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 (business) needs in a comfortable, relaxed manner, rather than using high pressure sales techniques.”
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.
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.
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.
Is Consultative Selling alwaysAppropriate? • No –for low-value decision purchases • Yes – for high-value decision purchases.
Selling Skills Inventory • Helps improve your collaborative selling skills. • Identify your Strengths and Weaknesses • Identify areas of improvement
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
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.
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