It is mystery why so many direct sales people are still attempting to sell complex products and services in a non-consultative way. Consultative selling is simply a process of knowing what the implied and expressed needs and wants of clients before making a recommendation. This is generally achieved through asking relevant and informed questions.

Research, surveys and experience that tell us consultative sellers are more successful. This simply means that those salespeople who know and respond to their customer’s business, pain points and business model make more sales and earn more commissions.

A good example of how this works was illustrated by a recent experience we had. We worked with a client within the graphic communications market helping them put together a large and complex RFP. All the potential suppliers had an equal chance to gain information and ask questions.