Consultative Selling/Mac Hanan 9-10

10 Profitless investments are the equivalents of scrap. Both take customer funds out of circulation, whereas investments in rapidly turning-over profit making proposals replenish funds, instill motivation to gainfully employ them, and assure consultative sellers of a perpetually prospective customer base.

 

APPLYING THE CONSULTATIVE SELLING PROCESS

1. It starts with a value database on the values you normally add to customer operations. Your normal values-added--your "norms" are derived from the value database.

2. By comparing customer revenues and cost against your norms, a lead database is automatically created. A lead opportunity exists wherever your norms offer a competitive advantage over a customer's current performance.

3. Proposal leads flow into closable proposals. The outcomes from each closed proposal are fed back into the value database to fertilize your norms.

4. The process culminates with a partnered penetration plan that locks in your consultative partnership and locks our competition.

 

For many suppliers, such as manufactures of components and subsystems to original equipment manufactures (OEMs) Consultative Selling is their saving grace.