Consultative Selling/Mac Hanan xv-xvii

xvii ...compete on value, by making positive contributions to reduce customer cost and improve revenues.

 

Consultative Selling restructures the entire vendor sales process.

• It redefines the product from representing a material or piece of equipment or a package good to represent profits.
• It removes price from representing the cost of products, services, or systems and repositions it as the investment required to realize an added value.
• It redefines competition from representing a supplier's rivals to consisting of a customer's current costs to sales revenue targets.
• It repositions the supplier's core capability from creating improved products or services to creating improved profits for customers.
• It redefines the customer from a Box 3 techno-purchaser to a Box 2 line of business or business function manager.
• It redefines the seller from vendor to consultant and redefines the customer to a client.