Posted on Nov 29th 2017
Starting a business isn’t the difficult part, keeping it is. This is due to the fact that as much as you try, it can’t run on sheer willpower and requires loyal customers and revenue to continue. Many problems stem from this exact issue: lack of loyal customers.
Businesses are still baffled as to how they can achieve this and try ineffective ways before eventually having to close down. Such failure can be prevented through interacting with the buyer in a way that they feel your product matches their needs.
In the 1970s, brands looked for ways to appeal to customers as the ultimate solution to their problems. Then, the word ‘consultative’ was used to promote effective marketing and it brought a positive impact. In this method of attracting customers, businesses or their sales representative deeply converse with potential customers to find out and understand their needs so they can find a way to mold their product as a solution to the problem.
Selling in a consultative way calls for the use of effective dialogue between the customer and seller to form a personal connection. This is what builds trust, influences buyers and helps establish loyal customers. Appearing empathetic towards the customer’s situation is the key to effective dealing. Sales representatives require the skill to ask them questions in a way that makes their needs seem like the primary focus of the conversation. The mere fabric of this interaction calls for understanding and responding at the right time.
Now a detailed explanation makes consultative selling seem like a time-intensive process that pivots in the favor of buyers at the expense of business. On the contrary, businesses that use consultative selling strategies are likely to show an upward trend in revenue. This type of marketing is more impactful compared to that which is focused on the product.
This is because it creates a long-term effect that stays with a customer, making it likely that they opt for your product each time. This is because selling to buyers while focusing on the product creates a negative image in the mind of the buyer, which prevents them from buying it no matter how great the quality is. Another reason for customer loyalty because of consultative selling is the clarity and absence of ambiguity that surrounds the relationship between buyer and seller.
By engaging in effective dialogue buyers are given a chance to be heard while their questions are answered. This is highly valued by customers who commonly look for such traits in the people they buy from. However, practicing consultative selling with actual customers requires preparation. An effective method is to first list down problems and issues they are most likely to have in relation to different aspects of the product. Prepare responses and answers that will be easy to understand as well as effective.
To go further than guesswork you can look at reviews to know what most buyers will complain about and prepare a response to how you can cater to their needs. Mastering consultative selling may take some time but once implemented, the results are worth it.