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5 Misperceptions about Consultative Selling

Consultative selling is a well know sales approach, but it is often underappreciated in favor of new trends in selling.

Because it’s not the shiniest, newest sales approach on the market, there are some misperceptions about its relevance today. The following are five common misperceptions about consultative selling.

1. Consultative Selling is Not Assertive Selling

Consultative Selling dialogue skills are used to create an environment of openness and mutual respect — ingredients that are necessary to stimulate thinking and gain a deep understanding of the client’s unique situation, diagnose root cause, and recommend the best solution. The seller may need to challenge the client’s thinking in the dialogue but certainly must do so without challenging the person. The only way to do this is to create an environment of openness and mutual respect, which is only created through the use of Consultative Selling skills.

2. Consultative Selling Leads Sellers to go Native

It’s unusual, but not impossible, for sellers to focus on their clients at the expense of their own company. However, the objective with Consultative Selling is to win profitable business. If an individual is not behaving as necessary, it becomes a coaching opportunity for sales leaders.

3. Consultative Selling Leaves the Sales Professional Subservient to the Client

Not true. The approach and skills of Consultative Selling are designed to establish an environment of mutual respect and productive dialogue that can be used to reduce stress in the moment, resolve conflict, and hold the line on price and other terms. The Six Critical Skills are at the heart of a healthy, respectful business relationship where the needs of both buyer and seller are met.

4. Consultative Selling Focuses on Asking Questions, but Sellers Need to do More Teaching

Sellers help to facilitate learning with clients, but teaching doesn’t mean the seller foregoes learning in the process. The idea is to facilitate learning on both sides to understand the client’s unique situation, generate ideas, and validate possible solutions. Insightful people bring a high level of curiosity to consultative conversations with a willingness to be both learner and teacher.

5. Consultative Selling is Not Relevant in Light of Newer Selling Models

Sellers do not need a radically new way of selling that contradicts the principles of Consultative Selling. The goal of Consultative Selling is to focus on client needs, rather than positioning product, to make sure the solution is relevant. Sellers do need a higher-order level of skill in Consultative Selling to engage clients in insightful dialogue that builds credibility, creates value in the buying experience, guides the client in making the best buying decision, fosters trust, and assertively identifies and drives opportunities to closure.

About the Author

Amy Smalfus is Vice President Content & Learning Strategies at Richardson. She has 20 years of experience in the learning and performance improvement field with over ten years dedicated specifically to sales performance improvement. She is passionate about accurately diagnosing client needs and designing, developing, and implementing holistic, customized solutions to drive performance improvement. She has worked with a wide range of industries, from financial services to technology, manufacturing & distribution, and media advertising. Amy is known for fostering strong client relationships, designing creative and strategic solutions and delivering outstanding client results.

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