Consultative Selling

The most effective sales people do not seem to be selling at all – when that is in fact exactly what they ARE doing. Having a natural conversation is what consultative selling is all about.

This style works so well because the majority of clients don’t want to be ‘sold at’; instead they are invariably open to speaking with potential partners and suppliers that understand them and are able to add value to their organisations.

So, in consultative sales, real success is not about short-term, transactional results; it’s about building long-term, mutually-beneficial business relationships that can be nurtured, valued and developed for years.

This programme covers the skills needed to begin those relationships.


Who should attend?


Those new to consultative selling as a natural conversation. Also for those in need of a refresher on the essential basics and wishing to hone their skills to build on current success levels, and line managers who support sales staff in their roles.


This is a 2 day programme and can be run consecutively (recommended) or 1 day per week over 2 weeks:

  • Appreciate your positioning in comparison with your competition.
  • Fluently articulate the features of your services and products, in relation to your clients’ needs, as benefits to them in their reality.
  • Adapt the consultative sales technique to your own personality and style for use in face to face meetings and telemarketing calls.
  • Minimise the chances of objections and requests for price reductions.
  • Appreciate and value essential sales process assets to maximise effectiveness.
  • Have some creative ideas to enable you to gain a great return on your investment in this programme!

What’s covered

Background and basics
  • The link between BD, resourcing, quality and account management
  • Qualities, standards, attitude and motivation
  • How buyers are influenced
  • Client target ID and ‘language’
  • Understanding the competition
  • Features, advantages and benefits
  • Differentiation, proof and illustration


  • Pitch
  • Basic question types
  • The benefits of consultative selling
  • ‘SWEEP’ technique
  • Objection handling
  • ‘Rules’ of negotiation
  • Valid reasons to trade
  • Closing


Client meetings
  • Prior preparation
  • Behaviour and small talk
  • The introduction pitch
  • Using the consultative selling technique in meetings
  • Gaining agreement to terms
  • Closing
  • Post meeting follow up


  • Qualifying and research
  • Understanding and clarifying call objectives
  • Vital opening benefit statements
  • The first introduction call
  • Précised consultative selling technique for telemarketing
  • Closing
  • Post first call follow up and keeping in touch


  • Typical BD measures
  • Utilising process assets
  • The benefit of focus for personal and business growth