While there’s so much that’s been thought about and said on the topic of consultative selling, I’d like to share a few “slight edge” techniques that can make a big difference.
Whenever I’m preparing for a meeting I ask myself, “How can I provide value during this discussion?” For me, it’s important to find some quiet, uninterrupted time to think about 3 keys to being more consultative.
- Engagement skills. What are high performing salespeople doing better than the rest? They’re achieving much higher engagement levels on sales calls. What this means is the ability to actively listen, ask higher engaging questions and really lean into objections. Your engagement skills have got to be really, really solid.
- Sales call structure. I’ll make the analogy with golf in terms of the pre-call plan. When you think about the best golfers in the world, like Luke Donald or Rory McIlroy, they have a really consistent pre-call discipline. It’s a process, it’s deliberate and they repeat it like clockwork. Why? Because it works. They take it a step further by literally visualizing where they want the ball to go.
So, the ability to pre-call plan, have a gold medal opening and be able to conclude in a consistent way is critical. Having a structure will increase your confidence and allow you to be totally present during the meeting.
- Investigate priority needs. First, it’s important to understand what the current situation and challenges are. Then salespeople need to be able to understand what the desired situation and challenges are. Through understanding the current and desired state, all sorts of needs will emerge during the conversation. That’s fine if you’re creating a long list of everything under the sun.
Great salespeople understand that it’s their job to help clients discover their highest priority needs. That’s where the gold is.
So, the next time you’re meeting with a client or prospect, remember the 3 keys to consultative selling excellence. It’s all about your engagement skills, your sales call structure and your ability to investigate priority needs.
Watch Tim Magwood, Founder, Fusion Learning share 3 traits that the highest performing salespeople possess: engagement skills, consistent sales call structure, and the ability to investigate priority needs: