Author Avatar



Share post:

Consultative sales are a type of commercial approach in which sellers position themselves as consultants to clients. Thus, they understand your needs, pains and weaknesses and ensure the choice for a product or service that fits each of them.

Does your company already work on this model? Know that consultative selling is widely addressed by customer-centric (consumer-focused) companies, and it connects directly to customer satisfaction ratings.

Learn more about consultative sales and learn how to apply to the company!

What are consultative sales?

Consultative selling is a commercial modality in which the seller assumes the position of a consultant. In this case, your job is to diagnose, welcome and understand the client’s moment and pain. From there, it seeks a solution that fits in a personalized way what the consumer needs.

The main difference between consultative and traditional sales is precisely there, in the seller’s positioning. Whereas in conventional sales, the commercial agent made an effort to convince the customer to purchase its products or services, in consultative sales, the salesperson strives to ensure that the product or service purchased is suitable for what the customer is looking for.

For this reason, we say that the consultative selling method is the most used by companies that put the customer at the center and that value the customer experience .

Why strategy can help your company to reframe the relationship with the customer (internal and external)?

Adopting a consultative posture in sales can strengthen the customer-company relationship, bringing the consumer closer to the seller and positioning him as a reference for credibility.

But the benefits are not just “outside the door”! Adopting the consultative sales approach also directly impacts the fluidity of the sales routine and organizational processes .

Want to see why?

Check out the list of advantages and impacts we have prepared.

1. Churn rate reduction

The churn rate is equivalent to the average number of customers who broke a contract or withdrew from the purchase within a pre-determined period of time. In general, churn rates are linked to dissatisfaction with customer service or the incompatibility between the solution offered and the consumer’s needs.

Assuming that the consultative salesperson’s main activity is to eliminate such incompatibility by studying the customer’s needs, one can expect lower churn rates in companies that work with the method.

2. Increase in average ticket 

Satisfied customers tend to buy more, and this is a widely held statistic (the Temkin Group , for example, says loyal customers are 5x more likely to repurchase ). Whether through an up sell, cross sell or even a new purchase, the satisfied customer feels confident in using the same supplier to purchase products or services.

3. Strengthening referral marketing 

The same survey used in the previous item also shows that satisfied and loyal customers recommend a product or service up to 4 times more than the others.

Thus, from the moment that consultative selling actively contributes to the satisfaction and loyalty of this consumer, we can understand, without mystery, the relationship between both terms, right?

How is a consultative sale organized? understand the steps

The steps of consultative selling are very similar to the structure of a conventional sales funnel . What changes, however, is the consultative sales methodology, that is, the way this salesperson relates to his client.

Next, we’ll look at each of the 6 steps in detail, plus an example of consultative sales.

1. Prospecting for new customers

The initial step of the consultative sales funnel is customer prospecting , or the effort made by the sales team to identify consumers who fit the brand.

Here, we have already highlighted a common practice in consultative sales: delve deep into the persona defined for the company to optimize the capture of customers with greater potential for synergy. Having customers compatible with the product or service being offered is an important step in the success of a consultative sale.

2. Lead nutrition and qualification

In the second step of the consultative selling process, prospected customers become leads. It is up to the team to make a thorough filter based on the eligibility criteria highlighted by the company. That way, you understand which of them are qualified and ready for nutrition by the sales team.

At this point, the seller begins to strengthen ties with the consumer, understanding their needs and seeking solutions that, in fact, meet their demands.

3. Submission of proposals

At the time of submitting proposals, the seller’s consultative approach has already allowed him to identify exactly what the consumer needs — and what he doesn’t want. Therefore, it is prepared to present, within the business portfolio, the solution that can best solve the customer’s demand.

The presentation of proposals in the consultative sale is right. Unlike traditional sales, in which the salesperson is open to adjustments and offers a complete service (often with more features than the customer is looking for), in the consultative sales approach, the sales agent is accurate in his shot. This shows how attentive he was during the sales approach and how precise the company is in its consultative posture.

4. Negotiation

Even though the presentation of proposals is based on the study of the client’s needs, it is common to encounter objections during the negotiation stage. In the consultative selling methodology, not even objections are a problem!

They should be seen as opportunities to deepen customer understanding and allow for an even more accurate analysis of the particularities of demand. If the consumer is in doubt about the real usefulness of a feature, the consultative salesperson should analyze it from the customer’s point of view.

5. Closing the sale

Anyway, it’s time to close the contract. If the seller is able to act in a consultative manner throughout the entire process, closing the sale will be a natural consequence of the process.

After all, all that a customer is looking for is a company that is able to listen to their demands and apply them positively throughout the sales cycle, offering adequate solutions to the exposed needs and customizing offers and conditions to ensure their satisfaction.

6. After-sales

After-sales also represents a strategic stage in the consultative sales cycle. This is because the company’s role as a consultant does not end with the signed contract.

On the contrary! Throughout their interaction with the product or service, the customer may come across doubts, questions and feedback that should be promptly received by the customer’s support and success teams. The latter, by the way, must be the personification of the concept of “advisory”, acting in an analytical way and guided by the demands of each consumer.

Working consultative sales is a strongly recommended path for companies that have the customer at the center of their strategic planning.

With the help of specialized suppliers and partners, your company accesses training and training tailored to the profile of the business and the capabilities of the sales team.


Business strategy: how to ensure your business' competitive advantage?