Value Selling
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Value Selling
Have you got the right type of sales people selling the right value offerings to the right level of buyers in the right way? If not, you have an escalating cost of sale and therefore be losing margin.
Value selling, or consultative selling, is where the customer doesn’t know precisely what they want to buy but knows what they want to achieve. The sales person’s role is to work with that customer collaboratively (or ‘consultatively’) to create a solution to their problem. Inevitably, this type of selling requires building relationships, sometimes over a long timespan and so that ability to build and nurture customer relationships is a critical skill for the consultative sales person.
Customers who are looking for a solution to their problem are likely to be less price-sensitive than customers who know what they want to buy.
The flip side of value or consultative selling is transactional selling, where the customer knows precisely what they want to buy and therefore the sales person’s role is to communicate the value of the product or service. This is often a shorter sales cycle as it will be made up of a series of transactions and there is less need to build relationships.
Consultative sales people are quite different people from transactional sales people ie. they demonstrate different behaviours.
If you want to know whether you have consultative or transactional sales people in your organisation, how to recruit consultative sales people or how to optimise your sales teams, we have developed a powerful behavioural diagnostic. This is not personality based and therefore not fixed. It is possible to coach and teach for the winning behaviours and also measure the change in desired behaviours. : Consultative Transactional Quotient (CTQ)
To learn more about how to sell consultatively – please watch the recording of our Consultative Selling Webinar.