By
Simon Hazeldine
Consultative selling is one of the most powerful approaches in the B2B sales world. It shifts the focus from simply pitching a product to building a relationship and offering tailored solutions that genuinely meet the needs of the client. In today’s competitive marketplace, the days of high-pressure, transactional selling are fading. Customers are more informed than ever before, and they expect salespeople to act as trusted advisors who understand their business challenges and provide valuable insights.
Solution selling has become a critical skill set as markets evolve. For example global spending in the IoT (Internet of things) market is projected to surpass $1 trillion by 2024, and the research think tank Gartner highlights that a critical factor for success in this market will be a “well-trained consultative sales organization.”
Mastering consultative selling can elevate you from a salesperson to a strategic partner. Here’s a step-by-step guide on how to master this essential approach and position yourself as indispensable to your customers.
1. Understand What Consultative Selling Really Means
At its core, consultative selling is about understanding the client’s needs, goals, and challenges. Unlike transactional selling, where the salesperson aims to close a deal quickly, consultative selling is about taking the time to build trust and add real value. When done correctly, it can lead to long-term relationships, higher customer satisfaction, and increased sales.
Key Traits of a Consultative Salesperson:
- They are problem-solvers, not product-pushers.
- They focus on building trust and rapport.
- They listen more than they talk.
- They aim to uncover the client’s true needs and provide relevant solutions.
A consultative salesperson isn’t just focused on the end result; they’re genuinely interested in helping the client achieve their objectives. Remember, the sale is the natural outcome of a well-managed consultative process.
2. Ask Powerful Questions
Asking the right questions is the foundation of consultative selling. Your goal is to understand the customer’s business, challenges, and objectives deeply. This requires more than surface-level questions. You need to ask open-ended questions that prompt the customer to share more about their situation and needs.
Examples of Consultative Questions:
- “What are your main goals for this quarter, and what challenges do you see in achieving them?”
- “What would success look like for you in this area?”
- “What has prevented you from achieving these goals in the past?”
- “How would this solution need to be tailored to fit your unique needs?”
The key here is to avoid leading questions that could bias the client’s responses. Instead, use open-ended questions to encourage a genuine conversation. These questions help you uncover the root cause of the client’s issues, enabling you to present solutions that address their specific pain points.
Action Point: Develop a list of powerful, open-ended questions that are relevant to your industry and client needs. Practice asking these questions in a natural, conversational tone.
3. Listen Actively and Empathetically
Listening is one of the most underrated skills in sales. Active listening is critical in consultative selling because it demonstrates that you genuinely care about the client’s situation. It also helps you gather valuable information that will guide your approach.
Active listening involves more than just hearing words; it means paying attention to tone, body language, and underlying emotions. Show empathy and acknowledge the client’s concerns. Simple responses like, “I understand how challenging that must be,” or “That sounds like a difficult situation,” can go a long way in building rapport.
Action Point: Practice active listening techniques. During client meetings, resist the urge to interrupt or jump to conclusions. Instead, focus on understanding their concerns fully before responding.
4. Diagnose the Client’s Problem Before Offering a Solution
A common mistake in sales is jumping to solutions too quickly. In consultative selling, the goal is to diagnose the problem before proposing any solution. Think of yourself as a doctor: you wouldn’t prescribe medication without first understanding the symptoms and causes of a patient’s illness. Similarly, in sales, you need to fully understand the client’s pain points and underlying issues before recommending a product or service.
Once you’ve asked the right questions and listened actively, you’ll be in a better position to diagnose the problem accurately. This approach not only makes your recommendations more relevant but also reinforces your credibility as a trusted advisor.
Action Point: Practice restraint. Avoid mentioning your product or service until you have a complete understanding of the client’s situation. This can be challenging, but it’s a critical skill for effective consultative selling.
5. Educate and Inform Rather Than Pitch
In consultative selling, your role is as much about educating as it is about selling. Many clients may not fully understand the solutions available to them, so it’s your job to provide insights and information that help them make an informed decision. Instead of giving a hard pitch, focus on providing value through education.
For instance, if the client is facing a challenge that your product addresses, explain how the solution works and why it might be beneficial. Use data, case studies, and examples to support your points.
Action Point: Prepare educational materials—such as case studies, whitepapers, and industry insights—that you can share with clients. This positions you as a resource, rather than just a salesperson.
6. Customize Your Solution to Fit the Client’s Needs
Once you have diagnosed the client’s issues and educated them on possible solutions, it’s time to position your offering. But remember, consultative selling isn’t about one-size-fits-all solutions. Tailor your product or service to meet the client’s specific needs and objectives.
How to Customize Your Solution:
- Highlight features of your product that directly address the client’s pain points.
- Use examples or case studies that are relevant to their industry.
- Offer flexible options or add-ons if possible to better align with their requirements.
By presenting a customized solution, you make it clear that you’ve taken their unique needs into account, which increases the likelihood of a successful sale.
Action Point: Develop a list of customizable options or features of your product that you can present to different clients based on their needs.
7. Follow Up and Continue Adding Value
Consultative selling doesn’t end once the sale is closed. Following up with the client and continuing to add value is crucial for building a long-term relationship. Show genuine interest in their progress and offer additional support if needed.
Regular follow-ups allow you to maintain the relationship and keep the door open for future sales or referrals. It also shows the client that you’re committed to their success, not just to closing the deal.
Action Point: Create a follow-up plan for after the sale. Schedule regular check-ins to see how the client is doing and offer further assistance or insights as appropriate.
Becoming a Consultative Selling Master: Summary
Mastering consultative selling isn’t an overnight process; it requires consistent practice and refinement. Here’s a quick summary of the steps to becoming a consultative selling expert:
- Understand the client’s needs deeply—become a problem-solver, not just a salesperson.
- Ask powerful questions—dig beneath the surface to uncover true challenges.
- Listen actively—give your full attention and acknowledge their concerns.
- Diagnose before prescribing—understand the root cause before offering a solution.
- Educate the client—focus on informing rather than hard-selling.
- Customize your solutions—tailor your offer to meet their specific needs.
- Follow up regularly—stay in touch and continue adding value.
Consultative selling is about shifting your mindset from “What can I sell to this customer?” to “How can I help this customer succeed?” When you adopt this mindset, you’ll find that your sales become more effective, your relationships become stronger, and your reputation as a trusted advisor grows. By integrating these steps into your sales process, you’ll move beyond simply selling products to building meaningful partnerships that drive long-term success for both you and your clients.
For further information on consultative selling please take a look at this excellent Harvard Business Review article:
“Is Your Sales Team Struggling to Sell Solutions?”
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About the author
Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.
He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.
Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.
He is the creator of the neuroscience based “Brain Friendly Selling”® methodology.
Simon Hazeldine’s books:
- Neuro-Sell: How Neuroscience Can Power Your Sales Success
- Bare Knuckle Selling
- Bare Knuckle Negotiating
- Bare Knuckle Customer Service
- The Inner Winner
- How To Lead Your Sales Team – Virtually and in Person
- Virtual Selling Success
- How To Manage Your People’s Performance
- How To Create Effective Employee Development Plans
- Virtual Negotiation Success
