Consultative selling is a sales technique in which a salesperson focuses on a customer’s needs and problems rather than highlighting the benefits of a particular product or service; it involves an emphasis on the customer’s specific interests and desires as the focus of a sales conversation.

It is an approach that aims to build trust with the customer and to focus on their needs and values before offering a solution. It is called consultative because it involves building a relationship with the customer through extended discussions about their priorities and goals; by establishing a personal relationship the salesperson builds trust through educated and more well-rounded interactions that do not simply focus on a given sale. Rather, it allows the salesperson to establish productive and long-term relationships with customers and focuses on open dialogue that addresses customer needs by taking the time to understand their desires more fully.