This document discusses consultative selling skills for B2B relationships. It explains that consultative selling involves understanding a client's needs and finding solutions to meet those needs without pressure. The document outlines the four stages of consultative selling: research, investigation, solution, and commitment. It also notes that consultative selling works best for high-value purchases and focuses on building trust and understanding through identifying needs, considering options, and agreeing on a mutually beneficial solution.

1. Consultative Selling Skills in
B2B Relationships
Workshop

2. The aims of the Workshop
• TO EXPLAIN WHEN CONSULTATIVE
SELLING IS APPROPRIATE.
• TO EXPLAIN THE FOUR STAGES OF
CONSULTATIVE SELLING.

3. Table 12.1 Task of personal selling

4. Table 12.2 Personal selling part of the
communication mix

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. 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. 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. Why should we use Consultative
Selling?
• 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. Is Consultative Selling always
Appropriate?
• No –for low-value decision purchases
• Yes – for high-value decision purchases.

10. The Four Stages of
Consultative Selling

11. Stage 1
• Research
• Getting the Appointment

12. Stage 2
• The Investigation
• Problem Questions
• Effect Questions

13. Stage 3
• The Solution
• Desire for solution
• Meeting the Need

14. Stage 4
• The Commitment
• Concerns
• Appropriate Commitment

15. Selling Skills Inventory
• Helps improve your collaborative selling
skills.
• Identify your Strengths and Weaknesses
• Identify areas of improvement

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. 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. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard