The consultative sales professional? What, instead of a car salesman? A Fuller Brush Salesman? The Avon Lady? I don’t get it. Every sales professional is a consultant, and should be 1. genuinely interested in building a strong reputation and strong relationships; 2. particular about having facts and creative solutions that solve problems and 3. savvy about building his/her business.
When is selling non-consultative? When it’s order-taking. There are times when customers don’t need assistance in making a right decision. (Somehow earning commission on these deals is less sweet, though, right?) In my experience, this is the only time we are not required to be a counselor.
Great consultative sellers create a sense of urgency for building business together without creating ultimatums for their prospects.
Successful sales consultants….
1. Are patient. They embrace the idea that win-win negotiations frequently end with delayed closes rather than a push to get the deal done.
2. Are problem solvers. They propose multiple, objective solutions that show varied outcomes (that include scenarios of spending more and even less with you — don’t hesitate to put less money on the table than you want, if it supports the client’s goals!).
3. Are investigative. They share any information, statistics, articles and research about their industries, competition, marketplaces.
4. Are flexible. They appreciate ‘no’ as an answer to a proposal and ask what they can do better or different in the immediate or distant future. (The honest feedback is the only way you will know how to get the business in the future.)
5. Are focused on substance rather than flattery. They replace comp tickets and expensive dinners (that make prospects feel important) with actual data, predictable follow-through and beneficial services that prove what super-stars clients are for buying from them.
6. Are boundary-conscious. They don’t endeavor to build personal relationships with clients, keeping it strictly business.
7. Are trustworthy. They are always honest. Period.
8. Are assertive. They dare to say ‘no’ when the counter-offer negatively impacts their business. (It’s critical that you show the buyer how not to undermine your services.)
9. Are objective. They speak about their competitors with respect and knowledge of their value, especially if the client chooses to buy from them. (Know how to position your offerings in conjunction with your competition.)
10. Are strong, confident and skilled presenters. (If your product is hot and you’re not, you will sabotage your own efforts.)
There is so much more that goes into being a formidable sales consultant and professional, but these tips can help to build a very successful career in sales.
Happy consulting,
Jackie
Copyright, Jackie Kellso and PointMaker Communications, 2010-2012. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Jackie Kellso and PointMaker Communications with appropriate and specific direction to the original content.
