Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

Synopsis

It's the classic sales book that has boosted profits -- for salespeople and for their customers -- for more than two decades!

In this sixth edition, Mack Hanan continues the theme he has brought to thousands of sales reps: You are no longer a vendor, out to sell, a customer a product; you are a consultant, out to help your client's business grow.

Excerpt

Consultative Selling is profit improvement selling. It is selling to high-level customer decision makers who are concerned with profit—indeed, who are responsible for it, measured by it, evaluated by it, and accountable for it. Consultative Selling is selling at high margins so that the profits you improve can be shared with you. High margins to high-level decision makers: This is the essence of Consultative Selling.

Since 1970, Consultative Selling has revolutionized key account sales. It has helped customer businesses grow and supplier businesses achieve new earnings along with them. Everywhere it is practiced, Consultative Selling replaces the traditional adversarial buyer-seller relationship with a win-win partnership in profit improvement. This is no mean feat. To accomplish it, Consultative Selling requires strategies that are totally divorced from vendor selling. It means that you stop selling products and services and start selling the impact they can make on customer businesses. Since this impact is primarily financial, selling consultatively means selling new profit dollars—not enhanced performance benefits or interactive systems, but the new profits they can add to each customer’s bottom line.

The single most critical difference between Consultative Selling and vending is the way they deal with price. Vendors base price on their costs. Margin is their way of asserting the right to a “fair price.” Consultative sellers base price on their value. They consider margin to be their responsibility, not their right. To them . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.