Consultative Selling: How to Win Bigger, Better Deals

"Se há um vendedor envolvido no processo de vendas, há normalmente um certo nível de especialização que deve ser incluído nessa conversa. As vendas consultivas significam dedicar algum tempo a compreender o que as pessoas estão a tentar fazer, e isso é relacionável com qualquer processo de vendas em que esteja envolvido um 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.

Curioso acerca da venda consultiva? Pergunte a si próprio: a minha presença no processo de vendas está a acrescentar valor aos meus clientes?

Se a resposta for sim, então está no caminho certo. Mas se quer realmente dominar esta metodologia, veio ao sítio certo.

Estamos prestes a analisar exactamente o que é necessário para se tornar um vendedor consultivo e como implementar estas estratégias no seu fluxo de trabalho diário de vendas.

Se quiser começar pelo básico, abordaremos o que precisa de saber:

• O que é a venda consultiva?
• Como funciona o modelo de venda consultiva
• Prós e contras da venda 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 a venda consultiva, pense no que faz um consultor. Trabalha ao lado de uma empresa, discute desafios e objectivos e actua como mais um membro da equipa que trabalha em conjunto para alcançar um resultado definido.

Em muitos aspectos, a venda consultiva transforma os vendedores em consultores activos dos seus clientes. Trabalham ao lado das empresas como uma extensão da equipa, indo à raiz dos principais problemas e fornecendo soluções e ideias que funcionam. A sua atenção centra-se na obtenção de resultados reais para os seus clientes e não apenas na venda de um produto ou serviço.

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

Após 50 anos, a metodologia de vendas consultivas deve estar a fazer alguma coisa bem! Eis o que pode esperar quando a utiliza (o bom e o mau):

Benefícios da venda 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.

Desvantagens da venda 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

Está a pensar que as vendas consultivas são o modelo certo para a sua equipa? Se está interessado em ajudar os clientes a serem bem sucedidos e tem uma equipa de especialistas do sector prontos a partilhar os seus conhecimentos e a fechar negócios de elevado valor, então prepare-se: estamos prestes a deixar cair uma carga de sabedoria sobre vendas consultivas.

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.