Consultative selling vs. solution selling
Posted: Sat Jan 18, 2025 10:26 am
Solution selling — a sales style in which a salesperson presents a product or service based on solutions rather than features — is often confused with consultative selling. And that kind of confusion is fair.
In some cases, the terms are even used interchangeably. Both sales approaches rely on empathy and taking the time to understand a prospect's mindset and situation.
Consultative selling vs Solution selling
However, there is a key difference in the value propositions of each approach. Consultative sellers use value propositions that have a slightly more product-oriented edge, while solution sellers use solution-driven value propositions.
Additionally, consultative selling is more associated with the relationship-building element of sales. When people use that term, they are usually referring to that aspect of the methodology. Solution selling, on the other hand, is usually tied to the idea of selling a product or service with a solution as the main focal point.
Either way, the 2 terms are extremely similar and can be confused in many ways. Consultative selling tactics have a place in solution selling, and solving customer problems is a core principle of effective consultative selling.
The consultative selling process
1. Investigate
Any solid consultative selling effort starts with thorough research. You can’t go into a sale totally blind, relying on your ability to figure out who your prospect is on the fly. You need to have a solid, basic understanding of who you’re selling to.
That includes information related to their industry, their competition, the solutions they’re currently using, who has the decision-making authority at the company, and any other relevant points that would influence their decision to purchase a product or service like yours.
Explore LinkedIn. Browse through their website. Educate yourself on industry-specific educational content. If you have clients with similar turnover, review any information you have on how they leveraged your solution and the results they achieved.
One way or another, set yourself up for success by educating yourself as best as you can.
2. Ask questions and listen actively
Once you’re in a position where you can interact directly with the prospect, ask thoughtful, open-ended questions that can help you uncover pain points. Most of those questions should have some degree of specificity and personalization—it’s an opportunity for you to apply your research.
Also, make sure you’re actively and attentively listening when your prospect answers those questions. Show them that you’re listening by staying attentive, paraphrasing their answers, and reflecting back what they say.
By doing so, you’ll gain the insights you need to inform better-targeted solutions and communications throughout the rest of the consultative selling process, position yourself as a trusted advisor, and begin building a productive relationship with your prospect.
3. Diagnose your potential client's problems and determine solutions
Once you’ve asked a series of thoughtful questions, actively listened to your prospect’s answers, and begun to develop your relationship with them, it’s time to figure out how you, specifically, can help them.
Find out what your prospect’s top problems, concerns, and priorities were. What came up most consistently? What did they seem to emphasize more than anything else? If they were to use your product or service, what would they be using it for? What results did they want to see?
This information will ultimately shape your value proposition. Consultative selling value propositions are unique in that they are both solution-oriented and product-oriented. Your first priority is to sell your prospect on the results they will see, malta phone number material to demonstrate that you both understand their most pressing problems and know how your solution will solve them.
Then, get a little more precise in terms of what aspects of your product or service will bring those results to fruition. Both elements should have a personal touch. Successful consultative selling is customer-specific, and your value proposition should reflect that.
4. Educate your potential client about the solutions you can think of
You have information and a solid idea of what you can do for your prospect; now, you need to convey that information confidently and effectively. Consultative sales pitches, presentations, and conversations should display a high degree of personalized understanding.
You've built a relationship. Now, prove that you're serious.
You need to show that you listened.
Convey a value proposition that will help your business: You don’t want to give a vague speech about how businesses in general are doing with your product or recite a list of all its features.
Don’t be pushy.
Don't be arrogant.
Don't be aggressive.
Be prepared to answer more questions and possible objections. Be completely prepared and open-minded, always remembering that this is not about you, but about them.
consultative sales: graphic of the consultative sales process
Consultative selling example
As an example, let's imagine a B2B SaaS company that sells construction project management software and consider how a salesperson at that company might take a consultative approach with a construction contractor currently building franchises for a regional fast food chain.
In some cases, the terms are even used interchangeably. Both sales approaches rely on empathy and taking the time to understand a prospect's mindset and situation.
Consultative selling vs Solution selling
However, there is a key difference in the value propositions of each approach. Consultative sellers use value propositions that have a slightly more product-oriented edge, while solution sellers use solution-driven value propositions.
Additionally, consultative selling is more associated with the relationship-building element of sales. When people use that term, they are usually referring to that aspect of the methodology. Solution selling, on the other hand, is usually tied to the idea of selling a product or service with a solution as the main focal point.
Either way, the 2 terms are extremely similar and can be confused in many ways. Consultative selling tactics have a place in solution selling, and solving customer problems is a core principle of effective consultative selling.
The consultative selling process
1. Investigate
Any solid consultative selling effort starts with thorough research. You can’t go into a sale totally blind, relying on your ability to figure out who your prospect is on the fly. You need to have a solid, basic understanding of who you’re selling to.
That includes information related to their industry, their competition, the solutions they’re currently using, who has the decision-making authority at the company, and any other relevant points that would influence their decision to purchase a product or service like yours.
Explore LinkedIn. Browse through their website. Educate yourself on industry-specific educational content. If you have clients with similar turnover, review any information you have on how they leveraged your solution and the results they achieved.
One way or another, set yourself up for success by educating yourself as best as you can.
2. Ask questions and listen actively
Once you’re in a position where you can interact directly with the prospect, ask thoughtful, open-ended questions that can help you uncover pain points. Most of those questions should have some degree of specificity and personalization—it’s an opportunity for you to apply your research.
Also, make sure you’re actively and attentively listening when your prospect answers those questions. Show them that you’re listening by staying attentive, paraphrasing their answers, and reflecting back what they say.
By doing so, you’ll gain the insights you need to inform better-targeted solutions and communications throughout the rest of the consultative selling process, position yourself as a trusted advisor, and begin building a productive relationship with your prospect.
3. Diagnose your potential client's problems and determine solutions
Once you’ve asked a series of thoughtful questions, actively listened to your prospect’s answers, and begun to develop your relationship with them, it’s time to figure out how you, specifically, can help them.
Find out what your prospect’s top problems, concerns, and priorities were. What came up most consistently? What did they seem to emphasize more than anything else? If they were to use your product or service, what would they be using it for? What results did they want to see?
This information will ultimately shape your value proposition. Consultative selling value propositions are unique in that they are both solution-oriented and product-oriented. Your first priority is to sell your prospect on the results they will see, malta phone number material to demonstrate that you both understand their most pressing problems and know how your solution will solve them.
Then, get a little more precise in terms of what aspects of your product or service will bring those results to fruition. Both elements should have a personal touch. Successful consultative selling is customer-specific, and your value proposition should reflect that.
4. Educate your potential client about the solutions you can think of
You have information and a solid idea of what you can do for your prospect; now, you need to convey that information confidently and effectively. Consultative sales pitches, presentations, and conversations should display a high degree of personalized understanding.
You've built a relationship. Now, prove that you're serious.
You need to show that you listened.
Convey a value proposition that will help your business: You don’t want to give a vague speech about how businesses in general are doing with your product or recite a list of all its features.
Don’t be pushy.
Don't be arrogant.
Don't be aggressive.
Be prepared to answer more questions and possible objections. Be completely prepared and open-minded, always remembering that this is not about you, but about them.
consultative sales: graphic of the consultative sales process
Consultative selling example
As an example, let's imagine a B2B SaaS company that sells construction project management software and consider how a salesperson at that company might take a consultative approach with a construction contractor currently building franchises for a regional fast food chain.