If you are into sales or marketing, you must have already come across the term ‘Consultative Approach’. So what is unique about this? This approach is not about closing the deal; rather it is about giving great customer service. This approach is value based and not result centric.
Here you consult; guide; counsel and make the customer feel it is all about him – An approach that may be highly demanding of you, but truly delivers.
So how do you practice it? Well if you actually do a little study, you will know that this approach has a series of steps.
Research
In simple terms, this means ‘getting to know’ your customer well. The customer can be an individual or a client organization. It is obvious. If you have to guide, suggest or recommend them the best solution, you certainly need to know their needs. Knowing your clients, their business and requirements helps you to get prepared for meeting them.
Ask
Now it is time to meet and greet your clients. Having a friendly talk certainly helps build a good rapport. Keeping your questions open ended helps you get the complete picture of your client needs. Understand what they expect from your product/service.
Listen
As easy that may sound, people in sales will tell you how difficult it is. Anyways in Consultative approach it is important to be an active listener. This helps you to build trust. Remember you are not making a sale; rather you are trying to earn a customer service for a life time.
Recommend
Have you seen how lately, many companies are positioning themselves as solution providers instead of sellers? Well, the consultative approach requires you to behave like one. Unlike a traditional sales person who uses every other chance to advertise his products, a consultant recommends only a solution to the client’s problems. This is also where you decide whether or not the client intends to purchase your product. The sooner you realize, the better it is.
Close
This is the final step where you formally introduce your products/ services and close the deal. But make sure you do it at a pace comfortable to the client. Trying to finish the sale in haste can overwhelm your clients and drive them away. Approach the finale at ease.
So why should you follow this approach?
- It is a tried and tested method to improve customer service.
- In a consultative approach, your customers have a good feel about the whole deal. They believe that they have been given a solution and not a mere product.
- In competitive business environments, consultative approach is a life saver. You gain new customers for a life time and drive in more sales.
- This is also a learning process where you draw insights about your target customers. The inputs received can help you to create better products/ services. Note that the success of an innovative solution depends, on how well it addresses the real problems people face.
Whatever be your approach, it is important to be genuinely interested in your customers and provide them the best of service. Even if you do not make a sale, you are sure to leave behind a lasting impression.
