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SKILL


How To Become a Consultant in the Sales Process


BY SELLING POWER EDITORS


Consultative salespeople do more than simply seek the exchange of money for services or products. They create an integrated relationship between the supplier and the purchasing company. They create a relationship, an information transfer, a support for client goals, and enthusiasm for their success. The CS (consultative salesperson) realizes the need to look beyond one sale.


6 | MARCH/APRIL 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


While the principles of consultative selling apply in every type of sale, they are particularly effective in business services and finance and with highly technical products – all areas in which the customer needs the salesperson to provide expertise as well as a product. One business development director, Mark Hall, says, “We need to get away from a selling mentality and let the customers tell us their needs. Consul- tative selling requires the mindset of helping clients to solve problems, not a focus on purchasing.” Hall directs a team approach to CS. In the process of selling analytical business services, he views the first meeting not as a sales call, but as a first analysis of the client’s business needs.


“Our view is that we are building a relationship, based on trust in our


ENY SETIYOWATI / SHUTTERSTOCK.COM


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