Traditional or Conventional Selling vs. Consultative or Conversational Selling

Traditional or Conventional Selling:

The focus is on what you plan to "Tell" the Prospect.

There is an emphasis on what the sales representative and their company knows.

It's all about how smart they are, what their expertise is, all the information they have been able to gather or gain about their prospect's company, industry and competition. Note: Whenever you set out very deliberately to prove how smart you are about someone else's business you risk breeding competition.

It's all about impressing the client by presenting information, offering facts, figures, proof and assurances they can deliver.

There can be a heavy handed or pressure oriented feel to the interaction and use of persuasion, influencing and convincing are essential to the outcome and a definite drive towards "Closing the Deal!"

The seller is competitively focused (a fear of loosing to a competitor is always present). Fear and pressure tactics are applied to create a sense of urgency and vulnerability.

The number one priority is "Getting the Deal" with no consideration for the quality of the opportunity or fit between the supplier and customer.

Cards are held tightly to the chest nothing is offered in terms of suggestions, advice or value until the contract is signed.

Consultative or Conversational Selling:

The focus is on what you plan to "Ask" the prospect.
There is an emphasis on what the prospect's concerns, issues, challenges are and how they would like to see things improve or evolve. In addition there is also a keen focus on what matters the most to them in general as well as with the results you, your company and the products or services you offer can potential play or provide for them.

The mission is to learn how smart the prospect is, what their expertise is, what they know and what they wish they knew, all the information they are willing to offer about their company, industry and competition. Specifically and in general what they know and what perspective they are willing to offer and what opportunities for improvement that are prepared to share and what they will admit they don't know.

It's all about creating an atmosphere of cooperation, mutual respect and projecting a willingness to listen and learn in order to impress the client and build a foundation of trust.

The atmosphere or feel of the interation is more relaxed and there is a definitive focus on discovering many ways in which value can be brought to the prospect though the introduction of the products, services and solutions available by the vendor.

The seller is customer focused (There is no fear of loosing to a competitor because it isn't about the competitor), approaching the selling profession in a more mature and confident manner.

The number one priority is "Finding the Fit" with an emphasis on understanding the quality (or strength) of the opportunity or fit between supplier and customer. Closing isn't a tactical move it is a natural progression that occurs once a comfort level has been established and an intent to move forward has been identified and acknowledged. The sales person simply has to outline the next step and ask suggestively or assumptively take actions towards it (i.e. schedule an implementation or delivery date).

As a show of good faith and a sign of strength and integrity information may be shared, suggestions for potential improvements may be offered and professional advice may be given with nothing expected in return.

Summary: There is a big difference in these two approaches and for those who cross the threshold between the two there really is no going back. The transition to this more sophisticated and professional approach is liberating and not something that you ever want to give up once you experience the difference.