Con-Com-T, Inc. Conceptual Communications & Training -- Jay Gentry
"I remember No Need, No Trust, No Hurry from the first CCT workshop that I attended… and I still use it today to analyze where we are in a sales process."
Richard Campbell
VP Sales, Impulse Point

Consultative Selling Process


Consultative Selling is a Point of View
The job of the consultative sales person is to put his/her customer in a position to make a right choice for themselves or their company. The best sales people work to understand the needs and priorities of their prospects and customers. This allows them to get on the same side of the desk as their customers and apply what they know about your solutions (products or services)… along with what the customer knows about their situation so that the customer can make better choices. Consultative selling is making connections between what the customer or prospect cares about and the appropriate solution… which hopefully (but not always) is what the sales person’s company has to offer.

True consultative selling is caring, listening, wanting to understand needs, wants, objections, alternatives… and helping your customer make the right choices. It is a point of view. If your company offers quality solutions at fair prices… you win.
Relationship influence is a combination of knowledge and perceived intent
Having your customer ask you “what do you think” or “what would you recommend” is the ultimate indicator of relationship influence. We have found that influence comes from the customer’s perception of your knowledge and intent. Knowledge of your products/services, how they solve problems, and how they have worked in practice are all important. However, the differentiator is what you know about the customer and his/her situation. In order for you to develop relationship influence, in addition to trusting your knowledge, your customer must trust you, your capability, and your intent to deliver on your promises.
A good questioning process will allow people to lead you to what they view as important
Learning what is important to your prospect or customer is more about listening than about questioning. You need to understand your key questioning areas and have some well crafted topic questions… but listening to the answers is the key. If you will pay close attention to your customer’s answer to a topic question and compose your follow up questions based on those answers, then they will lead you to what they consider important. For example: Rather than ask “What are the problems you’re facing”… ask “What is different than you were expecting”. When the customer answers that “competition is tougher” then you ask questions that clarify and follow up on their answer. “Competition from whom? Tougher in what way? How are you responding? These would all be good follow up questions. More importantly, you will learn about the customer and their situation.
Barriers to sale are No Need, No Trust, No Hurry
If you are trying to sell to someone, you have to overcome these three barriers… pretty much in that order. If they don’t recognize that they have a need for your product or solution… that it can solve a problem or present an opportunity… why would they be interested? Second, even if they acknowledge their need, if they don’t trust that you and your company can and will deliver on your promises… no sale. If they recognize their need and trust you… they will still not buy unless there is a compelling reason to act now.

When sales people do not understand these barriers and the sequence, they may waste the prospect’s time and attention by focusing on the superiority of their product over an alternative... or offering bigger discounts (both tactics to overcome the No Hurry barrier) before establishing that the prospect acknowledges a need for the product in the first place.
Your investment with CCT should enable you...
...to make decisions, solve problems, address needs,
or capture opportunities
"Jay Gentry brings tremendous skills, positive energy, and a wide breadth of knowledge to every task he undertakes. He has the ability to motivate others to succeed and to provide them with the skills and tools to do so."
Reid Fishman
President, Connective Strategies Inc.