Effective selling is a highly disciplined process. As budgets continue to shrink and the competition continues to increase, mastering the sales process is becoming a vital part of survival. Today, people no longer buy a product or a service for its features; customers now want to know how that product or service will benefit them before they make a purchasing decision. To be successful in this environment, sales people must be adept at both uncovering customer needs and demonstrating how they can fulfill those needs.

In Consultative Selling Skills, the participants will learn each step of the sales process, including prospecting, probing, qualifying, handling objections, reaching an agreement and building long – term, profitable relationships. In our “no sell, no eat” world, Consultative Selling Skills is a must!

Traditional Selling Process

The traditional way of selling is to spend little time in the welcome portion of the selling process which includes the consultative interview, spend little time in the product presentation and spend the maximum amount of time in the closing.

In the traditional selling process closing cannot be successful until we spend time on talking about the product. That is the reason that the sales representative has to become a consultant and follow a different and unique style of selling which is called the Consultative Process.

Consultative Selling Process
In the Consultative Selling Process more time is spent at the beginning of the selling process, which includes the welcoming, and the most important part of the selling process, which is the consultative interview. We take the same time for presentation of the product as we did in the traditional process. We spend little time in the closing process, because if we can get the customer sold on the product through the welcome, consultative interview and product presentation / demonstration, then the closing should be a breeze.

Day 1


Overcoming the MOUNTAIN When you speak to a customer, their trust is low, their tension is high and their value of the product is low. Like the figure below:

It is only when the sales consultant increases the customers’ trust, reduces their tension and adds value to the perception of their product that the selling can be done. Like the figure below:

The Value

To achieve the trust, tension, and value level needs in the Customer to make the Customer feel comfortable, it is very necessary that we follow the some effective steps for selling process adhering to all the steps.

Welcoming the Customer
Interacting with the Customer should be prompt, courteous and enthusiastic. The sales person should give his first and last name to the Customer and introduce himself / herself in the same way to everyone in the Customer’s party.

Consultative Interviews
The sales consultant determines the Customers’ needs by asking some open – ended questions.

  • Using FAB

Feature – Advantage – Benefit (FAB) selling is a way to ensure that you deliver not just information or data, but also customer benefits, every time you present your product.

  • Differentiating between selling a feature and a benefit
  • Earning the right to ask for the business

Five Steps towards Breakthrough Selling
1. Grabbing customer’s Attention

  • Clarity of thoughts
  • Be Proactive
  • Qualify the Customer
  • Begin with the end in mind

2. Taking initiative to engage the customer

  • First things First
  • Explore choices
  • Ask probing questions

3. Understanding customer needs

  • Seek first to understand then to be understood
  • Sell yourself
  • Be The Best Listener You Can

4. Perspective

  • Thinking Win – Win
  • Synergize
  • Create confidence about your organization

5. Closing a Deal

  • Be Direct
  • Suggest Terms and Conditions
  • Once You Hear the Buying Signal Stop Selling and Start Closing


  1. Customer Vs Competition
  2. Understanding Different Types of Customers
  3. Five Facts about You and Your Customers
  • Customer is the Boss
  • Customer is the Profit; Everything Else is Overhead
  • Put yourself in your customer’s shoes
  • Why Customer’s Quit
  • Create Customers and Relationships for life

Four Cues For Better Communication

  • Focus on What You Need to Find Out
  • Maintain Two-Way Communication at All Times
  • Watch Your Three A’s: Appearance, Attitude and Approach
  • Mind Your Language

When the Customer Says… Ten Sales Objections and How To Handle Them

  • No
  • I Can’t Afford It
  • I am Not Interested
  • I Will Think It Over
  • Come Back In Thirty Days
  • Just Leave Me Your Literature
  • I am Happy With What I Have
  • My Job Is Different
  • I’ll Have To Talk It Over With My Superior
  • I Will Wait Till Business is Better


  • Six Ways to Outsell Your Competitors
  • Never Speak ill of Your Competitors
  • Know Your Competitors
  • Know Your Competitors’ Products and Activities as Well as Your Own
  • Lose One, Gain Two
  • Call your Competitors Customers Regularly
  • Shadow the Salespeople of Your Competitors


  • Presenting customer – focused solutions and proposals
  • Generating repeat business through relational selling.
  • Concentrating on not just selling your product, but building good relationship with customers.