| Throw away those white shoes! Stop trying to be | | | | return visits with the "hope" for an eventual sale, |
| like-able and appeasing. If you want to increase | | | | but also the sales person loses the opportunity to |
| your sales closing rate, learn the sales techniques | | | | take control and bust the view that the sales |
| of the consultative sale. After all, it's all about | | | | person is there to do a song and dance. If you |
| reaching a successful close that sticks and nullifies | | | | come in with a no nonsense, needs assessment |
| any buyer's remorse. | | | | approach-and mean it-you position yourself as an |
| So what are consultative selling techniques? Many | | | | adviser and not a sales person. |
| buyers expect a sales person to be ingratiating | | | | A consultative sale depends on presenting a logical |
| and friendly....because if they like the sales person | | | | reason to buy. However, the buyer must first |
| they might buy the product or service. This is | | | | agree that they have the need (problem) and |
| what we call the "white shoe" style of selling. It's | | | | that they want to satisfy the need. It then |
| based on the premise that the client wants to | | | | becomes a matter of presenting facts that |
| help the sales person and not so much | | | | logically support what you have to offer. If done |
| themselves; a very weak premise. If there is no | | | | properly, at the end of the presentation, the |
| sale, then it becomes a personal rejection of the | | | | buyer will ask for the sale: "So, what's next?" or |
| sales person. Most people deeply fear rejection in | | | | "What can you do for me?When a client asks for |
| any form. | | | | help or the next step in the process (closing |
| Successful sales professionals know that it's not | | | | signals), it demonstrates the following: |
| about being like-able but is about identifying the | | | | * You are not a salesperson in the traditional |
| need(s) and want(s) of the buyer. If the buyer | | | | sense. Your job was to help facilitate a decision. |
| sees no need for what you have to sell, chances | | | | You presented yourself as an expert on the |
| are highly probable that you are wasting your | | | | subject-not a sales person. |
| time trying to make what your selling become a | | | | * You help the buyer admit that there is a |
| need. So, the first step in the consultative sale is | | | | problem or need and that it should be resolved |
| to present yourself as an objective expert on | | | | now. |
| how-if the buyer has the need-your product or | | | | * You set the ground rules that if your |
| service might represent a solution. An effective | | | | presentation makes sense, the buyer will give you |
| consultative sale will result in the client asking for | | | | a yes or no. Either it makes sense or not. |
| the sale. | | | | You kept the sales person out of the room. It |
| Building Urgency | | | | was all dispassionate logic. |
| Key to closing any sale is building urgency to | | | | You showed that your main interest was helping |
| make a decision. You do this by establishing | | | | the client meet their needs-not yours. If your |
| upfront in the presentation that the buyer will give | | | | product can meet the need, so much the better. |
| you a yes or no at the end of the process-either | | | | But the decision was totally in the hands of the |
| it makes sense or it doesn't. Assure them that it | | | | buyer. |
| won't hurt your feelings if they say no. Rejection | | | | * The buyer was under your control from the |
| is no problem for you. The facts will make any | | | | time you set the expectation of giving you a |
| decision apparent. | | | | decision. |
| By not setting the expectation of a decision at | | | | Always have your pen and contract at the ready |
| the end of the presentation not only loses the | | | | when they ask for your help. |
| opportunity to get a decision and save wasted | | | | |