Has the phrase “Consultative Selling” become so prevalent in describing professional sellers that it is has become almost cliché? There are certainly more people functioning in a business development role carrying business cards that read “consultant” or similar variations than ever before. But maybe we should rethink that association?
As a member of the consulting profession myself I guess I can get away with poking a little good natured fun. (read don't take this TOO seriously) Here are a few reasons why professional sellers might NOT want to be lumped into the consultant category.
-
We Don’t Actually DO The Work- Did you ever see the old IBM commercial where the two young consultants say “Oh, we don’t actually do anything…we just recommend stuff”? Businesses want sales professionals that are looking to become true business partners, roll up their sleeves and jump in with both feet.
-
Heads We Win, Tails You Lose- Consultants (especially the sales training variety) are often quick to share in the credit when things go well but when things go badly? Well obviously it was the client’s fault because they didn’t execute correctly on our masterful plan or reinforce the training. Once again, most businesses are looking for sales professionals that have a mindset of “shared accountability”.
-
Here’s What You Need To Do- Some consultants I have met are just not great listeners. The good ones are great listeners but many consultants are just looking for the opportunity to tell clients what they “need to do” in order to be more successful. That’s what you hired us for right? Good sales professionals have figured out that you build far more trust and credibility through the quality of the questions you ask than from the information you dispense and great listening skills are the engine of great questioning skills.
Maybe members of the consulting profession should start calling themselves “sales reps” rather than vice versa?
Obviously (I hope) this piece was read with good humor. I apologize to all my consultant friends for having a little fun at our collective expense but the point I am trying to make is simply this: Professional selling is a noble and highly compensated profession. There is no need to camouflage a professional sales person as anything else.
Good selling!
Sandler Training in Denver provides sales training, management and leadership training, and professional development for individuals and organizations. Let us know how we can help your team.
