The old "hard sell" is out. Today's customers want solutions, not just products. This is where a consultative approach makes all the difference. It's about being a trusted advisor, a true partner in their success. When you help solve their problems, you build lasting relationships, not just one-off transactions.
The CREATE Process: A Framework for Consultative Selling
Ready to transform your sales and become a problem-solver? Here's a six-step framework and process, which we call the CREATE process, to help you on your way.
1. Connecting: Build Real Rapport
First, connect. This initial impression is crucial for building rapport and trust.
Adapt Your Style: Gauge your customer's preferred communication style—are they direct, detail-oriented, or relationship-focused? Adjust your approach accordingly.
Be Genuinely Curious: Ask questions that show a real interest in them. Find common ground. A true connection opens doors.
First Impressions Matter: Be punctual, prepared, and positive. Your enthusiasm sets the tone.
2. Researching: Ask, Listen, Understand
You can't solve a problem you don't fully understand. Ask strategic questions and truly listen.
Ask Probing Questions: Move beyond surface queries. Ask about challenges, goals, and frustrations. "What challenges keeps you up at night?" or "What would your ideal solution look like?"
Active Listening is Key: Focus intently on what they say, and what they don't say. These cues are vital.
Paraphrase and Clarify: Summarize what you've heard: "So, if I'm understanding you correctly, your main pain point is... Is that right?" This confirms understanding and demonstrates you've been listening.
3. Exhibiting: Communicate Your Value
Communicate a value proposition and solution based on their specific needs. Remember: you want to help them, you can help them, and you will help them, but it must be based on "their world."
Problem-Centric Focus: Explain how your solution alleviates their pain and helps them achieve their goals. Use their language.
Highlight Benefits: Instead of focusing on features, explain what the benefit does for them.
Customize Your Proposal: Show how your solution is tailored. Generic pitches fail. Demonstrate you've listened to them.
4. Approving: Overcome Objections and Secure Commitment
Guide them toward a decision. Understand the buyer's profile and view objections as requests for more information.
Align with Their Style: Some buyers need data, others need social proof, others a guarantee. Adapt your approach to help secure a commitment.
Seek Commitment, Not Just the Sale: Propose clear next steps. "Based on our discussion, shall we schedule a review with your team next week?"
Embrace Objections: Don't get defensive. See it as a question: "That's a fair point. Could you tell me more about your concern...?" Then, address it directly.
5. Tending: Cultivate Long-Term Relationships
This step is about cultivating a long-term, sustainable relationship.
Ongoing Value: Continue providing value. Share relevant articles, market insights, or connect them with others in your network.
Strategic Tools: Use CRMs to track interactions and proactively follow up.
Regular Check-ins: Don't just surface for problems or new pitches. Schedule regular check-ins to understand evolving needs.
6. Extending: Leverage for New Opportunities
The final step: leverage relationships to identify new business opportunities. Satisfied customers are your best advocates.
Referrals Are Key: When you've genuinely solved problems, clients will refer you. Make it easy. "Who else might benefit from a solution like this?"
Networking Through Success: Clients open doors. Ask for introductions or permission to use their success story.
Become Part of Their Network: The deeper you're embedded in their success, the more likely you are for future projects or new departments.
Master the Art of Consultative Selling
By embracing these six steps, you're not just selling; you're building trust, communicating real value, and creating a sustainable foundation for business growth.
Our sales training workshops are tailored to meet the specific needs of each client, ensuring you and your team gain the skills necessary to master this powerful approach. We're here to help you move from pitching to problem-solving.
Are you ready to start solving?
