Consultative selling is a sales technique that relies on creating a relationship with the customer through open dialogue and an honest exchange of information. The goal of this approach it to help a customer to identify the problems they need to solve and then to provide an effective solution for them.

This means that the goal of the salesperson is not to sell a specific product but rather to focus on the customer’s needs and then find the products and services that will best suit that need. This approach helps sales professionals to thoroughly interrogate and understand their customer and the challenges they face before offering a solution. Ideally it means that the customer is more satisfied with the solutions offered and that the salesperson can offer them in a more compelling and differentiated way. The goal of this process is to the customer to be more satisfied leading to a stronger relationship between them and the seller.