In the current B2B enterprise service industry, consultative sales are becoming more and more popular. Compared with traditional sales, consultative selling needs to identify customer pain points, analyze solutions that meet customer needs by providing a series of communication needs, and finally solve problems and achieve the results expected by customers. So how should consultative sales build their own sales power and win the trust of customers?
If you can spend a small amount of time to find customers and spend a lot of time to build customer trust, the conversion rate will inevitably double, so it is very important to improve the efficiency of finding leads and acquiring customers. Just like two people meeting to go fishing, A came to the beach with a fishing net, and when he saw a lot of people, he followed the net, wasting a day with little success. B investigated the area with the largest number of fish resources in the coastal waters, the time of the ebb and flow of the tide, and searched the Internet for the recipe of attracting fish and promoting food, and finally used the sonar fish finder to locate the place where the fish gathered and put the net down, and sure enough, a lot of large fish and high-quality fish were harvested. Doing sales is similar to fishing, only by working key links can you convert business opportunities one step faster. The competition between enterprises in the Red Sea is mainly reflected in the small gap between the first and the best, the speed of exploring business opportunities, the efficiency of customer reach, and the skills of sales negotiation. Many customers use the Tanji sales cloud to accurately find customers, efficiently reach customers, quickly acquire customers, improve the sales process, effectively get rid of the industry's low-price involution, and achieve deterministic growth in the competition.
Once you've identified your customer base, you need to be prepared to make a sale before visiting your customers so that they want to meet. For example, select cases that are benchmarked with customers or have industry commonalities with customers, or start from market trends and competitors, send market research reports to customers, covering the latest developments in the industry that customers are concerned about, including market size, growth trends, customer group behavior, etc., as well as detailed analysis and strategies of competitors, in addition, you can use convincing testimony ** or data to strengthen your own advantages, send them to customers on WeChat, obtain the initial trust of customers, and strive for interviews. 
When building a connection with customers, sales can position themselves as "XX subdivision industry experts" or clarify their own areas of expertise, such as using the Tanji smart business card to write down their personal positioning: "cross-border financial and tax compliance consulting and counseling experts", which is conducive to quick communication after door-to-door, helping customers clarify ideas, exchange views, and stimulate needs. Many customers are industry experts who know where the problem is, and even how to solve it, and just want to find the best path and method. Customers always want to get more growth, cost reduction and efficiency in communication, and also want to understand the current market situation and potential opportunities, so if the sales can not accurately answer the customer's questions, the customer will think that the sales does not understand the current situation of his industry, and the ability to solve the problem is doubtful, and it is difficult to continue to talk.
If sales want to further penetrate the purchasing process, they need to explore customer needs, such as doing a diagnosis, and try to use the spin questioning method to explore the needs in the conversation: the spin rule is composed of four types of questions, situational, *, implication, and need-payoff, with a specific purpose to guide customer needs
Situational: Understand the details and background of the client's enterprise. Sexuality: Discover and understand the customer's pain points. Suggestive: Amplify the negative impact of pain points. Solution: Construct the returns and benefits that the customer can obtain after solving the problem, and advance the discussion to the solution stage. If the customer's needs are clear, the sales should take "solving the problem for the customer" as the purpose of the program, and at the same time help the customer pay attention to the opponent. For example, when making door-to-door sales talks for printing equipment, customers are eager to solve the problem of poor hue and often unclear printing of printed products, because this leads to a serious loss of old customers. The sales investigation found that it was caused by the aging of the plate and the poor fluidity of the ink, and promised that the customer would replace it regularly after the transaction. Lower, sales can immediately say that next to the same cultural and creative printing of a printing factory also with its own equipment, picture quality and printing efficiency is second to none in the industry, the price of the other party's printed products is a matter of time, nearby tourist souvenir companies may consider transferring to him to print, so that customers may be interested in the comparison before and after the upgrade of equipment in the same industry, sales will have a great confidence to say that the customer deals. If the customer thinks that there is no problem to solve at present, indicating that they are satisfied with the current situation or the demand is not clear, at this time, advanced professional concepts can be introduced, and when the customer has a new understanding, guide the customer to find the deep-seated problems under the surface problem, and promote the customer to make decisions.
However, if the customer's store is currently too poor in logistics timeliness, it may lead to customer rejection, returns, damage to items and other problems, and return processing requires additional logistics and warehousing management costs, including inspection, repair or repackaging of goods, which will also lead to a decline in the store's credit score, but the gains outweigh the losses, and the customer is likely to want to change the status quo after realizing the problem. However, at this time, the customer's decision-making focus does not match the "timeliness" of the main service advantage of sales, and the sales can guide the customer to change the focus of the decision-making, such as helping the customer calculate the sunk costs such as refunds and customer loss that have occurred and the negative impact on the store's sales operation, and list more deep losses, so the customer's focus on "** first" is more likely to change. Next, the sales can once again persuade the customer not to fall victim to the "** war", the subtext is that if you don't pay attention to these key points, the loss will be greater, induce the customer to worry, and then affect the customer's decision-making.
If you encounter a customer price comparison, the sales may wish to put the industry cost out, tell the customer how much it costs to enjoy a certain service, and promote the customer to make trade-offs, or you can appropriately expose the "industry insider", tell the customer that the competition is definitely fooling him when competing for a certain **, or raise the unit price of part of the combined product, creating "hidden charges". For example, a sales champion shared such a story, his customers tend to be the lowest printing manufacturers, he told customers in the name of "disclosure" that some printing factory peers are obviously unable to produce the orders required by customers, but in order to show their professionalism, leaving the impression of "low product price and good quality", at will to customers quoted extremely low** , and then for various reasons to shirk the lack of a printing house, so that customers can not find such a low price on the market, and then when there is an order, the customer will subconsciously look for him, please be careful not to fall into such a trap.
This is entirely from the customer's point of view, and no one will refuse such kindness. The sales further said that although their company is slightly more expensive, they have a strong sense of responsibility for good service, and will repeatedly confirm the error-prone aspects of the customer's printed products and find solutions to the unreasonable places. After all, the exemption clause has written that the manufacturer is not responsible for the printing errors caused by the customer, not to mention the value-added services such as file modification, free proofing, and home delivery. The other party is cheap, but the risk and time and effort taken by the customer are greatly increased, and it is not cost-effective overall. The risk of "you get what you pay for" will drive customers to make comprehensive decisions and have a better chance of achieving their sales goals.
Consultative selling is the art of standing in the shoes of others, helping others solve problems, and finally achieving a win-win situation. In the actual business scenario, sales can adjust sales conversations and terminology according to different industries and situations, make demand diagnosis and give solutions based on industry knowledge and professional capabilities, and promote customers to make trade-offs and achieve decision-making. All sales behaviors must be directed to creating value for customers, so that the cooperation can be stable and long-lasting.