In our journey through the 8 essential steps of the sales process, we’ve arrived at Step 2: The Consultative Step. This phase is where you move beyond the basics of price and product to truly understand your customer’s needs, motivations, and challenges. The best salespeople know that this step is critical in building trust, delivering value, and ultimately, closing more deals.
The Consultative Approach: Why It Matters
Too often, salespeople fall into the trap of focusing solely on price and product, believing that these are the only factors that customers care about. However, if the lowest price were truly the most important consideration, high-quality and high-service companies would struggle. Yet, brands like Rolex and Ritz-Carlton thrive, even with their premium price points. Why? Because customers seek value—a combination of quality, service, and how well the product or service meets their specific needs.
Consider this: When a customer walks into a car dealership, they’re not just looking to buy a vehicle. They’re trying to solve a transportation challenge, whether it’s safely getting their kids to school, finding reliable transportation for business, or accommodating weekend adventures. Your job as a salesperson is to identify and address these underlying needs—not just push a product.
How to Master the Consultative Step
1. Be a Great Observer
Understanding your customer’s personality can provide insights into their buying motivations. Different customers have different needs and decision-making processes. Using tools like the DISC personality assessment can help you adapt your approach to better serve each individual customer. Observing their behavior, not just their words, can reveal valuable information about how they want to be sold to.
2. Ask the Right Questions
Prepare a set of questions to gather basic information about your customer before you even think about making a sale. Follow up with more detailed questions that dig deeper into their specific needs and challenges. For example, ask about their daily routines, their pain points, and what they hope to achieve with your product or service.
3. Listen Carefully
Asking questions is only half the battle; you must also listen intently to the answers. This is not the time to rush toward a solution or interrupt with your sales pitch. Truly listening to your customer helps you understand their needs and builds trust. Remember, this is about solving their problems, not just making a sale.
4. Don’t Miss Any Details
Pay close attention to every detail your customer shares. This information is crucial in crafting a solution that genuinely meets their needs. For example, when a customer describes their ideal solution, don’t be like the waiter who misses a key detail in your order. Instead, ensure you capture every aspect of what they’re asking for.
5. Build the Right Solution
Once you’ve gathered all the necessary information, you can tailor your offering to meet your customer’s needs perfectly. This approach not only increases the chances of a sale but also ensures greater customer satisfaction and loyalty.
The Power of a Genuine “Want to Help” Attitude
Customers might initially be taken aback when you shift the focus from price and product to a genuine interest in helping them. However, this approach can pleasantly surprise them and lead to deeper relationships. By sincerely wanting to help your customers solve their problems, you’ll not only close more deals but also foster long-term loyalty and earn valuable referrals.
