The renowned American-born international sales consultant Mack Hanan, author of several important books on selling, first proposed the idea of ‘consultative selling’ in 1970 through his renowned book ‘Consultative Selling’.
Since then, salespeople throughout the world have successfully used this selling strategy. According to the consultative selling formula, sales people who assist their clients in making business decisions create a win-win situation that results in a long-term, mutually beneficial partnership.
Manipulating customers
In the traditional approach, sales people were trained to use a variety of sales strategies, tactics and persuasive language to manipulate customers to buy products. These strategies no longer work with more knowledgeable and forward-thinking consumers.
The future of selling is moving towards a customer-centric approach that emphasises understanding the unique needs and challenges of customers and offering tailored solutions, rather than pushing a one-size-fits-all product. In this scenario, consultative selling is becoming increasingly important in building long-term relationships to stay competitive.
Due to the ease of accessing information through digital means, customers today are more informed, demanding and more energised than ever before. With the immense amount of information available to them online, they can compare prices and alternatives and read reviews of a product or a company before buying.
Most often, customers today make the majority portion of their buying decisions even before engaging with a salesperson. This swing in buying behaviour has tremendously changed the traditional sales process. As a result, today and into the future, consultative selling will become more relevant.
Value for money
Customers are not merely looking for a product or a service any longer. They demand value for money, the expertise of staff, and precise information that can guide their buying decision. The idea of consultative selling is to understand customers’ needs accurately and offer the best advice to them, not mere product information. Hence, salespeople must act as professional advisors who can help customers to evaluate options and make their decisions.
Customers of current markets expect and demand a personalised experience that can cater to their unique needs. Large organisations have started shifting their market approach to niche segments with more customised solutions, in both consumer and industrial sectors.
As the consultative approach focuses more on personalised and unique demands, customers may feel appreciated and valued. Hence, this approach helps build stronger relationships, as customers feel valued and understood, rather than being treated as just another sales opportunity.
Business landscape
Evolving technology is a factor that enhances the importance of consultative selling. Digital presence and artificial intelligence have already changed the business landscape in engaging customers in sales. Businesses heavily use digital means to confront changing consumer behaviour. Hence, salesmen use consultative method have access to useful information that can be provided to advice customers to make buying decisions.
Consultative selling, as the term indicates, is about focusing on real needs and advising them how to make a buying decision. With technology, and the data accumulated through the digital space, salesmen can make informed recommendations backed by logical evidence. This can enormously enhance the credibility of the salesperson that can lead to high loyalty.
In future markets, businesses will face increasing complexity, with factors such as globalisation, regulatory changes and evolving customer expectations. This complexity means that companies will increasingly rely on consultative selling to navigate these challenges and deliver value to their customers.
In this context, buyers will look forward to obtaining tailored and multi-faceted solutions. Consultative selling is an effective approach to face these complexities. For example, in business sectors such as technology, healthcare, and financial services, customers often require highly customised solutions that integrate multiple products or services. In these sectors, the consultative approach will allow sales professionals to act as loyal advisors, helping customers to arrive at solutions.
Long-term approach
Relationships are one of the key factors in business success. Unlike traditional selling approaches that invariably focus on closing a sale by any means, consultative selling is about building long-term relationships on mutual benefit. Sales professionals who take the time to understand their customers’ needs and provide thoughtful, personalised solutions are more likely to foster loyalty and receive repeat business. This long-term approach is especially important in future markets, where businesses are looking for long-term success rather than quick wins.
No doubt technology plays one of the most significant roles in future markets. Yet, the human element remains the most important factor in consultative selling. Human touch which emphasises trust, empathy, and emotional bond are human elements that cannot be replaced, no matter how advanced AI or automation is. Consultative selling augments the understanding and mutual trust with customers much more than the technical aspects.
Consumers are human beings, and their buying decisions are predominantly based on emotions, although technology helps them to come to conclusions. Consultative selling means empathising with customers during sales transactions. It involves recognising their feelings, fears, and motivations.
The emotional intelligence of professional salesmen can personally connect with customers effectively and build stronger relationships where they can physically demonstrate their genuine care. This emotional connection is a key differentiator in consultative selling, particularly in an increasingly impersonal digital world.
Consultative selling is about solving problems in a mutually beneficial manner. Therefore, the sales professional must also have a high level of listening skills to fully understand the customers’ needs. Consultative sellers take ample time to listen and manage objections rather than offering a pre-packaged solution.
Hence, sales people who apply consultative selling techniques must have a deeper level of problem solving to provide genuine value for the customer. This value invariably can turn into repeat sales and drive lasting results for a business.
Changing consumer behaviour
As business volumes expand and the market becomes more complex, a consultative selling approach is becoming increasingly useful in future markets. The changing consumer behaviour, influenced by easy access to information, makes it an essential requirement for future sales professionals as they must adapt to stronger customer-centric tactics.
Although advancing technology is a powerful tool in sales, it only enhances consultative selling rather than a replacement. The emotional intelligence of professional salesmen can personally connect with customers effectively and build stronger relationships where they can physically demonstrate their genuine care. This emotional connection is a key differentiator in consultative selling, particularly in an increasingly impersonal digital world.
Consultative selling promotes solving problems in a mutually beneficial manner. Therefore, the sales professional must have a high level of listening skills to fully understand the customers’ needs. Consultative sellers take ample time to listen and manage objections rather than offering a pre-packaged solution.
Hence, sales people who apply consultative selling techniques must have a deeper level of problem-solving skills to provide genuine value for the customer. This value invariably can turn into repeat sales and drive lasting results for a business. In the future business environments, consultative selling is crucial to address customer needs, building long-term relationships and increasing revenue.
Consultative selling offers value for the customer through a deep understanding of their needs. By acting as trusted and loyal advisors, sales professionals can separate themselves in a competitive marketplace and foster credibility.
