Consultative Selling

C H AN GE S IN HOW global organizations, Richardson Sales Performance’s Consultative

individual business buyers, and consumers make Selling Program focuses on the critical structure of
purchase decisions have driven permanent shifts a sales conversation or customer meeting and
in how sales organizations must go to market and provides a powerful roadmap for a successful,
interact with customers and prospects. Buyers are buyer-focused dialogue. The Consultative Selling
more informed and have more choices to solve Framework provides salespeople with a consistent,
problems, yet they are more likely to stick with the repeatable process to more effectively execute
status quo. their sales conversations. The Six Critical Skills fuel
and support the Framework, empowering
While buyers today are savvy, busy, pressured, salespeople to leverage their technical excellence
risk-averse, and more demanding, they still and use every sales skill available to open more
need guidance to make the best business and doors, better understand customer needs, more
personal decisions. Even though customers have persuasively articulate value, and close more deals.
unprecedented access to knowledge, they face the
difficulty of sorting through what matters most B U S IN ES S B EN EF ITS
and finding the value among all of the options.
More information doesn’t always translate into
accurate, clearer understanding; they still need • Drive increased revenue by improving close
sellers to accurately diagnose their unique rations for new customers and expanding business
situations and identify the best solutions to make with existing customers
an informed buying decision that drives the results
that they need. • Create competitive advantage by building a sales
culture that is tightly aligned to market needs
To be truly effective and differentiated in the eyes and drives business performance through buyer-
of today’s buyers, sellers need to create value in focused dialogues
the buying experience itself — that means helping
customers to better understand the true nature • Create new and larger opportunities by surfacing
of a business issue and how best to address it. unrecognized needs
They must demonstrate credibility, foster trust
and openness through authenticity, offer ideas • Shorten sales cycle length by driving momentum
that shape thinking and help surface unrecognized and building buyer confidence to commit
needs, and connect the dots to create value.

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RICHARDSON SALES PERFORMANCE CONSULTATIVE SELLING 2

Increase seller’s awareness of their current sales

53 approach, provide them with feedback on their
Understanding Needs
strengths and areas for improvement, and support
Is the Top Focus
For Best-In-Class 26 21 them in developing strategies and skills to reach
Organizations to their next levels of sales excellence
Improve Customer
Dialogues *
Dialogue to Understand Replicate • Apply guidelines for giving and receiving
address buyer “A Players”
buyer needs behavior feedback and peer and self- coaching skills to
ensure ongoing development
O BJ E CTIVE S
A U D IEN C E
• Define Consultative Selling and explain why it
is crucial to creating customer value and winning Program content is highly customized to any
busines level, from new to experienced salespeople, their
managers, and executive management
• Apply the Consultative Selling Framework to
engage buyers in a customer-focused consultative D EL IV ER Y O PT IO N S
dialogue, develop and expand relationships, and
increase sales results • Blended learning solution that incorporates both
a facilitator-led workshop (one-day or two-day) and
• Identify the Six Critical Skills that power the the Richardson Sales Performance’s AccelerateTM
Consultative Selling Framework and allow sellers digital learning platform for pre-workshop learning
to leverage their natural strengths to create a and post-workshop sustainment
dialogue, foster the openness and trust needed to
surface recognized and unrecognized customer • Richardson Sales Performance Accelerate digital
needs, communicate in a compelling way, and learning platform only
close profitable business
• Facilitator-led workshop only (one-day or
• Understand the science of Cognitive Dissonance two-day)
and how customer objections arise and apply a
model to defuse defensiveness and engage the
customer to resolve their resistance

RICHARDSON SALES PERFORMANCE is the global US: +1-215-940-9255

leader in sales training and performance improvement.
We drive accelerated growth by simplifying and solving EMEA: London: +44 (0) 20 7917 1806 Brussels: +322-252-5004
the sales-growth equation. From ensuring your sales
managers are executing the right activities to equipping APAC: +61 (0) 8 8376 1667
your sales team to drive a buyer-aligned sales process
with exceptional skills and strategies, we will guide your APAC: +61 (0) 8 8376 1667
sales organization through a digitally-enabled performance
journey that excites, engages and reveals results. Get CHINA: +86 21 32577032
to know us and experience what is possible – managers
who know exactly how to drive growth from their teams, info@[Link]
customers who see the difference in how your sales team
shows up and a clear path to outperformance. [Link]

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