Business development, sales and client management › Consultative Selling

Consultative Selling

Turn potential opportunities into confirmed business through finely-tuned consultative selling skills

This is a sample learning overview that we can design and deliver specifically for your organisation.

How far do the clients with whom you interact believe that the sales process adds value for them? Do they see you as a source of insight and advice? As someone who understands their world and the challenges they face – and who can use that understanding to create solutions that deliver real benefits? Or do they view the sales conversation as at best a distraction and at worse an intrusive and irritating waste of time? We can design and deliver a programme to help your people get results through consultative selling.

Who would benefit?

We run workshops for anyone who wants to win high value business from new and existing clients. In whatever sector you work, competition is intense. Many suppliers are in pursuit of the same business, the same opportunities. Such a workshop can help you develop an approach to creating higher quality, more effective conversations with your clients or customers. Above all, it helps you win business.

Participants will learn how to

  • Create new leads and opportunities from your network of contacts, clients and other professionals
  • Maintain momentum in the sale as you qualify needs and engage with your client
  • Make client focus a reality in every aspect of your business development activity
  • Use your skills to create exceptional relationships as the sale moves forward
  • Turn potential opportunities into confirmed business

View typical programme content


A typical programme may include:

Creating opportunities

  • Practical advice on creating new opportunities from new and existing clients
  • Research and familiarisation. Minimising risk by really getting to know the landscape in which the client is operating
  • Getting in to new clients at the right level
  • Relationship building in the sale – getting aligned and on-side. Creating connection and obligation
  • Understanding the buying process  and using the best contact strategy

Preparing to engage

  • Understanding the unique particularity and the complex geography of the client’s needs
  • Preparation for this conversation. Doing all the necessary research and fact-finding to ensure we are well briefed
  • Profiling the client – their role, responsibilities, expectations, potential needs. Stakeholder mapping – who fits where
  • Aligning this communication with our strategy for moving this relationship forwards
  • Mapping out and agreeing an agenda – minimising the potential for unwelcome surprises
  • Pre-framing the conversation and managing client expectations
  • Planning tactics and approach, knowing the key questions we need to ask. Preparing to listen – with our total, full attention
  • Personal preparation – mood, attitude, approach and self-mastery. Getting ready to give of our best

Clarifying the client need

  • Getting the meeting right - the difference between a credentials pitch and exploring an identified client need
  • Discovery precedes solution. Fact-finding and information gathering. Mapping put the totality of the client’s needs, wants, aspirations, goals and concerns. Using mind-mapping to capture what we hear
  • Questioning skills. Asking questions that are insightful, non-directive, powerful, informed and emotionally intelligent
  • Listening and capturing what we have heard. Demonstrating to the client that we have heard and understood. Constructively challenging the client’s thinking
  • Understanding the client requirement in the wider context of their strategy and business plan. Talking about benefits, outcomes, value and solutions
  • Building rapport and connection

Define your solution to the client need

  • Critical success factors for business-winning solutions
  • How to brainstorm your solution – and capture it in a high-impact, client-focused document
  • Linking everything to the client need. Using language that is commercially-focused, compelling and clear

Communicating your solution

  • Delivering a client-focused sales presentation
  • Picking up conversational and emotional cues from the client, fully understanding what is being said (and what is not being said), creating a dialogue in which it is clear to the client that we understand their world and their business
  • Structure, content and sequence, impact, authority and credibility
  • Building consensus and achieving consensus. Mapping out the way forward. Preparing to negotiate terms

Explore our subject areas

Learning channels

A wide range of learning methods ensures we deliver learning that is appropriate, specific and drives sustainable change.

These include

Explore all our
delivery methods