The phrase "unleash the power" is taken from the 2004 book, "How to Unleash the Power of Consultative Selling," written by Richard Grehalva. According to Grehalva, unleashing the power of consultative selling is about learning how to be the expert your customers want you to be. Based on Grehalva's research, consultative selling is all about guidance, and a good seller always will make the customer's needs the primary focus of the sales dialogue and provide products and solutions that most economically meets those needs.
Use effective communication. Effective communication in sales means the seller is able to guide the consumer toward his understanding of a clear problem and then providing a clear solution.
2
Evaluate the problem (e.g., a disorganized office) and present expert knowledge on how to solve the problem (e.g., new organizational system). Explain why the problem must be resolved (e.g., loss in profits), and then explain how you will help the consumer reach that resolution (e.g., provide new organizational system at a discounted price).
3
Use sales mapping. Use reliable sales data to plot spending trends and patterns among clients. Doing so will allow you to go beyond just knowing your client base to making predictions about future needs and how to meet them.
Map each client by establishing a profile for each consumer with contact information, previous sales records and a list of current needs. For example, if Consumer A purchased a new organizational system for his new corporate office, you would record the type of system and then provide information about new technologies as they become available. In this instance, this may include a new filing system or new organizational software versus a completely new organizational system.
5
Always provide detailed instruction on which solutions are best. Stay focused on high-quality solutions and keep the customer's needs ahead of other considerations. In other words, only suggest products and services that will benefit the customer, not products that meet your bottom line or sales quota.
Tips & Warnings
Make it your job to listen for solutions and provide economical products or services that will meet those needs.
This article cannot guarantee that a sale will result from the consultative sales techniques mentioned herein.
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Use Mapping Tools to Map Clients
