Consultative Selling is Obsolete

Jacques Werth
High Probability Selling

Consultative Selling and all of its relatives such as SPIN Selling, Solution Selling, Strategic Selling, Customer Focused Selling, Buying Facilitation, etc. are merely variations of the "Needs Selling" systems of the 1960’s. ?Consultative Selling? has been in vogue with salespeople for over three decades – with good reason. Most salespeople still believe that finding prospects who need their products and services, and then convincing (or helping) them to buy, is a viable sales strategy. Thus, acting like a consultant might seem to be the best way to initiate the sales process. However, in today?s world that strategy is obsolete.

Information Overload, caused by massive increases of all forms of communications, has radically changed the markets for virtually every product and service. It has made prospects and customers far more knowledgeable, sophisticated, skeptical and sales-resistant than they were just ten years ago.

Hardly anyone is fooled by Consultative Selling anymore. Most prospects are worn out and disgusted by salespeople who ?just want to ask a few questions so that they can help them.? They have heard dozens of variations of pitches designed to arouse their interest and desire. Salespeople that act like Advisors or Consultants are misrepresenting their true agenda, which is to make a sale.

Everyone knows that the primary objective of salespeople is not to help prospects, clients and customers; it is to produce sales in order to earn money. Salespeople would be doing some other kind of work if they didn?t get paid for producing sales.

If you feel disturbed or upset by these assertions, but want to learn more, that is a good thing. If you resent and resist them, then you are destined to continue to work too hard, and struggle too much, trying to improve your mastery of an obsolete selling system.

Here is one of the primary clues to the obsolescence of Consultative Selling. You find yourself working with prospects who need, and have an interest in, what you are selling ? only to find that nearly all of them are the wrong prospects?at the wrong time.

It is now entirely feasible to find an abundance of prospects who already know about their needs for the benefits of your products and services. These are prospects who are ready to spend time and money to satisfy those needs. That kind of ?high probability prospect? is being continuously created by Information Overload.

Here is another clue. These ?high probability prospects? don’t want a new best friend. Whether on not they really like you is unimportant to them. Attempts at "building rapport" or ?creating a relationship? turn them off.

Most high probability prospects don?t expect to buy the best possible solution to satisfy their needs. They just want to buy a satisfactory solution that they can absolutely rely on to serve their purpose. Therefore, they want to deal with a salesperson that they trust and respect; one who also trusts and respects them. However, they don?t trust and respect people who try to appear as if they are consultants ? instead of what they really are ? salespeople. In order to be trusted and respected you must be authentic.

Thousands of top producers, in almost every industry, have learned or figured out most of the steps of a sales paradigm that eliminates the need for persuasion, convincing, manipulation, and misdirection. These top producers know how to find and meet with high probability prospects when they are ready to buy or specify their type of products and services. They can quickly develop relationships of mutual trust and respect with their prospects. They know how to prevent objections, and to close effortlessly without pressure or discomfort.



If you want to learn the process and mindset of top producing salespeople, you want to learn more about High Probability Selling.

Until Next Time?Sell Well

Jacques Werth ? High Probability Selling

Copyright 2007.

Tags: How+to+sell, The+secret+to+selling, Selling+and+Persuasion

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Consultative Selling is Obsolete

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