Consultative Selling Skills in

B2B RelationshipsB2B Relationships

Workshop

The aims of the Workshop

• TO EXPLAIN WHEN CONSULTATIVE

SELLING IS APPROPRIATE.

• TO EXPLAIN THE FOUR STAGES OF • TO EXPLAIN THE FOUR STAGES OF

CONSULTATIVE SELLING.

Table 12.1 Task of personal selling

Table 12.2 Personal selling part of the

communication mix

What is Consultative Selling?

Defined as: “Getting to grips with client needs and looking for solutions to those (business) needs in a comfortable, relaxed manner, rather than using high pressure sales techniques.” sales techniques.”

When to use Consultative Selling?

• Consultative selling is not just relevant to business to business sales.

• It can be used in the sale of major private or domestic items.

Most people like sellers who

• Show concern for buyer’s needs.

• Ask intelligent questions and listen attentively.

• Relate the capabilities of their product to providing solutions to the buyer’s needs.

• Are friendly, confident and help the buyer to purchase without being pushy.purchase without being pushy.

Why should we use Consultative Selling?

• Quite simply it is the most effective way of helping a buyer make a purchase decision in your favour.

• We will sell more if we sell to them in the way that we want to be sold to.way that we want to be sold to.

Is Consultative Selling always Appropriate?

• No –for low-value decision purchases

• Yes – for high-value decision purchases.

The Four Stages of Consultative SellingConsultative Selling

Stage 1

• Research

• Getting the Appointment

Stage 2

• The Investigation

• Problem Questions

• Effect Questions

Stage 3

• The Solution

• Desire for solution

• Meeting the Need

Stage 4

• The Commitment

• Concerns

• Appropriate Commitment

Selling Skills Inventory

• Helps improve your collaborative selling skills.

• Identify your Strengths and Weaknesses

• Identify areas of improvement• Identify areas of improvement

The Collaborative Selling Process Model

1. Establishing A Reason to Meet

The Foundation Building a Relationship of Mutual Trust

2. Identifying Needs and Problems

3. Considering Possible Options

4. Agreeing on a Solution

6. Pledging to Act

5. Overcoming

Resistance

Conclusion

• Consultative selling is ideal for business selling.

• It focuses on understanding customer needs and

finding solutions.

• It has a longer selling cycle compared to other

selling methods.selling methods.

You are welcome to contact Nigel Bairstow at B2B

Whiteboard your source of B2B Asia / Pacific

marketing advice

http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

http://twitter.com/#!/b2bwhiteboard