An End to Price Wars?
Interested? Good. To get you rolling past your price-obsessed peers, here is a list of 10 tips on the consultative sales approach.
1. Begin With Their Core Objective, Then Work Backward
Identify the company's needs. "The process starts by asking the right questions (the consultation) to help determine what promotional products, services and creative message/campaign (the value) can help reach that core objective," said Dan Livengood, senior manager of business expansion and professional development, Newton Manufacturing Co., Newton, Iowa. As Bruce Felber, MAS, director of marketing and sales support for the Image Group, Holland, Ohio, explained, it's about aiming your questions at a customer's needs and wants, as opposed to just selling a product.