{"id":1217,"date":"2020-11-17T09:30:00","date_gmt":"2020-11-17T09:30:00","guid":{"rendered":"https:\/\/blog.kylas.io\/?p=1217"},"modified":"2023-01-09T17:17:09","modified_gmt":"2023-01-09T11:47:09","slug":"sales-techniques-consultative-selling","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/sales-effectiveness\/sales-techniques-consultative-selling","title":{"rendered":"How to Adopt Consultative Selling to Boost Small Business Growth"},"content":{"rendered":"\n<style>\n@media only screen and (max-width: 700px){\n.img-full-mob{\nwidth:100% !important;\nheight:100% !important;\n}\n}\n<\/style>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Success in the B2B segment revolves around building lasting relationships with customers. Without these relationships, you run the risk of losing your customers to the competition.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It may surprise you to know that, <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large\"><p>\u201c\u2026only 29% of B2B customers are fully engaged \u2014 that is, emotionally and psychologically attached to the companies they do business with. The other 71% are ready and willing to take their business elsewhere.\u201d <\/p><\/blockquote>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This study by <a href=\"https:\/\/www.businesswire.com\/news\/home\/20160310005526\/en\/Gallup%C2%A071-B2B-Customers-Risk#:~:text=Key%20Points%3A,rather%20than%20their%20customers'%20problems.\" target=\"_blank\" rel=\"noreferrer noopener\">Gallup<\/a> clearly states that this statistic is not specific to any industry and any business can fall prey to customer churn.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The reason we are speaking of customer churn, specifically, is that it is a challenge that many Growing Businesses face today. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">While the reasons for churn can be many, a common reason is a disconnect between prospects and salespersons that traditional sales techniques deliver.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is unfortunate that sales professionals find themselves at odds as traditional product-driven sales has not been as effective in recent times. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">An increasingly challenging environment is putting intense pressure on them to reach sales numbers, which in turn is forcing them to coerce their customers into buying. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Such strong-arm tactics just drive away prospects and create a chasm of deep mistrust between them, which is all but impossible to overturn.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">So,&nbsp;what is the alternative to product-driven&nbsp;sales?<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><strong>Consultative Selling.<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is&nbsp;Consultative Selling?&nbsp;<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Consultative Selling shines a light on communicating business value to prospects with an intention to develop trust. The emphasis, then, is on relationship building and eventually selling them your products or services.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/04\/How-to-Adopt-Consultative-Selling-to-Boost-Small-Business-Growth-5-e1614832410290-1024x985-1.png\" alt=\"Salesperson talking to customer at the workplace\" class=\"img-full-mob lazy\" width=\"232\" height=\"248\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is an approach where open dialogues with customers take priority; to identify their pain-points and to examine if a product or service is the right fit for that prospect\u2019s unique business needs. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Such a customer-centric hyper-focused approach can help sales teams position their offerings in tune with customer challenges in a compelling manner. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Consultative&nbsp;Selling&nbsp;fits&nbsp;perfectly with&nbsp;<span style=\"text-decoration: underline;\"><a href=\"https:\/\/kylas.io\/sales-effectiveness\/customer-retention-sales-crm-software\/\" target=\"_blank\" rel=\"noreferrer noopener\">changing&nbsp;consumer behavior<\/a><\/span>&nbsp;and expectations&nbsp;in the Age of Disruption.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"line-height:1.6\">A&nbsp;Framework for&nbsp;Consultative Selling<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">So how can&nbsp;sales&nbsp;teams integrate&nbsp;Consultative&nbsp;Selling&nbsp;into their&nbsp;sales&nbsp;processes?&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">These three factors can help in defining a&nbsp;concise&nbsp;framework for Consultative&nbsp;Sales.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\" style=\"font-size:20px\"><li>Don\u2019t sell the product; focus on communicating value instead<\/li><li>Focus on asking the right questions, driven by customer insights<\/li><li>Lead the conversation, but practice active listening with your customers<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Let\u2019s&nbsp;take&nbsp;a&nbsp;deep dive&nbsp;to understand these&nbsp;in detail.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">1. Don\u2019t Sell the Product; Focus on Communicating Value Instead<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Unfortunately,&nbsp;the&nbsp;term&nbsp;<em>Consultative Selling<\/em>&nbsp;gets thrown around&nbsp;in the market like confetti.&nbsp;To bring clarity to this&nbsp;sales&nbsp;approach,&nbsp;it makes sense that&nbsp;we compare it with&nbsp;traditional&nbsp;product-based&nbsp;sales&nbsp;to understand the&nbsp;differences&nbsp;between the two.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">By comparing product-based sales with Consultative Sales, it becomes clear why this sales approach takes precedence. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Consultative Selling is not only an effective approach to sales but is also an ethical way to engage prospects and improve the chances of sales success.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">2. Focus on Asking the Right Questions, Driven by Customer Insights<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">To become adept at understanding business challenges from a customer&#8217;s point of view, we need to bring in the importance of sales probing to fill in the blanks. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The Consultative Selling model focuses on seeking information from prospects to understand their challenges and to offer tailor-made and comprehensive solutions.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">By adopting Consultative Selling, sales processes will, over a period of time, start to arrive at solid conclusions. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">What this also means is sales teams will arrive at conclusions based on experience and customer data from the Sales CRM system that they utilize.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">They identify challenges&nbsp;and&nbsp;narrow down on&nbsp;customer&nbsp;personas&nbsp;to support effective decision-making.&nbsp;These insights will&nbsp;allow&nbsp;them&nbsp;to improve engagement and conversion rates.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">But what do&nbsp;sales&nbsp;teams need to do to obtain&nbsp;accurate&nbsp;customer&nbsp;insights?<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">They need to ask the right questions.&nbsp;For example:&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Customer insights arm sales teams with talking points that are mostly unknown to customers themselves, engaging customers proactively to positively improve their chances of sales success.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px\">3. Lead the Conversation, but Practice Active Listening With Your Customers<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is a fact that salespersons have the habit of talking without listening to their prospects. Consultative Selling takes an inverted approach. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Conversations take a U-turn from traditional sales where salespersons guide conversations to stay on topic, yet encourage prospects to share more information about their challenges.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This makes the customer understand that the person on the other end is there not just to make a sale but to engage with them and explore if their products fit in with the prospect\u2019s business needs.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">By leading the conversation, salespersons can gently probe their way to identify customer expectations and perceptions.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Furthermore, it is common for salespersons to experience silence during sales calls. Ordinarily, they would just go on-and-on about the product to fill the void. The consultative selling model encourages the opposite. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">For example, a salesperson makes an offer and waits for the customer to think and reply with an answer. Sometimes customers fill the quiet by talking themselves into a deal.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Lastly, Consultative Selling suggests that sales teams should not shy away from any type of feedback from prospects. Any feedback, comment, or suggestion, is invaluable to provide better customer engagement even if the feedback is not constructive.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Consultative Selling&nbsp;Best&nbsp;Practices&nbsp;&nbsp;<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><strong><em>&#8220;Practice, practice, practice.&#8221;<\/em><\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This takeaway is true to any art and without a doubt, Consultative Sales is one. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The simple act of guiding prospects by listening to their concerns makes for better selling skills. It is this skill that salespersons need to weave into their sales conversations to experience a difference.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:20px\"><strong>Here\u2019s are a few&nbsp;pro&nbsp;sales&nbsp;tips&nbsp;from&nbsp;Kylas&nbsp;team&nbsp;to&nbsp;help&nbsp;you&nbsp;get&nbsp;started<\/strong>&#8211;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">After the&nbsp;first&nbsp;set of questions&nbsp;are dealt with,&nbsp;weave qualifiers into your conversations.&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Recognize that all these points are follow-ups to what the customer is talking about. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As with any technique or art form, holding a conversation is a skill that requires a deft touch. With practice, consultative selling skills can become second-nature and instinctive.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, it is easy for the salesperson to dive back into product-based sales mode, which makes Consultative Selling a challenging task at the beginning. Keep practising with colleagues and sales managers to help strengthen these skills.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion&nbsp;<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">One thing is certain. Growing Businesses and their sales teams, in the Age of Information, must be prepared to deliver quality experiences or face the consequences of customer churn. <\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is easy for sales teams to slip back into product-based selling especially when numbers are down because of volatile market conditions. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Remember, buyers today want you and your sales team to be in tune with their challenges and offer compelling solutions without forcing your product or service on them.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If your focus is on selling first, you may achieve your goals now but, in the future, you will have to continue to work as hard to achieve the same results. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">With Consultative Sales, you create an environment of trust which, especially in the long-run, requires less effort to conclude in continuous sales success.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><a href=\"https:\/\/www.kylas.io\/\"><span style=\"text-decoration: underline;\">Kylas Growth Engine<\/span><\/a> is an ecosystem of technology products, with a Sales CRM at its core, and expertise to help Growing Businesses, like yours, scale to new heights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Success in the B2B segment revolves around building lasting relationships with customers. Without these relationships, you run the risk of losing your customers to the competition. It may surprise you to know that, \u201c\u2026only 29% of B2B customers are fully engaged \u2014 that is, emotionally and psychologically attached to the companies they do business with. &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/sales-effectiveness\/sales-techniques-consultative-selling\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Adopt Consultative Selling to Boost Small Business Growth&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":1242,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[12,36],"tags":[17,19,22,35],"acf":[],"featured_image_src":null,"author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consultative Selling for Small Businesses | Kylas Growth Engine<\/title>\n<meta name=\"description\" content=\"Consultative selling shines a light on communicating business value to prospects with an intention to develop trust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kylas.io\/en\/sales-effectiveness\/sales-techniques-consultative-selling\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consultative Selling for Small Businesses | Kylas Growth Engine\" \/>\n<meta property=\"og:description\" content=\"Consultative selling shines a light on communicating business value to prospects with an intention to develop trust.\" \/>\n<meta property=\"og:url\" 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