Written by Sean McPheat |
But many more have wondered how they actually start on the road to consultative selling, so here are some ideas to get the ball rolling and the confidence flowing:
Firstly, don’t talk about price or cost to your prospect; talk about investment. Price is a cost and has a negative value in the mind of the buyer. Customers want to pay as little as possible and still get great value. On the other hand, investment signifies a return on that investment and customers will gladly pay out to receive a larger return in exchange. Get the prospect thinking about how they can invest in your services, and the whole conversation changes.
Secondly, talk about your product/service as monitory value applied to the customer’s business. You can assign values to benefits such as reduced lead times or down time so that the customer knows exactly what value they will get from securing a deal. You can also add the positive side of the equation, too, so the prospect will see how achieving their goals could be measured in monitory terms.
Then, change your focus from standalone sales to a relationship of recurring sales. A customers profit-improvement proposal should not be a one-time event. Instead, you should aim for multiple streams of new business that can be predicted. Once you can prove that your products and services improve profit reliably, over and over again, then you becomea real partner to the customer.
If you follow these steps effectively, there should be a solid movement towards you offering a consultative approach and mind-set to your customer base.
Originally published: 14 April, 2011
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