In 1991, Brian Shulman, https://www.linkedin.com/in/brianshulmanauburn, of
Birmingham, Alabama, was hired as a sales executive for Ha-Lo Advertising in
Atlanta, Georgia. It was his first foray into the business world, and the
consultative sales experience he gained would come handy in later years when he
became a regional executive for companies such as Enterprise Systems Inc. and
Eclipsys Corporation.
Consultative selling relies on developing individual practices and skills, with the
underlying characteristic of this approach being authenticity. To be an
effective consultative seller, you have to work on wholly understanding the
buyer’s needs and meeting them through a customized
solution. Simply put, you have to work on establishing a genuine relationship
with the other party.
The customer’s needs are central to any discussion in
consultative selling. You identify these needs by preparing and using
well-structured questions to gain the relevant insights. It’s imperative to regularly request client feedback so that you
know which questions to ask at what times.
Short history
When this approach to sales was
first introduced in the 1970’s, it marked a significant transition from
the salesperson being the source of information to a more collaborative sales
session – one where the client’s needs drive the conversation. The consultative
approach shouldn’t be seen as a long
process that focuses on customer needs at
the expense of making a sale. Rather, because needs are clearly defined and feedback is constant, it hastens the sales cycle.
Brian Shulman Birmingham Alabama , is the founding
partner and managing director at Princeton Capital Partners. He’s worked in
various cities, including Birmingham, Alabama.
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