When I first started in sales it was clear, we were ‘pushing’ a product (service or solution). Now, assuming you have done the sales process it should be a ‘pull’ – meaning the clients pulls the business of you.  They want what you have. You are aligned. They trust you. It’s a magnet.

This significant change has occurred in the fast-paced world of sales, where consumer preferences and market trends are always changing. Traditional sales techniques, characterised by aggressive pitches and product-centric approaches, are giving way to a more customer-focused strategy: ethical and consultative selling. Let’s examine the causes of this change, examine its advantages, and offer data-driven insights that emphasise the need of adopting this strategy in the contemporary sales environment.


The Shift in Paradigm

The days when salespeople could only rely on slick presentations and convincing language to clinch business are long gone. Consumers of today are knowledgeable, technologically sophisticated, and very picky. They look for solutions that are suited to their own requirements and are looking for meaningful relationships and partnerships.
In another blog ‘Are your sales people driving growth or is the customer finding you’ >>>  I mentioned how 50 – 70% of customers are searching out their vendors.

In reaction to this shift in consumer behaviour, ethical and consultative approach has emerged as a strategy that puts an emphasis on forming bonds with customers, delivering value, and earning their confidence.


Volumes Speak for Data

Recent statistics emphasise how crucial this consultative approach is. A HubSpot study found that 69% of buyers prefer dealing with salespeople that pay attention to their needs and offer customised solutions. Only 17%, on the other hand, favour a salespeople who prioritise promoting things. I thought that 17% was high so am guessing this was USA data as I would have thought in Australia, my homeland and my first homeland the UK that it would be more like, well, 0%!

This information demonstrates unequivocally that the time of aggressive sales techniques is passing (phew, that old stereotype has to go)! and that the era of sympathetic, customer-centred selling is here to stay. We go as far as saying it’s the era of the sophisticated, intelligence approach where your intent is to help the client.


Personalised Method

Personalisation is one of the main tenets of this consultative selling approach. Consumers today anticipate salespeople to be aware of their needs, goals, and difficulties. This tailored approach goes beyond meeting urgent needs; it also demonstrates sincere concern for the success of the client. Salesforce claims that 72% of customers want vendors to tailor interactions to their needs and 76% expect vendors to understand their business. Now salespeople serve as trusted consultants rather than as transaction facilitators.


Trust-Building: The Foundation

The foundation of today’s modern sale is trust-building. Salespeople are better able to offer specialised solutions when they take the time to learn about the businesses and difficulties of their clients. We call this phase the ‘due diligence’ phase of the sales process. Where you do your homework and are fully prepared. This strategy promotes a feeling of trust that serves as the cornerstone of long-lasting corporate relationships. According to Edelman’s Trust Barometer, 84% of consumers believe that gaining their business requires treating them like actual people, not just numbers. This underlines how crucial it is to approach sales talks with empathy and morality. Gone are the days of leader boards and focusing on getting the sales regardless of if it’s the right choice for the customer.


Driving Results

According to study by The RAIN Group, customers are 109% more likely to make a purchase from a salesperson who provides value and insights during the transaction. This demonstrates how investing the time to comprehend the demands of the buyer and to offer pertinent insights pays off in terms of closing agreements and encouraging client loyalty.

In summary, the sales landscape continues to evolve, it’s imperative for sales professionals to adapt to changing buyer expectations. Partnering and being an ethical and consultative seller means you are putting your client at the heart of what you are doing plus it drives meaningful results for both the clients businesses and yours. The data speaks volumes – buyers are more inclined to work with salespeople who prioritise their needs, offer personalised solutions, and establish trustworthy relationships. This shift from pushing products onto someone to understanding, educating and providing value is fundamental transformation that’s reshaping the future of sales.

As a Leaders you can start by ensuring your team are focused on the outcomes for the client, anchor in success stories (client success stories), i.e., client Z had this pain and was spending X amount of time burning through money trying to fix it.  We then reached out on LinkedIn after we saw a post and then we had a meeting. In preparation for that meeting we did our due diligence and investigated the situation. At that meeting we spent the full time in discovery mode, fully listening, really understanding their business and challenges. We asked many questions which uncovered areas there hadn’t considered. We were calm, rational and reasonable.

We sent email A whilst in a holding pattern whilst we gathered our thoughts over a solution and also email B – both offered value and set up as the Trusted Advisor. We then returned and showed them the solution.  The meeting was interactive, we collaborated. We wanted the best outcome for them, and it showed.  We partnered (they came on board) and now we manage their expectations, advise them, educate them, and demonstrate in all interactions that we are the authority in the field, the subject matter experts.