Consultative Selling/Mac Hanan 23-24

24 The ideal positioning for a consultative seller is customer profit improver. You can achieve this position by affecting one of a customer's operating processes in two ways: reducing its contribution to cost or increasing its contribution to sales revenues.

It focuses attention on the ultimate end benefit of a sale, not its components or cost.

From a customer's point of view, a consultative sales representative is an integral part of every sale.

...consultative sellers are embedded in their systems and are packaged along with them.

...the consultative seller generally goes on making important contribution to customer profit long after the original system has been installed.

A consultative sale is the sale of a positive return on the customer's investment: the economic impact of what is sold and not the components of the sale itself.