Why A Consultative Sales Approach is Still Relevant in 2022

Uncertainty weighs heavily on purchasing decisions because it influences both the logic and emotion of buying. When conditions are uncertain, it is difficult for executives to use historical data for decision-making because even the recent past was such a different setting. At the same time, the knowledge that what lies ahead represents such a vast array of outcomes takes an emotional toll as decision-makers must gird themselves for volatility.

A consultative approach addresses this setting because the sales professional comes prepared with the ability to address the customer’s sense of risk. This skill is important because the customer faces reputational risk and financial risk. In the urge to win
the sale, it is tempting to assure the customer that all risks have been identified and eliminated. In truth, risk can never be fully removed. Every decision carries risk. Even the choice to preserve the status quo presents a risk. What’s important is that the risks are calculated, right-sized, and outweighed by beneficial outcomes. Achieving this end means normalising discussions of risk. Sales professionals can do so in three ways:

Articulate the Solution’s Adaptability

Stakeholders are more aware than ever that adaptability is critical for success. Therefore, they need to know that the solution will be able to address dynamic challenges. Articulating adaptability means showing how the solution can be scaled and applied across an organisation.

Make Implementation a Focal Point

Buying represents more than a purchase — it represents a partnership. The complexity of many solutions means that the people behind them are as important as the product or service. Stakeholders need to see that support will continue long after they buy.

Demonstrate the Ability to Marshal Resources within the Selling Organisation

Delivering adaptability and implementation support is not a one-person job. Therefore, stakeholders need to be confident in the sales professional’s ability to leverage the resources of the selling organisation by citing the specific people and tools they can deploy.

3. Differentiated Value is Becoming More Elusive

Efficiencies offered by fast-emerging technologies mean that traditional competitive barriers are falling. As a result, new entrants are entering spaces once occupied by long-standing incumbents. In this setting, more solutions share identical features. Finding and articulating meaningful differentiation is more difficult than ever.

The solution to this problem does not necessarily require a redesign of the product or service. Instead, it requires an understanding of the customer’s nuanced circumstances so that the sales professional can more precisely articulate the value of the solution. When the sales professional has this information, they can isolate those components of the solution that will resonate most with the customer. This approach not only differentiates the solution, but it also differentiates the buying experience because the customer follows a process in which they gain clarity on their needs and discover new characteristics of their challenges. This dynamic is value co-creation because the customer and sales professional are working together to collaborate on how the solution will be implemented. These conversations help the customer envision a setting in which the solution is in effect and delivering value. Uncovering the differentiated characteristics of the solution means doing three things:

Account for the Needs of All Stakeholders

The definition of differentiation will vary among stakeholders. Sales professionals need to demonstrate the unique value of the solution in a way that connects with each member of the buying team. It is important to remember that the primary customer contact is just one of many involved in the purchase.

Commit to Better Listening

Good listening is not passive. It requires the listener to encourage the speaker to offer more details. The listener must also engage in mirroring by occasionally repeating what they have heard. Finally, the listener must confirm the key points the customer makes.

Understand the Customer’s Digital Journey

Sales professionals can get a head start on understanding what the customer considers important by reviewing the content they have accessed and the order in which they have accessed it. Doing so is the best way to map the buyer’s thought process.

The consultative approach to selling is built for the increasing pace at which customer needs are changing. The experience of the last 12 months has reminded stakeholders how important agility is to survival. The sales professional who can match their approach to the dominant characteristic of business today will not only be more effective, but they will also demonstrate to the stakeholders that they understand the state of business today.

About the Consultative Selling Training Programme

Richardson Sales Performance’s Consultative Selling training programme focuses on the critical structure of a sales conversation. It provides a powerful roadmap for a successful, buyer-focused dialogue. To learn more about the programme click here to download an informational brochure or contact us to discuss how we can work together to customise this solution for your team.