"Our company prefers a sales-focused approach. We are good at what we do and have years of experience, so we know how to help our potential customers identify the best solution before we even sell them anything."
However, for a potential customer, your company is not just an institution selling products or services, but rather a partner that offers them solutions. After all, you help them solve problems, which builds a lot in the long term – such as relationships of trust. In short, you gain a customer’s trust by being helpful and proactive. This is consultative selling.
Typically, when asked about their marketing efforts, these companies respond with the following:
"Printed promotional materials brazil business fax list to showcase our differentiators, print ads about our time in business, and press releases about important company events."
But think about this for a second: your prospect has a problem that needs solving, and your sales pitch is about helping them solve that problem. But your marketing efforts are focused on building your company? It sounds like something is off and needs to change in this cycle.
Think about it, trust is not something that is gained during the sales process, but before it begins. Before your prospect has even had any contact with you. Before he believes that you are an expert with knowledge and experience who can help him find a solution. And, certainly, before you approach him to present your company.
Tips on how to adopt a consultative approach to marketing
Instead of printing a brochure with your products and features, create a space on your website to centralize knowledge, filling it with useful articles that answer common questions. Instead of filling your prospect’s inbox with yet another newsletter or promotional email, send an email with tips and insights that meet their needs. Instead of spending a lot of money on print ads, offer to produce an educational article on a topic that will interest both your audience and theirs.
So when leads come from this kind and helpful marketing approach, you’ll already be building trust—before the prospect has even met you. In fact, by the time that time comes, you’ll have set yourself apart from your competitors who would rather keep building their company. With a consultative approach to marketing, a consultative approach to sales comes naturally.
