Duane Cashin, CEO of Cashin Sales has listened to over 3,000 sales calls to analyze what helps landscaping professionals close deals. We attended his session on consultative selling at the 2024 National Association of Landscaping Professional’s “Elevate” conference, in Charlotte NC. Here are the highlights:
SalesNov 17, 2024
The secret to consultative selling
Build connections, build trust, build synergies
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Build connection
- Consultative selling means making it about the buyer, rather than about you as a company. Understand their goals, their desires and their frustrations with their current situation.
- Engage in a conversation - make a connection based on interests, experiences and insights.
- Coach yourself or your sales reps to focus on customer service rather than on pitching.
Pro tip: Duranta's app makes it easy to perform a consultative design with your customer, all in real time.
Build trust
- Remember that you have much more knowledge than the customer, so embrace your role as an advisor. Your knowledge is a significant asset!
- Tell your unique company story — use empathy to show them that you care about what they need.
- Avoid a feature dump, focus on just a few things that set you or your proposal apart
Pro tip: Your customers will appreciate a beautiful proposal, custom made for them. They will have no idea it only took 5 minutes!
Build synergies
- Make sure your sales and service technicians are on the same page.
- Your service techs can help identify opportunities for cross-selling other products and services. Companies like Amazon generate 30% of their revenues from cross selling.
Inspire performance
- Your customers facing employees are your only sustainable advantage!
- Reward your people, train them and encourage them.
- Measure your team’s progress, it is your only sustainable advantage.
Remember, your people are your only sustainable advantage.
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