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The
Consultative Sales Process The Problem - A Hidden Sales Step However, when used to sell complex products and services, such as financial planning, consultative selling suffers a fatal flaw because of a hidden step—analysis. Diagnosis, projections, and comparisons are just some of the examples of analysis that are integral to solving complex problems and selling complex products or services.
(click on graphic to enlarge) The problem is that in the Digital Age, analysis usually involves technology. When it comes to consultative selling analysis and technology were not part of the design, they’re an afterthought. Why? Because when consultative selling was introduced, ‘sales technologies’ weren’t an issue. For all practical purposes, they didn’t exist. So, the consultative sales process didn’t account for them and doesn’t accommodate them. Consultative selling fails to integrate analysis or technology into the sales (client-advisor) process. Instead, the advisor performs the analysis:
The standard practice is for salespeople to analyze issues in the privacy of their offices, out of client view, with the help of their computers and other resources, and return with a series of printouts or slideshows that are used as part of their sales presentation (for demonstrating solutions). |
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