Even the most seasoned sales people can use some extra help connecting customer problems and company solutions.

Many sales teams today focus on consultative sales techniques rather than transactional or traditional “product selling”. There are many different systems for consultative selling. At their core, each consultative selling system has the same three objectives. First, they create a dialogue to better understand the customers pain points. Second, they create a vision of the future together. And third, they share how your products or services can help them reach that vision.

A few great sales people can build that dialogue completely on-the-fly. They have those magical skills to build personal relationships and seamlessly weave together insight and expertise to become trusted advisors. However, even the most seasoned sales people can use some extra help connecting customer problems and company solutions. Furthermore, if the sales team doesn’t have the right tools and processes to dive into customer needs, or a clear understanding of their own products and services, they won’t be able to build that build bridge.

And that’s why they need a complete suite of communication tools and sales support materials. Even though it’s tempting to put all of your time and resources into just the materials you put in front of the customer, tools to help the sales team think clearly and systemically through the customer’s issues, and draw logical connections to how they can help, are well worth the investment.

Supporting Consultative Sales shows the four common phases of a consultative selling process and where communication can help to support and supercharge your sales teams.