Does consultative selling still have a future?

Since the 1980s, consultative selling has become a household name in sales. Most organizations base their sales efforts on this philosophy of consultative selling. However, times have changed enormously in the past 30 years. Does consultative selling still fit in with the current purchasing process of organizations?

Eelco Themans ISA Training & Coaching

The world has changed forever due to the internet, globalization, smartphones and social media, and with it the purchasing process of organizations. Research shows that buyers need less and different contact with sellers. 60% of the classic purchasing process is already over before there is a need to contact a salesperson from a potential supplier. And during contact, the buyer now expects more from a seller than a needs analysis and appropriate advice.

What is consultative selling?

Consultative selling means that the seller mainly acts as a consultant or advisor. The salesperson first helps the potential customer to identify their needs and then advises on an optimal solution based on the services that their company can offer. 

As a salesperson, your role is to add value to your (potential) customers. Only then will you be successful. This is still possible today with consultative selling. Because the core of consultative selling is add value in the form of identifying the customer's needs and offering a suitable solution based on that. In our opinion, the way of adding value has changed. In current times, a salesperson is expected to have a different way of adding value.

Challenging customers through stimulating questions and creative advice

The new consultative selling requires something different from the seller than in the past. A salesperson is required to have much more knowledge and understanding of the customer's business. As a seller, do you know how the customer's business model works? Do you know who the customer's customer is? Salespeople will be allowed to excel in competencies such as: curiosity, creative thinking, courage and to collaborate.

Successful salespeople can distinguish themselves in the value of the insights and ideas with which they help customers save money or make money. This means that a salesperson must really challenge the customer in his/her business. By asking provocative questions and providing creative advice. Then you really add value!