Lesson 1: The Buying and Selling Process

Selling (continued)


With the addition of the ability to close the sale, the Consultant has the strongest characteristics that lead to sales.  Concentrating on these valuable skills is significant.  This very successful selling strategy is called Consultative Selling.  The salesperson assumes the role of a consultant by assisting the buyer with identifying his or her needs.  Consultative salespeople think and act quickly.  They are experts regarding their product and they ensure their presentations appeal to the logical needs and emotional desires of their clients.

Click on a tab to the right of the diagram to review the characteristics of a consultative salesperson.


 
 

Establish a connection to the customer.  The customer is an individual to be served, and focusing on the customer and not the sale is important.
 

Understand customer needs. Dialogue to discover the client's needs and to establish a customer-salesperson relationship by listening as well as asking questions.
 

Address customer needs.  Assist with buying decisions and with clarifying product differentiation.  Display strong human relation and problem-solving skills.


Close the sale.  Customers must be seen as an integral part of the sales process or all the steps and tips in the world will not result in successful selling.
 

 Establish a sustainable customer relationship:

  1. Develop a rapport for repeat business by promoting customer satisfaction and referrals.

  2. Read your customer – be aware of body language, mood, eye contact, etc. 
Sometimes it is better to lose the sale and maintain a positive relationship with the customer.  Even if the sale is lost, the customer will be more likely to return or to tell others about the helpful salesperson.

 
 



Summary

Understand the customer through a consultative process of dialogue focused on the customer's needs rather than on the sale itself.