Consultative Selling: The Key to Closing Deals

Hard selling is a thing of the past. In a customer-driven market, personalized and informed solutions are key. Today’s B2B customers want vendors who understand their needs instead of being pushed into purchasing a product or service. In fact, 61% of B2B buyers have a positive experience with a non-pushy sales professional (HubSpot). This is where a consultative sales approach comes in. In this article, learn about the advantages of a consultative selling approach, the consultative sales process, and effective techniques to help you master this approach.  

WHAT IS CONSULTATIVE SELLING

Consultative selling is a value-driven sales technique that focuses on: 

• Listening to Customers and understanding their challenges and needs. 
• Proposing Solutions and offering tailored advice and measurable gains through your product or service. 
• Building Relationships and providing meaningful guidance instead of pushing products.  

Sales professionals who embrace consultative selling immerse themselves in the customer’s business issues and goals, rather than overwhelming them with a list of product features and benefits. A consultative selling technique enables you to build a personalized approach and relationship with your customers. According to Salesforce, 72% of B2B customers expect vendors to personalize the sales process to their needs.  

ADVANTAGES OF CONSULTATIVE SELLING

• Adapting to Changing Business Relationships: Decision-makers are discerning as they have a wealth of information at their fingertips. They seek partners who provide tailored solutions to their current needs.  
• Building Trust and Credibility: When you position yourself as a consultant, you can gain credibility by offering valuable advice, insights, and expertise. This approach builds trust with prospects and increases the chance of closing deals and renewals.  
• Enhanced Industry Reputation: Satisfied customers often become advocates, boosting your reputation. Customers are more likely to stay loyal to a partner who consistently provides valuable advice and helps them overcome challenges. Their testimonials may lead to new opportunities, leads, and deals.  

TOP CONSULTATIVE SELLING SKILLS

The key skills to excel in consultative selling are:  

• Active Listening to understand the customer’s concerns and desires 
• Communication and Storytelling to convey complex ideas in a relatable way 
• Presentation Skills leveraging visual aids and analytics 
• Industry and Product Knowledge to provide informed recommendations 
• Rapport-building to establish strong connections with customers 

Consultative selling requires a subtle and empathetic style of communication. It involves genuine curiosity and asking questions to understand the customer’s activities, detect their pain points, and develop solutions that deliver genuine value. 

THE CONSULTATIVE SELLING PROCESS

According to HubSpot, the steps of consultative selling are: 

1. Research and Preparation: Before engaging with potential customers, it’s crucial to conduct thorough research on the industry and market trends. This knowledge positions you as an expert and enables you to offer relevant insights. Understanding the specific company and identifying key decision-makers helps you tailor your approach and engage with the right individuals. 
2. Discovery and Needs Assessment: During this phase, ask open-ended questions to uncover the prospect’s challenges and needs. This helps you understand your prospect’s current situation and desired state, allowing you to customize your approach and offer a solution that addresses specific issues. 
3. Issue Diagnosis and Solution Development: This involves crafting a solution that aligns with the customer’s needs. Present your product or service as a tailored solution, providing examples of how it has benefited customers with similar challenges. This builds the prospect’s confidence and demonstrates the tangible value of the offering. 

HOW ME MATCHMAKING POWERS CONSULTATIVE SELLING

For B2B sales professionals, ME Matchmaking by Management Events is a powerful tool to enhance consultative selling efforts. 

1-to-1 Meetings with Targeted Decision-Makers  

Leave intel and preparation work with us while you sharpen your consultative selling skills in our 1-to-1 meetings. ME Matchmaking facilitates targeted 1-to-1 meetings with decision-makers, allowing you to focus on consulting. By leveraging Management Events’ extensive network, we identify companies that match your ideal customer profile and connect you with the right decision-makers within those organizations.

“A good thing about Management Events is that we get 15 minutes of dedicated time with key personnel. We know in advance what role the person is, their company, and their topics of interest.” – Sales Director, the Netherlands; Thoughtworks

Networking and Relationship-Building 

In addition to pre-qualified meetings, ME Matchmaking grants you access to exclusive networking events with C-level decision-makers from top European organizations. These events provide a platform to showcase your expertise, build valuable relationships, and establish your brand within your target market. More importantly, meet potential prospects in a relaxed environment to build rapport and trust.