Consultative Sales: Understand and Help

[Mimaktsa10]

Sometimes a customer comes to a store and is at a loss: what to buy? Not because the abundance of assortment knocks them off their feet. We are talking about a client who has a problem, but does not know which product can solve it. For such cases, consultative sales are used. This is no longer ordinary trade, but first of all the art of communication. If the consultant is good at it, sales will increase, and the customer's favor is ensured.

Consultative sales

What is Consultative Selling?
The concept of " consultative sales" is one of the main types of sales. The essence is to identify the lead's problem and provide information about the product that will help to get out of the difficulty. In short, they sell not the product, but the solution to the problem. In no case does the essence come down to the banal closing of the deal. The buyer admits that he is not an expert, therefore he trusts the solution to the problem to a professional, relying on his experience and knowledge.

Who is a sales consultant?
A good consultant is not just a salesperson. He is a armenia email lis master of his craft. In addition to advanced communication skills (including negotiation skills), he must thoroughly know the product: its features, advantages, how he can help the client, and as a result, skillfully present it. A professional can not only convince (but without going overboard into aggressive sales), but even charm. That is why they say that consulting a client is building a relationship with him.

The expert initially takes the situation into his own hands. He relieves the consumer's pain, as well as the need to make a decision (which is often associated with the fear of making a mistake).

The consultant devotes time to the potential buyer, sometimes quite a lot. Whether it will be wasted, as the consumer will leave, or will bear fruit in the form of a transaction and future favor, depends on the level of professionalism of the seller.

What algorithms are involved?
Communication with the client is not just through sweet chatter. To effectively solve the problem, a professional approach is used - special algorithms:

ABCD (Attention, Benefits, Credentials, Direction): draw attention, point out the benefits, emphasize the advantages over competitors, push to action.
DISPUTE : situation, problems, dangers, solutions.
Areas of use of consultative selling
For the B2B and B2C segments, consultative sales are not just typical, they are organic. With the help of consultations, they sell luxury goods, clothing, cars, equipment, electronics, real estate. This type of implementation works well in promoting services: legal, banking, insurance, IT, as well as in the tourism sector.

Areas of use of consultative selling



The Consultant Trap
It is not an easy task to advise a buyer. There is a risk of setting a trap for yourself and falling into it.

It happens that the expert spent resources, consulted, and the buyer listened... and left. What's the matter? The consultant did not understand the problem. He "overwhelmed with knowledge", showed that he was above the client. The client was embarrassed, and therefore left the store. And in the end, he bought a product from one of the competitors.

The second mistake is the inability to convey the benefit. The potential buyer received a wealth of information about the product, but did not hear the main thing: how it will solve his problem.

The main mistake is trying to sell something unnecessary. As soon as the consumer understands that they are not going to help him, but want his money, he immediately turns around and leaves. The only thing worse is selling a product that the buyer understands is unnecessary already at home. This is pure deception: he came for help, but they only made money on him. Yes, he can return the goods, but he himself will not come back.