Consultative selling is a state of mind and preparedness
What's the difference between a sales rep and a consultative seller? Lots more sales for the consultant.
The consultative approach to selling is the 21st century approach to helping customers and prospects buy. But beware you can't just go out and change your title. The catch is you have to earn it. And it isn't easy, Bubba.
A consultant makes calls and sales just like any other salesperson. The difference is attitude, approach and commitment.
A consultant is willing to forgo short-term gains to achieve greater long-term benefit for himself and the customer he serves.
A consultant builds relationships on a foundation of trust, respect and performance.
A consultant gains and builds credibility. In the sales profession, credibility comes from consistently demonstrating preparedness, knowledge, expertise and a genuine concern for the customer's success in a way that is perceived by the customer to be useful, needed and valuable. You must provide that credibility. You must transform yourself from a salesperson to a resource in the mind of the prospect.
Do you execute the selling process at its highest level? Look at the types of questions you ask. List them. Are they extraordinary? Do they make the prospect think in new patterns? Do they raise your credibility? If not, make a new list.
Here are some lead-ins to consultative types of questions:
What makes you think ...
How do you select ...
What's most important to you about ...
Where do you see ...
How have you employed ...
What has been your experience with ...
If you could change one thing about ...
How would you improve ...
What plans have you made to ...
A consultant is to a sales rep what a Mercedes 600 SE is to a Ford Escort. Both will drive you to the (sales) dance, but the Mercedes sells itself. The Ford is a hard sell especially if they're side by side. Which one would you rather be?
Here are the differences between a consultant and a sales rep:
Consultants think long term Sales reps think short term.
Consultants are considered experts Sales reps are considered salespeople.
Consultants don't sell. They're specialists that make recommendations to help the prospect buy Sales reps sell, sell, sell.
Consultants are respected as leaders in their field Sales reps strive for recognition.
Consultants are confident Sales reps fight to gain a positive image.
Consultants are articulate Sales reps are fast talkers.
Consultants are listened to Sales reps are avoided unless needed.
Consultants are considered a valuable resource Sales reps must prove themselves on every sale.
Consultants are problem solvers Sales reps tell about their product.
Consultants ask deep, probing questions Sales reps ask forced questions.
Consultants are friends, mentors and advisers Sales reps want to make the sale.
Consultants offer real-world solutions that make sense to the customer Sales reps try to close the sale.
Consultants are highly paid professionals Sales reps just earn commissions.
Consultants think, "How can I help?" Sales reps think, "What's in it for me?"
Consultants want to know more about helping Sales reps want to know more about closing.
Which are you consultant or sales rep?
Becoming a consultative seller is not achieved overnight. It's a discipline that must be practiced every day. It means dedication not just to changing the way you think about selling, but also to changing and enhancing the way you think about yourself and your ability to serve the customer.
Thinking of yourself as a consultant is one thing. Having the customer perceive you as one is quite another. To change titles, you must change commitment levels.
Jeffrey Gitomer is the author of "The Sales Bible," and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless." President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. Inquiries should be e-mailed to salesman@gitomer.com or faxed to the WBJ at (48 22) 646-0576.
