Combat The Closing Technique - The Consultative Close

Combating the Closing Techniques, a series, explores the tactics companies and salespeople use to separate us from our cash. For background, you may want to read the post that originated this concept, Marketing or Manipulation, featured on Financial Samurai.

money, saving, closing techniqueThere is a perception that anyone in a sales position is pushy, conniving or just deceitful. In some cases these perceptions are warranted. Like any field, there are bad apples. But there are also many honest, hard working and ethical sales people.

Selling newspapers is where I started. Then it was Famous Amos cookies, office furniture and hobby supplies plus more.  From mentors, coworkers and industry training events I learned many of the closing techniques I have shared recently. This week I thought it might be a nice change of pace to highlight my preferred closing technique: The Consultative Close.

Many thanks to Money Reasons for reaching out and selecting this post for the 7th Yakezie Carnival! Please check out this list, it has some of the best stuff on the web!

During my first couple years in a sales roles, I rarely felt comfortable.  Most of my co-workers saw sales as a game with closings, sales or profits the method for keeping score. Avoiding manipulative practices to sell customers stuff they didn’t need or want, I would often simply take orders.  In the world of sales however you won’t make much and may not last long if you only take orders. Eventually I found myself working with a mentor that shared this phrase: “You can skin a sheep once, or you can shear it for life.” The message he was sharing is that shady sales techniques may sell your product today but that customer may not come back. Orienting the sales process to the needs of the customer, treating them fairly, and selling for a reasonable profit is more likely to generate repeat buyers. This was a sales process built on transparency and honesty. Leo preached the concept of consultative selling.

This approach follows a set of steps that is focused on meeting the needs of the customer. This approach is similar to a conventional sales process with the notable addition of a needs assessment.

People begin the process of searching for a new product or service by gathering information. We learn the difference between high and low quality vendors,  research the crash worthiness of cars or review past issues of consumer reports for dependable dryers. We tap the knowledge of friends and seek the recommendations of strangers. The bigger the purchase decision, the more detailed the research.

Ultimately you meet a sales person. From that point forward the success and comfort of your purchase experience is in their hands, not yours.

With luck this person would be trained to use a consultative approach. It would all begin with a proper greeting; pleasant welcomes to the store, with a name provided and of course those pearly whites showing through a broad smile.

The sales person would then engage the clients in small talk. This provides a few moments for everyone to relax and begin the process of building rapport. The actual sales process would begin with the needs assessment.  The sales person should ask a number of open-ended questions, eliciting a clear understanding of the consumer’s needs. When faced with multiple requirements, the primary needs are specifically identified with the remaining requirements prioritized. The final understanding of the customer’s need is confirmed by rephrasing the customer’s requests. Once needs and desires are clearly defined, the products features or services benefits are demonstrated to the customer.

Using an open approach such as this provides a number of benefits. Foremost among the benefits is enhanced credibility. Utilizing the needs assessment up front allows all parties to clearly see requirements and desires of the customer. Transparency builds trust. Transparency puts both the sales person and the customer on a level playing field.

Ideally the needs assessment identifies potential issues or objections that are addressed by the presentation. Remaining objections or questions are resolved before the salesperson attempts to close the sale. Closing the sale is led with a “trial” close or “soft” close. This might include questions such as:

Do you feel this product would meet your needs?

Can you see yourself using this service?

Negative responses indicate a hidden objection that must be identified and addressed before moving forward. With a positive response to the soft close the order is then finalized.

Fighting back – or not?

If you’ve read my other posts on closing techniques, you know I try to give ideas on how to spot or take advantage of various sales approaches. In a true consultative sales process the consumer remains in control. Before you decide to buy, you might want to take a breather. Really consider if your purchase is necessary or simply a desire. If there is any doubt, walk away. Take 30 days to see if you can live without the purchase. If you can, you know not to purchase.

Use the consultative close to your advantage.

A consultative sales person can be your best friend, working as your advocate and striving to meet your needs. Seek out sales people that use a consultative approach. Utilize their desire to support you and leverage their product knowledge to find your best option.

Readers: It is easy for us to recall negative consumer experiences, how about the good ones? Can you share a few lines about a good experience you had with a sales person?

For more, read: Combat the Closing Technique – The Puppy Dog Close
Combat the Closing Technique – The Power of Suggestion
Combat the Closing Technique – The Assumptive Close

Combat the Closing Technique – Fulfill Your Dreams

Combat the Closing Technique – The Ben Franklin Close

Combat the Closing Technique – The Make It Affordable Close

If you like to be challenged to see things with a fresh perspective, if you like to learn new ideas and different concepts, sign up for my RSS feed or enter your email address here to receive updates directly to your in-box.

photo by iMorpheus


Daily Yakezie Short Carnival

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These posts have been chosen as one of their best post by the bloggers who submitted them, so check them out if you are looking to add more blogs to your reading list.

11 comments to Combat The Closing Technique – The Consultative Close

  • This is the ONLY sales approach I feel comfortable with from the consumer perceptive. You can pretty much spot the rest a mile away. When a salesperson operates this way I way more apt to purchase from them vs someone who uses higher pressure tactics.
    .-= Stay at Home Mom CFO´s last blog ..Lawnmower Class Action Lawsuit up to $75 =-.

  • The LeanLifeCoach

    @SAHMCFO – Not only am I more likely to purchase from them, I am also more likely return and to recommend them to friends and family.

  • Was at the Nissan dealership today. Guy was super helpful on the Pathfinder. He shared with me the secrets of the two managers and their names: 1) cared about volume, hence not about price, and the other 2) cared about gross price. Mentioned to do the sale with the other manager, and at X mark-down price.

    I’m sure it’s all a little gimmicky, but I found his honestly helpful. Little does he know that the new mark-down price, is my STARTING price for negotiation!

    Didn’t buy anything, but it’s always fun to look as I’m a car junky :)

    Best,

    Sam
    .-= Financial Samurai´s last blog ..Doing Anything You Can to Survive – Silence And Surprise In The Night =-.

  • The LeanLifeCoach

    @ Samurai – It’s hard to believe with all your dealership lurking someone has not been able to sell you on a car yet! A Pathfinder? I thought you were a Beemer kind of customer?

  • Gotta say Greg-san, I think I’ve gone to over 70 various dealers in the past 3 years now as Moose is 4 years old, and although I’ve been tempted, nobody has ever succeeded in selling me something.

    Why? B/c just the act of GOING and experiencing the dealer is what brings me joy. Spending the $50K on the car doesn’t give me joy at all. It gives me pain! :)

    Best,

    Sam
    .-= Financial Samurai´s last blog ..Interviewing Is Like Dating – Hubba, Hubba! =-.

  • I definitely think it’s easier to remember negative consumer experiences rather than positive ones. And if it’s a really negative experience, you ending telling all your friends about it, which gives that seller even more of a bad name!I don’t think I’ve even had a positive experience before.

    I will say this though. Those salespeople who truly look to meet the needs of a customer and look out for what’s best for them have my respect. I think it can be done, and hope that the sales profession leans more and more in this direction.
    .-= Darren´s last blog ..Work Less, Live More By Bob Clyatt | Book Review =-.

  • The LeanLifeCoach

    @Samurai – you are the first person I have every heard say you LIKE going to the dealership!

    @Darren – I hope that the consumer continues to increase their expectations regarding transparency and ethics. I have no doubt if we demand it enough that businesses will learn to deliver. More power to those few that have adopted an upstanding approach.

  • Good to know that are at least some sales techniques that I don’t need to hide from. Let’s hope that everyone continues to demand more from their encounters with sales people, so we get more of these closes and less of the more manipulative ones.

  • The LeanLifeCoach

    @Roger – I am with you but if we have not been able to eliminate manipulation in the last 10,000 years of civilization you may want to maintain your hiding skills!

  • [...] the Muda: Combat The Closing Technique – The Consultative Close – This post had me at “”You can skin a sheep once, or you can shear it for life.”! [...]

  • [...] Combat the Closing Techniques: The Consultative Closing – Finally, a closing technique that you don’t have to fight with every fiber of your being.  Here’s hoping more corporations start putting an emphasis on cooperation with the consumer as a method of selling, so that Eliminate the Muda doesn’t have to keep doing these posts. [...]

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