Chapter 3: Consultative Selling

1. Chapter 3 – Consultative Selling

2. What is Consultative Selling?
Product Selling
• Focuses on talking about the product
• “All about me” approach
• Assumes that every prospect needs the product
• Tries to sell the product to every prospect
• Focuses on selling products to prospects
• Tries to sell the product at every sales process step
• Salesperson does most of the talking
• Pitch centers around explanations and descriptions
• Talks about the product to try to make the prospect interested
• Focuses on the salesperson’s interests
• Tries to overcome objections
Consultative Selling

3. Hi [Prospect Name],
I am a Senior Account Manager with [Company Name].
We provide:
• [Product 1]
• [Product 2]
• [Product 3]
I am reaching out to see if you need what I sell.
Can I schedule a 20 to 30-minute meeting with you to try to get you to buy what I sell.
Best Regards,
XXX XXX
XXXXXX

4. Benefits
Why do we do this?
Product
Company
Features
Functionality
What we say when talking with
prospects
Very inward focused – me, my product, my company
• Foundation of knowledge
• Focus of training
• Wealth of experience
• Where we have interest
• What leads to us getting
paid
• Introductions
• Cold calls
• Emails
• Networking
• Company website
• Social media
• Presentations
1. It is how we are trained
2. It is your natural instinct
3. It is the easiest path

5. Product
An Alternative Approach – Consultative Selling
Value
Pain
Points
Questions
Company
Name
Drop
Focused on prospect first
What we say when talking with
prospects
• Introductions
• Cold calls
• Emails
• Networking
• Company website
• Social media
• Presentations

6. INTERACTION
CONVERSATION
EXPLANATION
PURCHASE
Product
Selling
Consultative
Selling

7. Product Selling Consultative Selling
Company
Product
Features
Benefits
Goal: Get Customers
Value
Pain Points
Questions
Product
Company
Name Drop
Goal: Starting Conversations

8. What is Consultative Selling?
Product Selling
• Focuses on talking about the product
• “All about me” approach
• Assumes that every prospect needs the product
• Tries to sell the product to every prospect
• Focuses on selling products to prospects
• Tries to sell the product at every sales process step
• Salesperson does most of the talking
• Pitch centers around explanations and descriptions
• Talks about the product to try to make the prospect interested
• Focuses on the salesperson’s interests
• Tries to overcome objections
Consultative Selling
• Focuses on talking about the prospect
• “All about the prospect” approach
• Questions if the prospect needs the product
• Tries to find prospects that are a good fit
• Focused on providing solutions to prospect’s needs
• Trying to sell the next step in the sales process
• Prospect does most or equal amount of talking
• Pitch centers around probing sales questions
• Talks about benefits, problems, ROI, client examples to make prospect
interested
• Focuses on the prospect’s interests
• Tries to deflect objections

9. Consultative Selling May Appear More Difficult
• It is easier to talk about the product
• Difficult to know what questions to ask
• Can be a lot of different types of customers
• It can be difficult to have business
conversations
• Can be unclear what pain points to look for
• Trigger less guardedness
• Face less objections
• Experience less rejection
• Better quality leads
• Closing will be easier
• Can outline pain points and
questions according to buyer
personas
More Difficult? Or Is It Easier?

10. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

11. Example

12. Week 1: Introduction to SMART (Chapters 1 - 2)
Week 2: Consultative Selling (Chapters 3)
Week 3: Building Your Consultative Sales Message (Chapters 4 - 9)
Week 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses (Chapters 10 - 15)
Week 5: Managing the Sales Process (Chapter 16)
Week 6: Cold Calling (Chapter 17)
Week 7: Email Prospecting (Chapter 18)
Week 8: Voicemail Strategy (Chapter 19)
Week 9: Getting into New Accounts (Chapter 20)
Week 10: Dealing with Objections (Chapter 21)
Week 11: Getting Around Gatekeepers (Chapter 22)
Week 12: Qualifying the Prospect (Chapter 23)
Week 13: Closing (Chapter 24)
Week 14: Networking (Chapter 25)
Week 15: Prospecting on LinkedIn (Chapter 26)
Week 16: Improving Mental Strength (Chapter 27)

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