Consultative Selling Skills in
B2B RelationshipsB2B Relationships
Workshop
The aims of the Workshop
• TO EXPLAIN WHEN CONSULTATIVE
SELLING IS APPROPRIATE.
• TO EXPLAIN THE FOUR STAGES OF • TO EXPLAIN THE FOUR STAGES OF
CONSULTATIVE SELLING.
Table 12.1 Task of personal selling
Table 12.2 Personal selling part of the
communication 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.” 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.purchase without being pushy.
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.way that we want to be sold to.
Is Consultative Selling always Appropriate?
• No –for low-value decision purchases
• Yes – for high-value decision purchases.
The Four Stages of Consultative SellingConsultative 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
• Identify areas of improvement• Identify areas of improvement
The Collaborative Selling Process Model
1. Establishing A Reason to Meet
The Foundation Building a Relationship of Mutual Trust
2. Identifying Needs and Problems
3. Considering Possible Options
4. Agreeing on a Solution
6. Pledging to Act
5. Overcoming
Resistance
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.selling methods.
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
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