Source: A GREENER CONSULTING WHITE PAPER
This blog looks at how to create the Value Propositions necessary for consultative selling.
Then there’s the ‘How’ of Consultative Selling. Success in consultative selling comes from a different process than has traditionally been used. Gone is much of the world of AIDA (Attention, Interest, Desire, Action) with its paraphernalia of objection-countering and closing techniques. Try using these techniques in a Consultative sale and your sales person is quite likely to be unceremoniously booted out.
Consultative selling requires a new approach, based on the value creation that can only come from understanding the prospect’s issues and co-creating a solution together.
Oh, by the way, this largely explains why Sales and Marketing so often find themselves at loggerheads.
Self-evidently, because the ‘What?’ and the ‘How?’ of selling have changed, so has the ‘Who?’. People trained in, and accomplished at, the old rules of Transactional Selling find it hard to make the change to Consultative Selling. Not only are the techniques fundamentally different, they call for different personality types.
This is not to say that people cannot make the switch (although some categorically cannot), but there is a need to carefully assess individuals in order to determine suitability and training/coaching requirements.
You’ll appreciate, too, that in the context of Consultative Selling situations, the sales role does not just apply to those traditionally labelled ‘Sales’: equally involved are those in account management and other customer-facing areas.
Finding out if you have the right people in the right jobs is one of the most dramatic ways to identify problem areas and start rectifying sales performance.
ProAptivity specialising in the delivery of Maximizer CRM, which offers the ability to monitor, record and report on sales performance. A business can not change what it cannot see.