Learn to listen

When you’re out to do business, you can’t think of it as an exchange of money for services or products.
According to the article “Use the Consultative Approach” in the May 2009 issue of Selling Power, it’s about solving a problem. You have to listen to the customer and figure out their problem. Then, think about how to fix it and ask yourself: what’s going to be the best solution?
Jeffrey Gitomer, who has been writing about selling skills since 1992, says salespeople who use the traditional style contrast with the ones who use the consultative approach.
Both kinds of salespeople get the job done, but the consultative people are willing to give up short-term gains to have long-term benefits. Gitomer says they build relationships on a foundation of trust, credibility, respect and performance.
According to Gitomer, salespeople need to raise the level of selling skills to a level where clients want to know more. He says clients will return calls and make referrals for salespeople they trust.

Here are Gitomer’s five components of consultative selling:
1. Find and understand the customers’ needs
2. Partner with the customers and become a resource
3. Show customers how they can achieve their objectives with your product
4. Believe that your business, product and service are the best
5. Believe in yourself. A positive attitude makes it all work.