What is consultative selling? Everything you need to know
Posted: Tue Jan 07, 2025 8:09 am
The term “consultative selling” was coined by Mack Hanan, a leading B2B salesperson and author of the book of the same name “Consultative Selling”. One of the most valuable ideas that Hanan develops in his publication is based mainly on the idea that salespeople have in their hands the ability to create stable relationships with their customers, helping them make the best decisions, beyond simply closing a specific deal. Hanan’s approach may seem strange, even today, to entrepreneurs who are simply trying to make sales. If that’s the indicator of a company’s success, without having a large portfolio of loyal customers, the values are quite different.
Consultative selling can seem counterproductive, when viewed from this more traditional perspective, because it focuses on the narrowest, most critical stage of the funnel, rather than a broader scope. In this context, it is worth asking about the need for consultative selling and what differentiates it from, for example, traditional cameroon telegram database sales tactics. The Need for Consultative Selling and How it Differs from Traditional Selling The goal of marketing is to communicate with the company and the consumer. In this way, it meets the needs of both parties: the sale and the purchase. The key lies in communication, because the right message must be conveyed in an understandable way for the consumer to receive it. But seen from another angle, this process can only have the goal of bringing the right product to the right consumer.
When it comes to offering a quality service and/or product that meets the needs of the target audience , it is not enough to do the above. Consultative selling is about offering specific solutions to the customer being served. That is why it is enough to demonstrate understanding, to listen actively and to have a broad and in-depth knowledge of one's own catalog. As well as the creativity and ingenuity necessary to identify how a product can be perfectly adapted to that particular customer. Consultative sales About the sales and conversion funnel If you are active in the field of marketing , you are certainly familiar with the concept of a funnel or sales funnel . It is a metaphor or visual reference to graphically describe how a marketing strategy filters users to finally convert them into customers.
In the more extensive stages of the funnel we find: brand building , subsequent customer attraction campaigns, web traffic, advertising campaigns, customer segmentation or loyal customer niche, etc. The problem with consultative selling is that it is located at a critical and very difficult point of what is called the funnel or sales funnel . That is, the realization of the sale itself. By successfully conducting a consultative sale, you can attract an important client, with whom negotiations could continue in the future. And, if you do not make a specific sale, you will not be able to return to the previous stages of the conversion process. On the contrary, this potential client is interested in what you offer, and therefore, always on the verge of making a next purchase.
Consultative selling can seem counterproductive, when viewed from this more traditional perspective, because it focuses on the narrowest, most critical stage of the funnel, rather than a broader scope. In this context, it is worth asking about the need for consultative selling and what differentiates it from, for example, traditional cameroon telegram database sales tactics. The Need for Consultative Selling and How it Differs from Traditional Selling The goal of marketing is to communicate with the company and the consumer. In this way, it meets the needs of both parties: the sale and the purchase. The key lies in communication, because the right message must be conveyed in an understandable way for the consumer to receive it. But seen from another angle, this process can only have the goal of bringing the right product to the right consumer.
When it comes to offering a quality service and/or product that meets the needs of the target audience , it is not enough to do the above. Consultative selling is about offering specific solutions to the customer being served. That is why it is enough to demonstrate understanding, to listen actively and to have a broad and in-depth knowledge of one's own catalog. As well as the creativity and ingenuity necessary to identify how a product can be perfectly adapted to that particular customer. Consultative sales About the sales and conversion funnel If you are active in the field of marketing , you are certainly familiar with the concept of a funnel or sales funnel . It is a metaphor or visual reference to graphically describe how a marketing strategy filters users to finally convert them into customers.
In the more extensive stages of the funnel we find: brand building , subsequent customer attraction campaigns, web traffic, advertising campaigns, customer segmentation or loyal customer niche, etc. The problem with consultative selling is that it is located at a critical and very difficult point of what is called the funnel or sales funnel . That is, the realization of the sale itself. By successfully conducting a consultative sale, you can attract an important client, with whom negotiations could continue in the future. And, if you do not make a specific sale, you will not be able to return to the previous stages of the conversion process. On the contrary, this potential client is interested in what you offer, and therefore, always on the verge of making a next purchase.