Consultative Selling Skills in         B2B Relationships                      Workshop
The aims of the Workshop   • TO EXPLAIN WHEN CONSULTATIVE     SELLING IS APPROPRIATE.   • TO EXPLAIN THE FOUR STAGES OF   ...
Table 12.1 Task of personal selling
Table 12.2 Personal selling part of thecommunication mix
What is Consultative Selling?   Defined as: “Getting to grips with client  needs and looking for solutions to those  (busi...
When to use Consultative Selling? • Consultative selling is not just relevant to   business to business sales. • It can be...
Most people like sellers who • Show concern for buyer’s needs. • Ask intelligent questions and listen attentively. • Relat...
Why should we use ConsultativeSelling? • Quite simply it is the most effective way of   helping a buyer make a purchase de...
Is Consultative Selling alwaysAppropriate? • No –for low-value decision purchases • Yes – for high-value decision purchases.
The Four Stages ofConsultative Selling
Stage 1 • Research • Getting the Appointment
Stage 2 • The Investigation • Problem Questions • Effect Questions
Stage 3 • The Solution • Desire for solution • Meeting the Need
Stage 4 • The Commitment • Concerns • Appropriate Commitment
Selling Skills Inventory • Helps improve your collaborative selling   skills. • Identify your Strengths and Weaknesses • I...
The Collaborative Selling Process Model     The Foundation Building a Relationship of Mutual Trust      1. Establishing A ...
Conclusion • Consultative selling is ideal for business selling. • It focuses on understanding customer needs and   findin...
You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.lin...
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Consultative Selling in B2B Relationships

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  • Thanks Ed for your comment much appreciated. Consultative is very effective approach for complex sales. Thanks for the reference.
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  • Hi Nige,
    Good work and interesting material to describe this professional approach to selling. Consultative Selling was in fact the title of a training course I attended together with Chris and other colleagues at Shell in Melbourne, back in 1985. We all got a good book on subject called 'Non-manipulative Selling' by Anthony J. Alessandra, PhD and Phillip S. Wexler (ISBN 0-8359-4936-2).
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Consultative Selling in B2B Relationships

  1. 1. Consultative Selling Skills in B2B Relationships Workshop
  2. 2. The aims of the Workshop • TO EXPLAIN WHEN CONSULTATIVE SELLING IS APPROPRIATE. • TO EXPLAIN THE FOUR STAGES OF CONSULTATIVE SELLING.
  3. 3. Table 12.1 Task of personal selling
  4. 4. Table 12.2 Personal selling part of thecommunication mix
  5. 5. What is Consultative Selling? Defined as: “Getting to grips with client needs and looking for solutions to those (business) needs in a comfortable, relaxed manner, rather than using high pressure sales techniques.”
  6. 6. When to use Consultative Selling? • Consultative selling is not just relevant to business to business sales. • It can be used in the sale of major private or domestic items.
  7. 7. Most people like sellers who • Show concern for buyer’s needs. • Ask intelligent questions and listen attentively. • Relate the capabilities of their product to providing solutions to the buyer’s needs. • Are friendly, confident and help the buyer to purchase without being pushy.
  8. 8. Why should we use ConsultativeSelling? • Quite simply it is the most effective way of helping a buyer make a purchase decision in your favour. • We will sell more if we sell to them in the way that we want to be sold to.
  9. 9. Is Consultative Selling alwaysAppropriate? • No –for low-value decision purchases • Yes – for high-value decision purchases.
  10. 10. The Four Stages ofConsultative Selling
  11. 11. Stage 1 • Research • Getting the Appointment
  12. 12. Stage 2 • The Investigation • Problem Questions • Effect Questions
  13. 13. Stage 3 • The Solution • Desire for solution • Meeting the Need
  14. 14. Stage 4 • The Commitment • Concerns • Appropriate Commitment
  15. 15. Selling Skills Inventory • Helps improve your collaborative selling skills. • Identify your Strengths and Weaknesses • Identify areas of improvement
  16. 16. The Collaborative Selling Process Model The Foundation Building a Relationship of Mutual Trust 1. Establishing A Reason to Meet 2. Identifying Needs and Problems 5. Overcoming 3. Considering Possible Options Resistance 4. Agreeing on a Solution 6. Pledging to Act
  17. 17. Conclusion • Consultative selling is ideal for business selling. • It focuses on understanding customer needs and finding solutions. • It has a longer selling cycle compared to other selling methods.
  18. 18. You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.linkedin.com/pub/nigel-bairstow/6/41b/726http://twitter.com/#!/b2bwhiteboard
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