| Consultative selling is, by nature, exactly as it sounds. | | | | teaches us not to make assumptions as to what the |
| Instead of selling to a client, a sales professional | | | | client wants. In sales, assumptions get you into trouble. |
| uncovers the needs of the prospect through asking | | | | This goes back to the question and answer process |
| various questions and then tailoring their product or | | | | that is central to consultative selling. Additionally, |
| service accordingly. There is no better way to go | | | | consultative selling involves doing a basic "needs and |
| about it. The old way of selling which is quite outdated | | | | wants" analysis. Again, like consultative selling, "needs |
| involved the sales representative giving a presentation | | | | and wants" are quite simplistic and are exactly what |
| to their target market and hoping it hits a sweet spot. | | | | they sound like. Essentially, needs are the basic |
| This type of selling was perfectly shown in the media | | | | requirements of the prospective client. Let's say that |
| through the David Mamet play Glenngary Glen Ross. | | | | you are a sales rep for Apple Computer in the |
| Throughout the story, we see desperate sales | | | | business to business space (B2B). |
| professionals pitching potential investors and attempting | | | | As a consultative selling expert, you understand that |
| to convince them to sign off on a significant purchase. | | | | the client with whom you are meeting needs a |
| This type of selling does not work anymore. | | | | computer. But then the "wants" come into play. If |
| Companies such as Miller-Heiman have changed the | | | | someone needs a computer, they will probably buy a |
| sales ballgame and our sales headhunters and sales | | | | Dell or other inexpensive PC, if left to their own |
| recruiters couldn't be more thankful for it. There is also | | | | devices. But if someone wants a very sleek, functional |
| a medium between consultative and aggressive selling | | | | computer which also serves as a lifestyle choice, they |
| that our sales employment experts also frown upon | | | | are probably going to want a Mac. Therefore, the |
| (though not as much as pure, old-style, aggressive | | | | consultative selling expert will determine - again, through |
| selling). Our sales headhunters call this middle ground | | | | a pleasant conversation with a back and forth question |
| "reading off the PowerPoint." We agree that all sales | | | | and answer session - how the client could use the |
| professionals should come equipped with a | | | | Apple computers and how it may make their life |
| presentation, however a bullet-pointed PowerPoint | | | | easier. To give an example of aggressive selling using |
| never got somebody really excited about the product | | | | the same scenario, a sales person would immediately |
| or service they were being offered. | | | | tell the client that Macs have much better design |
| The best way to sell, in the opinion of our sales | | | | functions than many PCs without first waiting to hear if |
| headhunters, is to have a basic conversation. You | | | | this was something the client was even concerned |
| learn more by asking questions and decision makers | | | | with. As you have probably already deduced, our sales |
| enjoy the meeting more. Nobody likes to be talked at; it | | | | headhunters strongly recommend using a consultative |
| is boring and sometimes makes the target client feel | | | | selling style. |
| as if you don't value his opinion. Consultative selling also | | | | |