Product and Consultative Selling
Being Consultative
Contrary to the belief of many sales people, the best way to make sales is not to talk about how wonderful a product is. Traditionally, sales people will go on about how good their product is, and how amazing its features are. However, the key to phone sales (and all sales in general) is to ask the potential customer what they want! In other words: Do not make the customer fit the product; let the product fit the customer.
The three main types of selling are:
Product Selling – This is where the salesperson talks about the product, talks about features, talks about benefits. Most customers will reject the sales push nature of product selling.
Product Purpose Selling – This is where a salesperson will look at basic customer needs, but will rapidly focus on selling and pushing the product.
Consultative Selling – This is where the salesperson focuses on the client/customer. They focus on a solution for the client, not the product.
C onsultative selling focuses on the customer, their requirements and needs. It is creating and selling a solution using your product, not selling the product itself.
Instead of telling them what you have, let them tell you (through questions or prompts) their requirements and needs, then match what you have to what they want.
This avoids wasting time on product pushes, and instead shows the customer that you are willing to focus on their buying needs, not your selling needs.
Questions and Feedback
Many salespeople traditionally try to ask questions that make a client answer yes:
“Would you like to save money?” “Do you want a quality product?”
Thes equestions may get a ‘yes’ answer, but they are ineffective because they completely fail to answer any of the client’s needs.
A key part of consultative selling is asking questions that allow the customer to tell you what they want. How can you know that your product is what the customer wants if you don’t ask?
The most effective questions are the “why” and “what” questions. These invite the client to explain what it is they want, and why they want (or do not want) the product. They allow you to tailor your product descriptions and discussions to the needs of the client.
Some sales people fear that allowing customers to answer questions will expose the weaknesses in a product. This is occasionally true, but it also allows you to discover other features the customer wants that more than make up for the weakness.
A client asks: “Why should I buy this product from you?”
Instead of reading a list of features, ask; “We have many significant advantages over similar products, so I can centre on the areas relevant to you, can I ask a few questions?”
Then ask what they need or are looking for from the product, that way you can tailor your responses without making an obvious sales push that may damage your chances of succeeding.
Potential customers will not want to buy a generic solution; they want a product that is right for them.
By asking questions, you can tailor your product into a solution for them, something that solves their needs. Only by asking questions can you truly become a consultative seller.
Confidence and Presence
When talking to a potential customer on the phone, your presence can have a big impact on the success of your sales calls. Even though the contact cannot see you, your attitude and confidence will be noticeable through your voice.
There are several key areas to achieving a good sales presence:
Confidence – Projecting confidence (not arrogance!) implies a knowledge and belief in your products. A nervous sales call will project an image of uncertainty, which will affect how the contact sees your company and product.
Enthusiasm – Similar to confidence, enthusiasm will show that you are interested in the client, that they are an important prospect to you. Sounding bored or tired will project a poor image of your company, may make your client feel unimportant, and will severely hinder any solutions and sales efforts.
Tone – Try to speak in a varied tone, emphasizing key words and points. Avoid speaking in a flat monotone voice, as this will come across as a lack of enthusiasm, as well as making the conversation seem extremely dull to the customer.
Language – Avoid the use of slang and overly casual conversation. Do not try to come across as speaking unnaturally, but also be careful of sounding too unprofessional. Listen to the language of the contact, and try to adapt to a similar style of language.
E.g. If the contact speaks very formally, then avoid using casual language altogether.
Speed – It is important to find a sensible speed to talk at. Rushing words will make you sound nervous, and talking very slowly will make you sound unsure and unconfident.
Understanding and Relating
A key part of building a relationship with a customer is understanding (empathy). Be empathetic towards any questions or objections.
Beware of un-empathetic, confrontational replies. If a customer says “You are too expensive”, replying with “But we are better quality” will not help. Try “I understand your concern about…” instead, understanding a client can go a long way towards helping secure a sale.
Relationships
The relationship with a potential customer is established quickly, good or bad. Using empathy and asking questions helps show you are trying to find a solution for them, and will reflect on you positively.
Confidence and presence help to build up a good working relationship, which in turn can lead to trust, which is a huge advantage in any sales or business environment.
Give the client your personal touches: “I will see to it personally to make sure…”
If you deliver upon your words, then the client will see you, and your company, as being reliable and trustworthy.
Listening
Always listen to your potential customers! The more they talk, the more clues you have on what they want.
Listen carefully; keep a notepad with you, and write down key words or figures, things that the client emphasizes, names, times. Then always keep these details near you when talking, your ability to remember information that is important to the client will give you an advantage.
If the client says “We may be interested after Project ABC is finished…”, then note it down! When you call back, ask “How is Project ABC going?”
Even if Project ABC is not going well (It does happen!) the client will notice that you have remembered important information about their business. This will help strengthen any business relationship, as most business people would much rather work with people who know and understand their business.
Listen to the tone and pace of the client, and adjust the way you talk accordingly. This does not mean mimic the client, but if they are talking much slower than you, then adapt and slow your voice down a bit.
Overcoming Rejections
When a potential customer rejects your product, it’s not the end of the conversation. In many cases, it’s actually the start.
Be persistent. This does not mean being pushy, or persisting until you provoke the client! However, do not give up when a client says “I’m not interested.” Ask them why they are not interested, let them tell you what it is they want.
If you try and make a big sales pitch after someone says they are not interested, they will not suddenly become interested. If, however, you ask why they are not interested, you can find out their needs and then gradually make them interested as you adapt your solution to their requirements.
Instead try empathising, and then ask a question to find out what they are comparing it to or what else they want that will make the extra cost worth it.
- “I can understand that you want a low cost… What is it you are comparing us to that makes us seem expensive?”
- “I can understand that you want a low cost….. What features are particularly important to you in…?”
These may reveal pricing activities by your competitors, or it may reveal areas of service that the customer is not aware are included.
For Example:
If a potential client uses another company, who charge £1000 for Product A and an extra £500 for Service B; and you can offer both for £1300. The potential client may think your price of £1300 is expensive because they are not aware that Service B is included.
By asking questions about objections you can learn the reasons behind them, and make sure that you present your solutions in the most effective way possible.
Closing
The art of closing is varied and tricky. It involves both thought and listening to work effectively.
Closing can either be a sudden “So how many would you like?” moment or a gradual process of closing and getting feedback. By asking questions that check the thoughts of the client, and listening to the answers, you can gradually obtain all the information needed to close.
Questions like:
- “Is that what you are looking for?”
- “How does that seem?”
- “What do you think?”
All make small steps towards closing, as well as potentially revealing information that will make closing easier.
For example:
- “Is that what you are looking for?”
- “That seems alright, but I don’t believe you will be able to provide the service by next week.”
- “I will personally see to it that the service is there if you give me your ok.”
In a case such as this, the small step reveals the major worry, which can then be addressed in or before closing.
Sometimes, a client will close the sale themselves: “If you can have it running by Friday then we’ll go for it”. Make sure that if your client says a closing line, you do not miss it!
Remember!
- Know your objectives before you call
- Prepare – Know which company you are calling, and what they do
- Be consultative – Sell a solution to the clients needs, not your product
- Ask “Why” questions to find out what your client wants
- Be confident and enthusiastic, without being arrogant!
- Be empathetic and understanding; give the client your personal touch
- Listen to what the client says, note down all relevant information for reference later
- Overcome rejections with questions, not a sales pitch
- Gradual closing, checking questions will work better than a single blunt close
Most of these tips are useful in building existing business relationships as well as in selling new ones. The concepts of listening to the customer, being consultative and enthusiastic are relevant with almost all business contacts.
The art of telephone sales is such a large area that it would be impossible to cover every aspect over a single article. There are many books on the subject available, which go into all areas in significant detail.
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