Consultative Selling: The Key to Closing Deals

Hard selling is a thing of the past. In a customer-driven market, consultative selling is key to providing personalized and informed solutions for prospects. Today’s B2B customers want vendors who understand their needs instead of being pushed into purchasing a product or service. 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.

Why Your Sales Training Should Include Consultative Selling Techniques

A consultative selling approach in sales training carries the following advantages:

• 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.

Sharpen Your Sales Techniques: 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’s one of the sales techniques that demands genuine curiosity and asking questions to understand the customer’s activities, detect their pain points, and develop solutions that deliver genuine value.

Read more: Build Rapport with Prospects - 5 Time-Saving Tips for Busy B2B Sales Professionals

The Consultative Selling Process

According to HubSpot, the steps of consultative selling are:

How Aurora Live by Management Events Enables Consultative Selling

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. Aurora Live by Management Events facilitates targeted 1-to-1 meetings with decision-makers, allowing you to focus on consulting. By leveraging our 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 Aurora Live by 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, Aurora Live by Management Events 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.

Here’s what you can expect: Executive Days - Spring 2025

“Aurora Live by  Management Events' Services have given us a new way of connecting with our target audience. On top of the virtual 1-to-1 meetings, the in-person events give us good opportunities to meet people face to face and have a more personal conversation.” 
- Field Marketing Manager Benelux, Nordics, Israel; Boomi 
 
Adopting a consultative selling approach is beneficial for B2B sales professionals aiming to build trust, establish long-term relationships, and deliver genuine value to customers. ME Matchmaking supports this approach by facilitating targeted meetings and networking opportunities, empowering sales professionals like you to connect with the right decision-makers and showcase your consultative expertise.