The term consultative selling is used in the selling profession and amongst others forms one of the many techniques used in selling goods and services.

Throughout the selling profession salespeople will often refer to themselves as “Sales Consultants” and as such feel the word “consultant” will add to their credibility when dealing with their prospects.

As selling involves the interaction with people as prospects, the success of the process depends on several factors and the main role of the salesperson is to listen to the prospect and answer their questions as they relate to what is being offered.

The definition of consult is “seek information or advice”.

As a salesperson you need to understand that to be consultative your product knowledge needs to be of a high standard as it is only through your delivery of your product or service to the prospect, in a professional manner, will you be able to control the interview and close the sale.

Without sound product knowledge the selling process is that much more difficult and by not taking time to learn all the facts about what you are selling you are not in a position to be seen as a consultative salesperson.

It stands to reason the more technical or involved the product is the higher the level of expertise the salesperson requires and the process of selling generally takes longer and as a result the prospect needs more information before making the buying decision.

The salesperson on this occasion has to work with the prospect and take a more “side by side” approach in the role of the consultant, providing information and advice.

However the salesperson needs to understand that throughout their presentation and in providing the information the goal of the interview is to achieve a sale.

Keeping in mind all prospects like to feel they have “bought” what you are offering and that they were not “sold” what you were offering and that you the consultant assisted in their final decision.

Consultative selling is one of the methods that support the buying decision and it is through the salesperson providing detailed and accurate information the prospect commits to buying.

The salesperson needs to appreciate however that in providing the information they have to at all times use their product knowledge to answer questions, but more importantly explain the features and benefits of what they are offering.

At the end of the day it will be your effectiveness as a salesperson to provide solutions and satisfy the needs of your prospects that will be the measure of your success in the profession of selling.

It will not matter what it says on your business card all good sales people engage in Consultative Selling as it is only part of the skills and techniques need by all salespeople if they wish to be successful and have a long term career in the profession.