Products and services are sold through a variety of approaches. While some retail segments focus on product-based selling—highlighting features over benefits—others adopt a more personalised, solution-based approach known as consultative selling. This method not only differentiates a brand but also builds lasting customer relationships by tailoring solutions to individual needs.
In segments where there is significant differentiation in product, price, or service delivery, sales staff tend to focus on product-based selling. This approach showcases the unique features of a product. However, in markets where offerings are homogeneous and competition is intense, sales staff increasingly resort to consultative selling. This method emphasises establishing a genuine dialogue with prospective customers to understand their lifestyle and needs, ultimately presenting a solution that fits seamlessly into their daily lives.
Consultative selling is founded on building a relationship with the customer rather than simply pitching a product. It involves:
Channelplay’s customer experience mystery shopping programmes are designed to evaluate the selling skills of sales staff in various retail segments. Our mystery shoppers assess how well staff engage in consultative selling, ensuring that each customer interaction is both informative and engaging. This unbiased evaluation helps brands to:
Consultative selling is making waves across various retail sectors. Here are a few examples of how this approach is tailored to different industries:
With the growing demand for personalised, tailored solutions, consultative selling has taken centre stage in retail. By understanding and adapting to the customer’s lifestyle, sales staff can offer more than just a product—they provide a complete solution that enhances the overall customer experience. Channelplay’s mystery shopping programmes offer invaluable insights that help brands refine their consultative selling techniques, ensuring they remain competitive in today’s dynamic marketplace.