer solutions that meet customer needs.
• Build relationships with customers.

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