In consultative selling , salespeople do more than sell, they listen, investigate, analyze customer needs and seek solutions to real problems faced by companies.
This approach fits perfectly with new consumer habits, driven by the internet and easy access to information.
But despite how well it fits into today’s market, consultative selling is not a new concept. The idea first emerged in the book Consultative Selling by B2B salesperson Mack Hanan in the 1970s.
Some cutting-edge companies and professionals have adopted this “revolution” in sales over time, but the concept has never gained as much traction as it does now.
Most of the buying process happens before contacting the seller
Today, the purchasing decision-making process, whether B2B or B2C, is stronger even before the salesperson arrives with their sales pitch.
After all, it no longer holds a monopoly on information: it is on the web for anyone who wants to access it.
To give you an idea, a study by the CEB Marketing Leadership luxembourg whatsapp data Council shows that at least 57% of the purchasing process takes place before direct contact between the buyer and the company. And, in some cases, this percentage can reach 70%.
This just shows what many people already know, and it is the basis of digital marketing : most people search online for the product or service they want, analyze consumer reviews and social validations of the company. And only then do they look for the industry to purchase the good or service.
Consultative sales increase the salesperson's proximity to the customer and generate more trust in this relationship. This increases the average ticket, the speed of the purchase cycle, the loyalty rate and word-of-mouth advertising.
But are consultative sales really that important for the company?
But are consultative sales really that important for the company?An important point about B2B sales is to understand that they are driven by changes in B2C sales. Despite the differences in the buying journey, both are made by people.