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What We Know: A Consultative Sales Process

Posted by Mark Trinkle on Thu, Jul 08, 2021

On average, salespeople possess only 15% of the attributes required to sell consultatively. 

In this blog, we discuss the characteristics of a consultative salesperson and the impact having and following a strict sales process can have on increasing sales.

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I have always enjoyed the Farmers Insurance commercials. You know the ones, right? They always end with the tagline “we know a thing or two because we have seen a thing or two.” And guess what? At Anthony Cole Training Group, we have indeed learned a few things about a consultative selling approach over the last 28 years.

To be more specific, what we have seen are dramatic increases in sales production when companies are willing to give full attention to two things:

  1. Building, executing, and inspecting a staged sales approach
  2. Teaching a consultative sales process

A sales process is important because a) most firms don’t have one and b) it is really hard to hold salespeople accountable in the absence of a stage-based and milestone-centric sales approach. If each salesperson is simply doing his or her own thing it becomes nearly impossible for sales management to coach salespeople. And of course, that interferes with a sales leader’s ability to answer two main questions: why is your team failing and what are you going to do about it?

So here is what we know: companies that don’t have a well-defined sales process who decide to implement one can expect a 15% increase in sales production. Even if they disagree with all of our other observations, if they will agree with our methodology around the sales process, they will see on average a 15% increase in the sales results of their team. That is how powerful a sales process can be. But we also know this: according to Objective Management Group, the average score from looking at data on over 2,000,000 salespeople tells us only about 45% of all salespeople follow a sales process.

And here is what else we know about those nearly 2,000,000 salespeople: the same data from Objective Management Group shows that on average salespeople possess only 15% of the attributes required to sell consultatively…which we define as being great at asking lots of questions…that are robust questions…challenging questions…and being great listeners. These are the kinds of salespeople who become trusted advisors to their clients and even more importantly, to their prospects. Their prospects wind up paying more attention to them than they do to their current provider. Our consultative sales training is built around coaching the specific traits necessary to become a trusted advisor.

Here is another thing we know. You can easily and inexpensively find out how your sales team measures upon not only the sales process and the consultative sales process but on 18 other key sales skills as well. If you would like more information, we would love to hear from you.

Do you need to find out if your salespeople have a consultative
sales process?

Topics: increase sales, effective sales process, consultative selling

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    About our Blog

    Founder and CLO Tony Cole has been working with financial firms for more than 25 years to help them close their sales opportunity gap.  He is a master at using science based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss his weekly sales management blog insights.

     

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