Imagine This
Imagine that you’ve hired a travel agent to plan your dream vacation. You tell the agent that you’re not exactly sure where you want to go. Immediately, they start listing packages and recommendations:
“Let me tell you about our Paris package. Whether you’re seeking art, romance, cuisine, history, and culture—Paris has it all. Imagine waking up to views of the Eiffel Tower, taking a scenic cruise down La Seine, or eating at one of the world’s most renowned, three-Michelin-starred restaurants … ”
Before you can explain that you would probably prefer something more remote and mountainous, the travel agent continues, “Or, maybe you’d prefer to unwind on the white-sand beaches of Jamaica. Swim in crystal-clear waters or explore underwater caves, reefs, and sea life. Jamaica offers fun for the whole family!”
How do you feel? Exasperated? Annoyed? Distrustful?
This scenario illustrates a common mistake salespeople make: They focus on selling instead of understanding and providing value to prospective customers. You can avoid this mistake by adopting a customer-first approach to sales called consultative selling. In this lesson, you’ll find out what consultative selling is and why it’s effective. You’ll also learn five steps to adopting a consultative approach to sales.
In this video, learn what consultative selling is, why it’s effective, and how to adopt a consultative approach to sales.
What Is Consultative Selling?
Consultative selling places the customer—not the company’s agenda or offerings—at the center of sales conversations. As the name suggests, the salesperson acts more like a “consultant” or “coach” than a traditional “seller.” Instead of leading with products and features, the salesperson starts by asking questions, listening, and seeking to understand a prospective customer’s situation. Together, the seller and prospective customer identify needs and discover the best solution.
In short, consultative selling emphasises building relationships and providing value to prospective customers first—then recommending the appropriate product or service afterwards.
For Example
Let’s return to the scenario from the introduction. Only this time, we’ll reimagine how your conversation with the travel agent might have gone had they taken a consultative approach:
After introductions, the travel agent asks questions to get to know you and your situation, including:
“What’s your budget?”
“What are your dream destinations?”
“What’s been your favorite vacation yet, and why?”
“How would you describe your travel personality?”
“What kind of activities do you enjoy while on vacation?”
“What are your top priorities for choosing a destination?”
“Why are you going on vacation?”
In conversation, you might reveal that mundane, day-to-day routines have left you feeling stifled. You’re seeking adventure—something outside of your comfort zone that would allow you to experience a different way of living.
Based on this understanding, along with the other details they’ve gathered about your situation, the travel agent suggests the South American outdoor adventure destination of Patagonia. They describe the region and opportunities to explore diverse and awe-inspiring landscapes.
“Before we discuss any further, does Patagonia sound like a place that resonates with you?” the travel agent asks. “Yes!” you exclaim. “That sounds incredible!”
From there, the travel agent asks follow-up questions before booking accommodation, tours, and activities. They explain they can connect you with local guides and offer unique and off-the-beaten-path recommendations that you couldn’t find on your own. By the time you leave, you feel excited about your decision and impressed with the valuable insights the travel agent provided. While Patagonia wasn’t on your radar before the meeting, it offers everything you hoped for in a destination.
Why Consultative Selling Is a Win-Win
See the difference that consultative selling can make? Consultative selling benefits both sellers and prospective customers.
Hover over each card to reveal how.
Sellers
Sellers
Prospective Customers
Prospective Customers
Consultative selling is ideal for helping customers make large or complex purchasing decisions. It’s also helpful when customers must choose from many options.
“Your job is not to tell the client what their return on investment is, your job is to ask the right questions and have the client tell you.”
Kim Orlesky
Ask for Feedback Regularly
As you move through these steps, pause for feedback at regular “checkpoints” throughout your conversation. For example, you might ask prospective customers if they understand an idea or information that you’ve presented to them. Or, you might ask what they think about an option or suggestion. By continuously checking in with prospective customers and soliciting their input, you can keep them engaged and find opportunities to address potential misunderstandings or objections.
Summary
The premise of consultative selling is simple: Serve the customer first. Ask thought-provoking questions to deeply understand prospective customers’ objectives, constraints, and needs. Make the conversation about them—not your company, product, or service. Finally, use your understanding to provide relevant information and connect the prospective customer with a solution that will deliver real value. By adopting a consultative approach to sales, you can build positive, long-term customer relationships and close more deals.
- Be authentic. Express genuine curiosity about the prospective customer’s situation. Strike a conversational tone and beware of coming across as disingenuous or overeager to sell.
A healthy mindset makes a successful salesperson. Click on “Check Your Understanding” in the space below. Then, continue to the final lesson to assess your emotional intelligence.