Help Me Help You?
Written By: David Gignilliat

Imagine a pitcher that throws the same pitch to every batter. Or a fast-food restaurant that only serves hamburgers one way. Or a doctor that gives the same diagnosis for every patient. For the longest time, this is the way sales used to be. Since the days of door-to-door salesman and the Sears-Roebuck catalog, a one-size-fits-all, product-centric approach has dominated network marketing.

(Cue Wayback Machine, dream sequence)

… Here is my product. I love it. I think about it all the time. I live, breathe and sleep my product. I can rapid-fire its features and benefits to you in a matter of seconds. I will find as many people as possible to buy this product. And as quickly as possible. I will convince you, the buyer, that you need this product. I will remind you that countless others in the past have enjoyed it too. Without understanding your financial situation or your hopes and dreams, I know what’s best for you. Intuitively. And, it is this product. I would like you to buy this product. Right now, preferably. If you object, I will hurdle over your concerns and overcome your objections with extreme prejudice. And with a smile. Please sign here. And here. And here. Initial here. Press hard. Yes, there are six copies. And please give me the names and numbers of people I can sell this same product to. Next. Here is my product. I love it. I think about it …

(End Wayback Machine, dream sequence)

Over the last few decades, as technology evolved and the information gap between sellers and buyers shrunk, consumers have come to expect more from the people who sell them products and services. They began to question the suitability of advice. Is this product best for me? Does it fit my specific needs? Is it within my financial constraints? Why did you recommend this solution for me? And, for a while, many struggled with this push-back from a client base with increased expectations. Ultimately, however, salespeople evolved as well, spawning a concept known as consultative selling.

What, exactly, is consultative selling?

Consultative selling is the exact opposite of product-based selling. Instead of product, product, product, it is need, need, need. The goal of the consultative sales process is to learn about a client’s situation and objectives first, secure agreement that a need should be addressed second, and then provide a customized solution third. In short, it is about putting the customer’s needs first. Effective listening skills, data gathering and the ability to create a dialogue with a prospect are all essential to the successful consultative seller. The consultative seller knows in his heart that sales and client relationships are not one-night stands, but rather the beginning of a beautiful relationship. One that needs to be both cultivated and cherished.

Does this mean that salespeople no longer need to be product savvy? Of course not. It does, however, suggest that a successful salesperson must be aware of a much bigger picture. Instead of the product always being the Excalibur of the sales process, it is part of a larger and more comprehensive tailor-made plan. If you can understand the virtues of this type of approach, your clients will be happy, … and your wallet will be too.

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