What is the Difference Between Consultative Selling and Normal Selling?

Summary

In this video, Brian Tracy contrasts consultative selling with traditional transactional selling, emphasizing that consultative salespeople focus on long-term relationships and tailored solutions. Rather than merely pushing a product, they act as problem-solvers, asking insightful questions to understand their clients' needs. Tracy shares his experience of presenting himself as a consultant, rather than a salesperson, and highlights the importance of asking questions to co-create customized solutions. By positioning oneself as a consultant, salespeople can foster trust and effectively help clients achieve their goals, ultimately enhancing both relationships and financial outcomes.

Takeaways

• 😀 Normal selling, often called transactional selling, is a simple exchange where the customer buys a product or service and walks away.
• 😀 Consultative selling is different because the salesperson positions themselves as a consultant, focused on long-term relationships and solving the client's problems.
• 😀 Consultants are professionals who focus on identifying and solving problems to improve the client's financial results.
• 😀 A consultant's primary role is financial improvement, helping companies achieve better results by offering customized solutions based on their unique needs.
• 😀 Consultants see their clients as long-term partners, not just one-time transactions, and aim to work with them over months or even years.
• 😀 The key to consultative selling is asking questions to understand the client's problems, similar to how a doctor conducts a diagnosis before recommending a treatment.
• 😀 Consultants provide personalized, co-generated solutions, working with the client to create solutions that specifically address their issues.
• 😀 Consultative selling is highly interactive, with 70% of the process being about asking questions and 30% about listening.
• 😀 The role of a consultant is to offer insights and open up new possibilities for the client, rather than just telling them what to do.
• 😀 To become a consultative salesperson, you must have the courage to call yourself a consultant, which can positively influence how clients perceive you and accept your approach.

Q & A

What is the primary difference between normal selling and consultative selling?

Normal selling, or transactional selling, involves a quick exchange of goods for money with minimal engagement. Consultative selling, on the other hand, focuses on building a long-term relationship with the client by identifying their needs and offering tailored solutions.

How do consultative salespeople view their clients?

Consultative salespeople view their clients as long-term partners, seeing them as friends rather than just customers. They aim to work together for months or years to help improve the client's business and personal outcomes.

What are the key qualities of a consultant in sales?

Consultants are professionals focused on solving problems, particularly financial ones. They are results-driven and have specialized expertise. They also ask many questions to understand their clients' issues and offer customized, personalized solutions.

Why is asking questions important in consultative selling?

Asking questions is crucial because it allows the salesperson to uncover the client’s real problems and needs. This process is similar to how a doctor examines a patient before making a diagnosis and prescribing a solution.

What is the role of a consultant when providing solutions to a client?

A consultant works with the client to co-create customized solutions. Rather than offering generic answers, the consultant tailors their approach to the specific needs of the client, ensuring the solution is personalized.

What does the 70% rule refer to in consultative selling?

The 70% rule in consultative selling refers to the idea that 70% of the consultant's work is asking questions to understand the client's needs, while only 30% is about listening to their responses and giving advice.

How do consultants provide value to their clients in consultative selling?

Consultants provide value by offering insights and suggestions that open the client's mind to new possibilities. They don’t just tell the client what to do but guide them to new methods or technologies that can help them achieve their goals.

What mindset should a salesperson have to be seen as a consultant?

To be perceived as a consultant, a salesperson must have the courage to call themselves a consultant. Once they adopt this mindset, clients will expect them to act as consultants and open up to their expertise.

How can a salesperson become more consultative in their approach?

A salesperson can become more consultative by focusing on asking insightful questions, deeply understanding the client's problems, and providing customized, results-driven solutions rather than simply selling a product.

What is the key to building trust as a consultative salesperson?

The key to building trust as a consultative salesperson is by demonstrating a genuine desire to help the client achieve their goals. By providing insights and asking meaningful questions, the salesperson positions themselves as a knowledgeable and reliable partner.