Are you a B2B sales leader responsible for selling solutions? If so, you will undoubtedly have noticed the shift in buyer behaviour in recent years. The pendulum has swung from features and benefits to value and ability. As a result, in order for salespeople to be successful, they need to adjust their approach accordingly and undertake consultative sales training .

The most obvious change in buyer behaviour is their depth of knowledge about your industry and the solutions you offer. This can be a two edged sword, on one side it helps to shorten the sales cycle, after all if the buyer is already 70% through the buying cycle (as claimed by Microsoft), the seller only has 30% of the process to work through! On the other side of course, if the buyer has formed an opinion on a preferred solution which is different to yours, you have a serious job on your hands changing their mind.

Consultative sales training courses in Ireland cater well for this new paradigm. Courses no longer cater for redundant techniques such as insincere sales pitches which focus the attention on the seller and their offering as opposed to the buyer and their problems. Gone are the days of end-of-term discounting, shouting louder than the competition and other self-serving jibberish.

“We are in the era of selling our ability, to deliver value greater than the investment we are asking “

Consultative selling is the basis of connecting with prospects and transforming the sellers position from a mere vendor to a trusted advisor. Consultative sales training courses in Ireland allow traditional transactional salespeople to make the transition to consultative trusted advisors.

A consultative sales training course in itself will not change the world but it is the fundamental grounding for such a change. In addition to a formal education, the selling company must make adjustments to foster such change and to reinforce the consultative methodology. Changes include:

  • Improved sales play books
  • Refreshed sales processes that complement the consultative methodology
  • Tailored software, CRM or specialised opportunity management tools such as SOPAC

When developing a sales strategy, consider all of your resources, not just the sales team. Everyone has a part to play in the sales mix.

  • Marketing should understand the sales process and methodology
  • Service engineers should be trained on how to manage opportunities, how to qualify a lead before passing it to sales
  • Sales engineers need to understand their role and the thin line that separates them from sales
  • Management should be measuring each opportunity against opportunity KPIs and not stages in the sales process

To better understand opportunity KPIs visit