Did you know that less than half of Americans actually trust businesses today? You heard that right—only 49% of consumers feel that way, according to a recent report.
These days, people spend more time doing their own research and less time listening to sales pitches.
A recent HubSpot survey found that as much as 96% of customers do research before speaking with a sales rep. This means that prospects are more likely to reach your funnel armed with information and already have an idea of what they might need.
So, how can companies pivot to better capture prospects’ attention?
The answer is consultative selling, a less pushy, customer-centric approach to the buyer’s journey. This method is all about guiding the customer to the best solution for their needs.
Let’s dive into the ins and outs of consultative sales.
Key takeaways
- Consultative sales is customer-centric and focuses on building relationships.
- Consultative selling requires empathy, active listening, and problem-solving.
- Salespeople act as advisors to clients. Sometimes, their product isn’t the best solution, so they find something that works for the prospect.
- Solution selling is pitching products and solutions to leads. Consultative selling pitches education and authenticity.
- Tools like CRM and document workflow management software are key to a seamless transition to consulting sales.
What is consultative sales?
Consultative sales is a selling strategy that’s all about putting the customer’s needs first.
With this approach, salespeople can gain a deeper understanding of prospective customers, demonstrating knowledge and building trust.
Consultative sales teams act as advisors, not just closers. They focus on building tailored solutions based on their customers’ needs before even drafting a sales proposal.
Speaking of sales documents, check out our free sales proposal template before negotiating your next deal.
So, what is consultative selling besides gaining trust?
A consultative selling approach requires active listening, problem-solving, and customized deals.
Consultative sellers also accept if the best solution for the customer isn’t from their company this time. Instead, they nurture existing relationships for conversion in the long term.
Why a consultative selling method works
Consultative selling works because it builds rapport and understanding, offering customers relief from high-pressure tactics.
Instead of feeling pushed into making a decision, customers feel heard, understood, and guided toward the best solution for their needs.
This approach also emphasizes shared values, which positions the salesperson as a trusted advisor rather than just another seller trying to close a deal.
Simply put, when you show that you’re genuinely interested in solving their problems, customers are more likely to engage and potentially buy. It’s all about how you can help guide clients to the best solution.
In fact, a Garner survey found that buyers who experience a self-driven learning path are 147% more likely to buy more than initially planned. Why? Because they’re in control, well-informed, and confident in their decision.
This is why a consultative selling approach can be game-changing—it gives buyers all the necessary information and time to make the best choice. Even unqualified leads may turn into revenue later down the line.
Why putting your customers first with consultative sales matters
Consultative selling strengthens your client relationships, ultimately driving long-term business success.
How? By putting your customers first.
Let’s break down why this works.
Customers view you as genuine rather than pushy
A consultative sales strategy is all about asking questions and listening to responses, showing prospects that you understand their pain points.
By doing this, salespeople present custom solutions and not cookie-cutter pitches.
Putting customers first shows the value your brand offers, even when your solution isn’t the right fit. It may not be a “yes” now, but the door is open for future deals.
You get to know your customers on a deeper level
Typical product-led solutions take a one-size-fits-all approach—but this can often feel like trying to fit a square peg into a round hole.
Instead, consultative sales teams put customer needs first instead of pushing a product from the get go, with sales professionals asking thoughtful questions, listening closely, and adapting pitches to every lead.
A deeper understanding of customer needs can build trust and lead to valuable insights that improve other areas of the business, like improving client onboarding.
Give customers what they want
Let’s say you go to a restaurant and order a steak, but the waiter brings you a tuna steak instead.
Sure, you like tuna steaks, but that’s not what you ordered. When you complain, the waiter insists, “Trust me, the tuna is the best.”
Frustrating, right?
Sales teams make the same mistake when they push what they think is “best” instead of listening to what the customer actually wants and needs.
Asking the right questions and truly understanding the prospect’s goals allows you to give them the right solution—not just the one you prefer to sell.
Client relationships are built to last
Consultative selling positions your team as the experts and advisors. By sharing valuable insights and offering real solutions, buyers are able to rely on you, which is crucial for building trust in the long run.
It’s not about making the sale today—it’s about genuinely helping the lead with their problem or challenge. Whatever solution is presented to the prospect, it has to be useful, even if it’s not yours.
You can stay flexible and adapt to your customers
Many sales teams struggle because they focus too much on pushing a product or service instead of actually solving their problem.
A one-size-fits-all pitch might work for quick wins, but it leaves little room for creativity or adaptability.
On the other hand, consultative sales teams listen first. Sounds simple, right? Understanding what the customer needs allows sales teams to craft flexible solutions that can be adapted for each individual.
This adaptability widens the net for more qualified leads — some deals might take a bit more effort, but the right solution is always worth it.
Top benefits of consultative selling
As you’ve learned by now, adopting a consultative sales approach positions organizations as trusted advisors, leading to stronger long-term relationships with clients.
Here are some of the benefits this approach can have on your business:
- Increased customer satisfaction (CSAT): When you offer personalized solutions instead of cookie-cutter pitches, customers feel valued, leading to higher satisfaction.
- Greater customer loyalty and retention: People stick with brands that make them feel understood. In fact, 74% of customers stay loyal when brands make them feel understood and valued. Finding a tailored solution shows that you care about them and not just revenue.
- More sales and higher conversions: Taking a customer-centric approach builds greater trust. According to Salesforce, 86% of business buyers are more likely to make a purchase when they feel their goals are understood.
- Competitive advantage: Customers are tired of pushy sales tactics. A consultative approach aligns with current market trends and makes your sales process feel refreshing.
- Smarter sales team: Memorizing pitches is a thing of the past. Consultative selling requires your team to upskill, meaning more listening, more creative thinking, more problem-solving, and more touchpoints.
Consultative vs. solution selling: what’s the difference?
While similar in some ways, solution selling and consultative selling are two distinct sales approaches.
Solution selling is all about pitching your products as the answer to a specific problem.
Let’s say you sell customer relationship management (CRM) software.You might present one version for small businesses and another for enterprises, then explain how each solves a certain problem. The focus is on matching a product to a problem and delivering a sales proposal.
Consultative selling, on the other hand, doesn’t focus on the specific solutions or products you offer right away. Instead, it starts with the customer.
What challenges are they facing?What products or services will solve their unique problems? Consultants advise prospects along the path to finding the answers to their questions.
Consultative salespeople need to be quick on their feet and prepared to seize opportunities. This requires an ability to be flexible and ditch the standard pitch route.
Taking a consultative approach allows your team to flex their problem-solving muscles to gain respect and trust from potential customers.
4 principles of consultative sales
Now that you understand what consultative sales is and why it’s important, you’re probably wondering how to put it into action. Below are four principles of consultative selling to optimize your approach and unlock a range of benefits that lead to successful, effective sales strategies.
1. Ask the right questions
Many sales pitches feed reps a script with the “right” questions to ask, which are often short and to the point to keep the discussion moving along in a predetermined direction. But if the goal is to build understanding and trust with your lead, that kind of rigid approach doesn’t work.
Instead, you need to get to the bottom of why the lead has come to you in the first place. What are their pain points? What are they hoping to achieve, and how do they expect the right solution will change things for them?
Ask these types of questions to learn more about the needs and goals of your prospect:
Probing questions
Dig deeper by asking customers specifics about their pain points.
For example, if a customer says they experience long delays getting signatures for contracts, ask them, “How has this affected your close rate?”
The more specifics you can gather, the better you can tailor your solution.
Open-ended questions
These are great for getting customers to open up, because they can’t be answered with a simple “yes” or a “no.”
Ask questions that encourage discussion and/or detailed answers. Then, sit back and listen. Even tangents can offer greater insight into customer needs.
Close-ended questions
There’s a time and place for yes or no questions. Use them when confirming information to make sure you are aligned with your prospect’s needs.
This also shows them that you’re paying attention to their every word, which helps build trust.
Loaded questions
While traditional pitches use loaded questions to push a sale, consultative selling uses them to move the conversation forward.
For instance, asking, “What do you think of your current cloud storage solution?” naturally shifts the discussion to what is or isn’t working.
This helps you understand their pain points while providing your insight into the competition that may prove helpful later on.
2. Listen!
Salespeople are used to giving pitches and presentations, but it’s important to learn the skill of active listening. Here’s how to do it:
- Start with the 80/20 rule. Speak 20 percent of the time and listen 80 percent of the time.
- Maintain positive body language during discussions. This includes upright posture, eye contact, and head nodding. Part of active listening involves repeating things back to the speaker to make sure you got all the details right.
- Pick a quiet, distraction-free environment to host a meeting. The right environment facilitates a productive conversation.
- Note-taking is essential for recalling details later and demonstrates how seriously you take what your prospect is saying.
3. Educate and inform
Once you’ve listened and understood your prospect’s needs, it’s time to respond with insights and information. Consultative selling is about delivering value, not just making a pitch. Here’s how to do it effectively:
- Teach prospective buyers what’s available on the market and (ideally) how your solution is best.
- Back it up with evidence.This could be market data and case studies to reiterate your points. In B2B sales, testimonials from similar industries, company sizes, or revenue brackets are especially useful. Check out our customer reviews and testimonials for inspiration.
- Know your product inside and out. Confidence and credibility come from deep product knowledge, so be prepared to answer detailed questions and offer customized recommendations.
- Share educational resources, including materials like how-to video or competitor analysis sheets. This allows prospective buyers to explore at their own pace for easier decision-making.
4. Put authenticity first
Authenticity is the backbone of a consultative approach. If you can’t show a genuine interest in solving the prospect’s problem, you won’t build trust.
So, show sincerity at every stage of the process, from research to close.Before each interaction, take a moment to refer to your notes, your CRM platform, or whatever system works best for you. Remembering key details shows prospects that they are more than just another lead and that you’re actually interested in helping them find the right solution.
Top consultative sales approach strategies
Explore these tactics to effectively implement a practical consultative sales approach. These strategies can help you enhance your sales process and build stronger, more collaborative relationships with clients.
Prepare before the first interaction
Customers are researching your brand before making it to the sales funnel, which means you need to put the same amount of effort into the consultative selling process. Do the necessary research before engaging a new lead.
Make sure you know details about them, like job title, company, and how they arrived at your solution. In B2B, this includes company details such as industry, size, and turnover.
Information gathering is essential for any meeting or pre-call planning. Being prepared helps your team ask the right questions.
Focus on building trust
Fans of Glengarry Glen Ross are familiar with the concept of Always Be Closing.
Well, in consultative selling, you should Always Build Trust. You don’t do this with aggressive one-size-fits-all tactics.
Active listening and preparation prove your worth to a new lead. Educating them with solutions further deepens the relationship. If you build rapport, your prospects will return when it’s time for advice on another problem.
Follow-up every time
When interacting with a customer, a lot of new details will come up if you ask the right questions.
Follow up on these details with insight and examples of how your product is relevant, especially if they mention any challenges they are facing.
You may not be able to answer every question, and that’s OK.
Let them know you’ll find the answer and get back to them. The key to consultative selling is to always follow up.
Yoru follow-up can include answers and educational materials if relevant. And even if your prospect doesn’t purchase, you’ll have proven reliable and delivered value.
Have a problem-solving mindset
Remember, your sales team isn’t here to pitch the benefits or advantages of a service.
They’re offering their services to solve problems for the prospect. Sales reps should base success on whether or not they can guide the client to the right place.
Train your team to laser-focus on identifying pain points. At the same time, they need to look for problems that clients may not be aware of.
For example, if a client states they are happy with a communications solution “even though it limits webinars to 40 participants,” a consultative seller should be able to pick up on the subcontext and know to add a new problem they can add to their consulting proposal.
Sometimes, this means helping out unqualified leads. However, solving problems reinforces trust and authenticity.
Understanding customer needs in consultative selling
A consultative approach leads to a higher understanding of prospect needs. Sales teams focus on gathering information, forming insights, and solving problems.
During the process, it may turn out that customer needs are slightly different than expected. In this case, sales development representatives (SDRs) and closers can give this feedback to management.
New insights like this can optimize marketing efforts and even inform product development—all ways to better fulfill customer needs.
How to use consultative selling to close a sale
Consultative selling is about building a rich relationship based on trust. Early stages involve research and listening to the prospect. Use gathered information to communicate why you want to help the customer.
For instance, it could be, “I know our document workflow management software can save you money from unnecessary paperwork.”Follow up with educational materials and tailored solutions, strengthening the relationship. Over time, qualified leads view consultative reps as expert advisors. Your sales team leverages these relationships to close deals now and in the future.
A guide to the 6 stages of the consultative sales process
Our concise guide will walk you through the six distinct stages that form the foundation of successful consultative selling.
Research
Your sales team needs to exploit every resource available to gain lead intelligence.
This includes reading websites, social media, industry publications, and print media. In B2B, search places like TrustPilot and G2 to see what a prospect’s clients say about them.
Know their industry and details such as the number of employees and who has the buying power.
Establish rapport
Reach out to clients and start building relationships. Ask the right questions to further qualify leads and establish authentic problem-solving interest.
Relate to their company values, and build connections through shared beliefs, experiences, and culture.
Gain understanding
Ask the right questions to unearth client pain points and other details. Spend the majority of this time listening and waiting for the right time to offer a response.
Always pay attention to what they say during discussions and recall key points they make. Use this stage to assess the needs of the prospect and discover potential opportunities.
Teach and present
Use marketing and sales materials to educate prospects on your products and those of your competitors. Show how your proposed solution checks every box on the checklist of client needs.
There will be a bit of give and take during this educational stage. The client may bring up new concerns, objections, or insights.
Take note of these comments and resolve them as best as you can. And remember to always follow up on any issues that require more research.
Continuously qualify
You’re constantly qualifying leads during a consultative approach. When you recommend solutions, a prospect’s reactions or new information they provide may qualify them further.
You can (and should) continue to provide guidance, even if leads become unqualified.
For example, a small business may not have the budget for your product. What do you do?
Help them find an affordable alternative. How is this a win for you? If their business grows, they might return a few years later to purchase your solution.
Close the deal
The final stage of any sales approach is to close.
You’ve presented a custom solution. The lead agrees that this solution solves the problem. Now it’s time to commit the prospect to making the purchase.
During closing, it’s vital to re-emphasize yourself as an advisor and not a salesperson.
You’re happy you could help find a solution together and look forward to the next time.
After closing the deal, follow up with customers so they know you are still available to help if they have further questions. By reinforcing your relationships, clients will likely return for the next purchase.
Real-world consultative selling examples
Let’s take a closer look at several tangible examples of consultative selling in action.
Healthcare
Imagine a company that sells medical equipment targeting a hospital. Instead of jumping into a pitch, a sales rep spends time learning more about the organization’s needs and challenges.
During discussions, the hospital manager complains about floor spacing and equipment footprints. The rep offers to help find a solution and puts together a presentation on portable medical equipment.
Together, the hospital leaders and the sales executive find the best solution. A few weeks later, the rep follows up with the client and learns they are now looking for more accurate diagnostic equipment.
Because the rep has already built trust and credibility, the hospital turns to them for advice, continuing the cycle of consultative selling and reinforcing a long-term partnership.
See how you can automate healthcare documents faster with PandaDoc.
SaaS
In this scenario, a salesperson gets a new lead from , someone who signed up for an e-book on the benefits of cloud-based document solutions.
The sales rep researches the client and discovers they are a senior VP of IT operations at a large enterprise. Digging deeper, they find an article on how the company is steeped in monolithic, on-premise architecture.
The article even quotes the CEO, “This year is going to be a digital transformation.”
Armed with this knowledge, the rep reaches out to the VP. They ask about the current issues the IT department is facing and what they think needs to be done.
Eventually, the rep presents a tailored solution—a document management software that reduces the burden on IT.
They highlight the benefits, including less paperwork and speedy document generation. The VP thinks the solution is perfect and gets approval from all stakeholders.
Instead of selling a product, the rep delivered a solution—one that fit the company’s goals perfectly.
Consultative sales skills and techniques to succeed
Now, let’s cover the essential, proven consultative selling techniques and skills that are pivotal for success.
- Be an industry expert: Know the market trends and be up-to-date on the competition.
- Have natural, regular conversations: Check in with prospects and customers on a regular basis. You’re not always selling, you’re investing in more robust relationships.
- Be a product expert: The easiest way to show expertise and gain trust is to know your products and services extensively. Salespeople should be able to answer common questions and adjust strategy mid-discussion.
- Use the right tools: Lead intelligence tools and CRM platforms help you keep track of essential details. Document workflow management software like PandaDoc reduces manual tasks and centralizes sales materials—and luckily, we offer a free 14-day trial.
- Be honest, be authentic: Being truthful and transparent pays off in the end. If you can’t offer a solution that works for the client, be honest. They’ll repay you with trust.
- Workshop active listening: Use coaching and roleplaying to teach active listening skills. They understand prospects and present better solutions with higher win rates.
Manage conversations: Use loaded and probing questions to steer conversations. They also help to capitalize on momentum but must be able to find a balance between a structured sales pitch and a real conversation.
Impress prospects and shorten your sales cycle with PandaDoc software
Consultative selling is all about impressing prospects with useful information and tailored solutions.
Honest, authentic interactions build trust and help qualify prospects for conversion.
Fortunately, you can use consultative tools like PandaDoc for sales.
Our platform gives your team a central space to keep tabs on prospects.
Plus, you can tailor deals in minutes from ready-made templates and seamless document generation. Our quote builder also creates quick estimates so you can keep momentum when trying to close a deal.
Request a free demo today to see how PandaDoc can work for your business.
Frequently asked questions
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Empathy is at the core of consultative selling. Truly understanding client needs requires active listening and emotional intelligence. Effective salespeople wait patiently for prospects to respond. They pay attention, remember specific details, and recall key talking points.
Consultative sellers must place themselves in the shoes of the customer. Doing so helps them find high-tailored solutions that they would want themselves.
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Yes. A consultative sales approach applies to all types of B2B and B2C industries. Sectors such as retail, healthcare, finance, and software all work with consultative selling. This is because the main purpose is to build relationships and find solutions. Both objectives can prove valuable to retail, healthcare, finance, software, marketing, and telecommunications.
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The consultative sales cycle depends on many factors, including product type, industry, and price point. It is often used for products with longer buying cycles, like SaaS. Each stage takes a week or several weeks to complete. Consultative stages include research, needs assessment, education, solution finding, and closing.
A crucial but overlooked aspect is the follow-up stage of consultative sales. Following up is part of the sales cycle regardless if the prospect converts at the end or not.
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Sales teams can transition to a consultative sales approach through proper planning and training. Train sales professionals on topics such as empathy, active listening, and being customer-focused.
You also need to use tools that help you better understand and manage relationships. CRM, lead scoring, and document management solutions streamline the consultative process.
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Solution selling is about pitching a product as the answer to a specific problem. Consultative selling is about understanding the customer’s needs before recommending a tailored solution.
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Hard selling is aggressive and focused on closing a deal quickly. Consultative selling puts the customer first so that reps can build trust and guide buyers to the best solution.
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Relationship selling focuses on building long-term connections with customers, similarly to consultative selling, but doesn’t always focus on the problem-solving aspect. Consultative selling focuses on relationship-building while strategically solving problems for prospects, all with the goal to find the right solution for the customer’s needs.
Disclaimer
PandaDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDoc services are governed by our Terms of Use and Privacy Policy.
Originally published May 28, 2024, updated May 15, 2025