"Si hay un vendedor implicado en el proceso de venta, normalmente hay un cierto nivel de experiencia que debe entrar en esa conversación. La venta consultiva significa tomarse el tiempo necesario para entender lo que la gente está tratando de hacer, y eso es relacionable con cualquier proceso de ventas en el que intervenga un ser humano."
This is a simple and clear description of consultative sales in the real world, according to Sr. Account Executive of Close James Urie.
¿Siente curiosidad por la venta consultiva? Pregúntate: ¿añade valor a mis clientes mi presencia en el proceso de venta?
Si la respuesta es sí, entonces vas por buen camino. Pero si realmente quieres dominar esta metodología, has llegado al lugar adecuado.
Estamos a punto de sumergirnos en lo que se necesita exactamente para convertirse en un vendedor consultivo, y cómo implementar estas estrategias en su flujo de trabajo de ventas diario.
Si quieres empezar por lo básico, te explicamos lo que necesitas saber:
- ¿Qué es la venta consultiva?
- Cómo funciona el modelo de venta consultiva
- Ventajas e inconvenientes de la venta consultiva
What is Consultative Selling?
The term "consultative selling" was originally coined in 1970, but over time this method has adapted and grown to become a highly effective way of selling, even more than 50 years later.
Para definir la venta consultiva, piense en lo que hace un consultor. Trabajan junto a una empresa, discuten los retos y objetivos, y actúan como un miembro más del equipo que colabora para alcanzar un resultado establecido.
En muchos sentidos, la venta consultiva convierte a los vendedores en consultores activos de sus clientes. Trabajan junto a las empresas como una extensión del equipo, indagando en la raíz de los problemas clave y aportando soluciones e ideas que funcionan. Se centran en ofrecer resultados reales a sus clientes, no solo en vender un producto o servicio.
How the Consultative Selling Model Works
In general terms, the consultative sales methodology follows the same process as a consultant would when working with a client. When applied to the sales process, it could look something like this:
First, the sales rep asks good discovery questions to find the root of key challenges. They’ll talk to their point of contact, and probably others on the team to discuss the main issues and find out what’s really causing them.
Next, they’ll work collaboratively to find the right solution to overcome challenges and reach goals. This involves more than just doing a product demo or giving a sales pitch—it involves developing a process and plan to work towards goals and see real results.
As they develop a solution, a consultative seller also provides context, ideas, and insights into top industry trends. To be successful with this sales model, the rep must be an authority that the customer can respect and trust (i.e., a consultant).
Finally, the seller closes the deal by giving real proof of the results. This might include providing social proof, giving a clear product demo that proves the value of the product for this particular customer, or offering a free trial period to let the prospect experience the benefits of the solution first hand.
Pros & Cons of Consultative Selling
Después de 50 años, la metodología de la venta consultiva debe de estar haciendo algo bien. Esto es lo que puede esperar al utilizarla (lo bueno y lo malo):
Ventajas de la venta consultiva:
- Increased trust in your brand: With your sellers acting as authorities in the field, they’ll increase the confidence that customers have in your brand and company.
- Better alignment to the buyer journey and needs: When the whole sales team is focused on the customer, you’ll be able to build a smoother sales process that aligns with what the customers actually want and need (not what you think they need).
- Increased close rates, upsells, and cross selling: Consultative sellers convince buyers based on real value. Plus, they may surface unexpected needs when digging into the real root of the customer’s problems. This, when done authentically, results in more closed-won deals and revenue.
Inconvenientes de la venta consultiva:
- Takes longer for junior reps to get up to speed: There is no replacement for experience. Since consultative selling requires reps to be industry experts, it will be harder for junior reps to get started. However, there is a simple hack for junior reps to start doing consultative selling from day 1, even when they don't yet have all the answers.
- Saying no to some customers: Consultative sales reps focus on what’s best for the customer, and in some cases that means telling them your product isn’t a good fit. In the short term, this will result in some lost business, but in the long term it will increase trust in your brand and focus your customer base to the people who can really succeed with your product, and drive sustainable revenue.
Dig Into the Nitty-Gritty of Consultative Selling
¿Cree que la venta consultiva es el modelo adecuado para su equipo? Si le interesa ayudar a los clientes a tener éxito y cuenta con un equipo de expertos en el sector dispuestos a compartir sus conocimientos y cerrar acuerdos de gran valor, prepárese: estamos a punto de soltar un montón de sabiduría sobre la venta consultiva.
This guide was built to help your team master consultative selling. Learn how the process works, what skills your team will need, examples you can follow, and more.
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