There is a very common misunderstanding due to a recent shift in the marketing and sales market.
Consultative selling came before SPIN Selling, but the term really became popular after the arrival of Inbound.
Taking advantage of the methodology’s permissive approach, more and more marketing and sales professionals began to proclaim the success of “advisory selling” to all companies.
However, one of the most recurrent emails we still receive here at Outbound Marketing deals with the Sales Consultant functions.
This question, in particular, is one of the plausible ones in our area.
The salesperson in an Advisory Selling process has been called a Sales Advisor even more often.
And, after all, what do you mean when you say “Sales Consultant”?
Sales Consultant: what is it?
Unfortunately, today it has two meanings:
- Consulting: involves the process of serving clients in a consulting model, optimizing or implementing marketing and sales processes and helping to achieve better results through these actions.
- Consultative Sales: is the salesperson, sales executive, but in a clear model of consultative sales where the company wants to convey a friendlier image of its sales team.
Therefore, doubt becomes more and more common.
When I receive a proposal to be a sales consultant, it is even more crucial that I understand and check the job descriptions to differentiate between the cases above.
How to fix this problem?
In both strands, several companies seek to change the terms they use for these positions.
Some consultancies are using names like business doctors, business specialists, gurus/magicians/masters/jedi, etc.
Have you seen this one anywhere?
On the other hand, the same thing happens. How many sellers are no longer called new business analysts, closers, wolves and more?
Here at Outbound Marketing, we simply differentiate the term Salesperson from Sales Executive, which has made internal communication a lot easier, as we consider ourselves Marketing and Sales Consultants.
It makes sense?
The sale can be consultative, yes, but the consultancy work delivered during a sale still, in my opinion, differs from what we understand as an actual strategic delivery.
Calm down! Let’s explain this very well so that there is no doubt!
Unfortunately, a large part of a sales process is part of value generation, but the main market to use this type of concept is technology.
As much as a salesperson understands a lot about the market and product that is involved, he still cannot generate full value without marketing his own product (if he can, there is something wrong!).
Therefore, the “advice” offered becomes the education of the lead, who understands that they really need a solution.
At least for me, the consultant actively participates in implementing a solution, and today these vendors don’t do that, they just deliver it!
That’s why we chose to call ourselves Consultants, yes! 😀
Consultative Selling in our daily life
The Sales Consultant, then, is also a natural salesperson of park view city Islamabad. After all, he understands the commercial process as a whole, knows how to implement it (or should know) and his professional goals always involve guiding his clients towards commercial success.
The most peculiar thing about this situation is that for a sale like Outbound Marketing, we need a Sales Executive who is expert in Consultative Selling. After all, diagnosing problems for a service is even more crucial in generating value throughout the negotiation.
If, amidst the crisis and the bad results of your sales team, the customer still cannot understand what he needs to do, our sales executive needs to direct his reasoning, in order to demonstrate the implications of not acting on the problems.
Before that, however, the problems need to be diagnosed.
Therefore, consultative selling appears throughout the entire sales chain! And most importantly, it generates invaluable insights for Sales Consultants, those who will make the magic happen on the client.
And the process ends up having continuity in the hands of the consulting team, after all, the Consulting Sales is one of our clearest foundations.
Our Sales Consultant is also an expert in the concepts and knows how to direct the implemented strategies and tactics to include an effective diagnosis process that leads to an understanding of the problem and its implications before presenting a solution.
What can you do with this information?
First, if you don’t know more about Consultative Selling, check out this article here!
Now, let’s start with the objections!
That little voice in the back of your head saying, “Amah, but this is beautiful on paper or in other companies. For my market, for my customers… IT DOESN’T WORK!”
Ou can’t keep making mistakes with silly things like that!
If this involuntary reaction has just crossed your mind, it’s time to let go of the stone clubs and spears. Let’s leave the cave world and take a look at the diversity of opportunities we have today.
For small accounts
The logic is that it’s not worth investing and increasing the cycle, isn’t it? The customer understands the product right away or is it very complex, right?
You can stop here!
The Inbound process has a unique beauty: its SCALE.
Take advantage of this mass conversion nature and educate your leads, ensure a higher average ticket, or at least increase your conversion.
We have a client who managed to reduce his monthly sales volume by more than 20%, but still earn more! All this in the first month of the sales cycle closing!
How is this possible?
More educated leads are willing to invest more. The cost is now seen as an investment and, if someone offers you to put 2000 reais into an investment fund with a very high (almost 100%) probability of return, you would ask to put 4000 or more, wouldn’t you?
That’s how your lead should see you!
For medium and large accounts
If you have already left the Inbound line, which is really only the case for very high tickets (above 10k monthly), complications are appearing.
Anyway, just having a viable Outbound process would make it much easier for your life to be able to implement the Consultative Selling concepts.
In 90% of my sales here at Outbound Marketing, I only submitted a proposal after receiving a formal request.
That’s because the leads already understand the value proposition well and are interested in knowing how much they would have to invest to get the return we’ve just analyzed.
Therefore, they have a basis for comparison for the proposal they receive!
This value is only possible to be perceived after an effective diagnosis. Saying that we have our own methodology, we implement processes with speed 2x faster than the market, we deliver ROI in less time than our competitors and other such arguments are practically irrelevant.
If the lead hasn’t told me more about his personal and collective motivations (the company’s vision for hiring us), I’ll just throw our time away and hope he wants to buy.
Working techniques and tools like SPIN Selling and GPCT is necessary for this reason.
Understanding the real scenario of a lead and adapting my speech so that he sees everything and then understand how much we can help him is the job of a tolerable performance sales executive!
When starting your Outbound process, you should, yes, segment your team between Hunters and Closers.
And both must understand that it is necessary to generate value throughout the entire negotiation, but always gathering as much information as possible to improve the sales pitch.
What would the team of closers become if they always arrived in the dark for meetings with the opportunities delivered by the Hunters? They would enter a new questionnaire, an interview with repeated questions and generate impatience. Have you ever sold to an impatient lead?
How to get started: 1 step to results
Simple. Even more than you might believe.
Even so, it’s never easy to adapt some concepts to a specific scenario.
That’s why you need expertise, which we have in abundance here,
why don’t you talk to us and we’ll help you better understand how a Sales Consultant can help you implement or optimize your sales process advisory? 😛