Follow the rules... or rewrite them
According to a study by RAIN Group[1], the most effective salespeople don't just meet their customers' needs. They do much more: they inspire them with new ideas, challenge the status quo and redefine reality for their buyers. They don't just sell a product or service: they become the added value themselves!
Imagine this: you're faced with a customer who thinks he knows what he needs. You could simply offer him a standard solution and hope he'll sign. But if you're perceptive, you go further. You ask questions that prompt the customer to re-examine their priorities, consider new possibilities and see opportunities they hadn't even imagined. In doing so, you're no longer selling a product, you're creating a new vision for your customer.
Why consultative selling is more powerful than ever
Today's buyers are inundated with information. Data, opinions and comparisons are just a click away. In this context, sales teams that simply follow conventional methods risk finding themselves in direct price competition, with reduced margins and lower success rates.
It is possible to escape this spiral. By educating customers with new perspectives, collaborating with them to redefine their needs, and pushing the boundaries of what they think is possible, sales reps create unique value. They don't fight on price, because they offer something their competitors can't: a transformative vision.
The three levels of winning sales
RAIN Group has identified three levels of behavior that distinguish winning salespeople from the rest:
Connecting: understanding the customer's needs and proposing appropriate solutions. This is the basis, but it's no longer enough to win.
Convince: show the customer that your solution offers the best return on investment, with minimal risk. The best salespeople know how to communicate a compelling value proposition.
Collaborate: work hand-in-hand with customers to redefine their needs, inspire new ideas and create a shared vision.
Salespeople who reach this third level don't just sell. They become strategic partners for their customers, and that's what makes all the difference.
(Source Rain Group)
Redefining reality: the power of cognitive reframing
One of the most powerful tools is cognitive reframing. This involves changing the way customers perceive a situation, problem or opportunity. For example, if a customer thinks his main challenge is to cut costs, we need to get him to consider how he can increase his revenue through a new strategy.
Cognitive reframing isn't about telling the customer he's wrong. It's about getting them to see things in a new light, so that they themselves come to a new conclusion. This is where the magic happens: when the customer has a moment of “enlightenment”, he's ready to act, and you become his partner of choice.
(Source Rain Group)
The opportunity is there: you just have to be ready to seize it
Less than half of the best sales teams have representatives who have mastered the advanced skills of consultative selling. This means that those who develop these skills today have a major competitive advantage.
Successful sales reps redefine customer needs. By broadening the perception of value, they maximize their impact while reducing price pressure.
How are you doing?
The sales landscape is changing rapidly, and those who stay ahead are those who dare to rethink their approach. If you want to not only survive, but thrive in this new environment, it's time to adopt a new approach. Inspire your customers. Redefine their reality. Become the added value.
The future of consultative selling is already here. Are you ready to make the leap?
Sales : From technical sales to consultative sales
