Accomplished media sales executive Beecher Scarlett has worked for major corporations such as NBC Universal, 20th-Century Fox, and TVGN. Throughout that time, Beecher Scarlett has gained experience in the development of consultative sales programs.

Often used in partnership with value-added selling, consultative selling is a unique approach that sees the salesperson presenting specific benefits of products or services to customers based on their needs. When used properly, this approach reveals plenty of information about customers’ desires, which makes it easier for the salesperson to target a sales pitch to the benefits that will interest the customers.

Due to the amount of information shared between salesperson and customers, consultative selling leans heavily on the rapport between both parties. This rapport is quickly built when consultative selling is done correctly.

To build rapport, the salesperson should be open and share information freely without expecting anything in return. This demonstrates both expertise and trustworthiness.

The ability of a salesperson to be seen as an expert on his or her products or services is another important component of effective consultative selling. While most salespeople have a good base understanding of their products, they should build on that knowledge quickly and share it with others in blogs or social media posts.