In this approach, instead of trying to push sell the products which sales rep is selling, the representative tries to listen to the problems of customers in detail and try to weave around a solution to his problem in a more consultative way. In this process, he may identify where his products and services can add value in the solution stream and try to offer them to clients. In short, the representative tries to patiently listen to customer problems, understand their context in detail and try to offer them a solution for free. They try to meet the customers regularly to understand their context and situation in detail and try to offer a best fit solution.

This is a long term sales strategy. It may not give you results instantly, but slowly over a period of time you build trust by providing real value-add to your client. In this approach, you reap the benefits in long term with consistent sales later. In addition, customers slowly become your advocates and also help increase your sales by recommending you within their networks.

Consultative way of sales is not something very new in this world. Many front end sales staffs practice this approach unconsciously without being provided any explicit training on the same. 

Example of Consultative Selling:

Consider a situation, a customer visits an electronic shop to buy an oven. Customer had done some initial research about the products. Though he had decided the product at a particular price point, but he was not sure if it would meet his needs. Once he reached the store, he is greeted by the sales staff. On getting to know that customer is looking for an oven, the store representative asked, "May I know, what would you be using it for?". Customer replied by saying "He wants to use it for this family comprising of 6 members and is interested in baking cakes and cookies". Based on this context, the store representative suggested one product which suits customer needs better and was in fact lower priced than the one which the customer was planning to buy.

With this example you can understand that reps need to wear the shoes of customer and suggest a best solution to his problem which he is trying to solve. This may sometime mean that you may not get to sell high priced products. This is absolutely fine since you need to build trust with the customer and see them as a long term asset instead of trying to strike a single sales transaction. Push selling is not good for long run and customer never realizes the true value of those offerings since there was fundamental mismatch against his needs.

Suggested Reading: 5 Step process for Consultative Selling.

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