Consultative Selling: Solve My Problem – Not Yours
Everyone has goals these days. The one that causes more disconnects than any other is a sales goal. It’s a number to hit (either units or dollars or both – the better ones are actually measured in profit dollars rather than revenue dollars). They’re problematic because by their very nature they get a salesperson to focus on their needs (hitting their goal) versus the needs of the customer (finding a solution to a problem). The best salespeople truly use a consultative selling approach. The others? Well, they’re just annoying. They throw around phrases in their sales rooms like “Okay guys! It’s time to get your checkup from the neck up! It’s go time! Everyone start smilin’ and dialin’!” Excuse me. I just barfed in my mouth a little…
I’ve had offers posed by both types of salespeople and I too have sold (sometimes like a huckster in my misguided youth but more consultatively as I’ve learned better). Allow me to offer some scenarios.
I was in the market for a software solution. Nothing major – just some basic functionality that would help me grow my business. I needed cheap (not a lot of budget dollars available), fast (I was trying to grow quickly), and easy (our technology department did not have a bevy of available resources to throw at this). I spoke with a few providers. One of them had a very cool solution. It had bells. It had whistles. If you pushed the right combination of buttons it would make you a frappuccino. It was expensive. Very expensive but somewhat justifiably so given all the features. I explained our challenges to the salesman.




