Consultative Selling

When Mack Hanan invented Consultative Selling in 1970, selling changed forever. In its first quarter of a century, Mack Hanan's Consultative Selling strategies have empowered its practitioners to earn billions of dollars in new sales - sales they would never have otherwise made. Consultative sales are high-margin sales, made "upstairs" to customer mid-level and top managers on the basis of the value they add to customer profits. As Mack Hanan says, "Vendors ask for an order, which represents a cost to their customers. Consultants offer improved profits, which represent a gain". Consultative Selling reengineers sales strategy into business management strategy. Consultative sellers sell improved customer profits, not products or services. They transact returns from investments, not sales. Their price is an investment, not a cost. They partner with customer operating managers, not vend to purchasers. They work in long-term, continuing relationships, not from bid to bid. They focus not on competitive suppliers, but on making their customers more competitive - lower cost suppliers and higher shareholding marketers. The fifth edition of Consultative Selling is turn-of-the-century modern, showing how Mack Hanan's strategies apply to selling technical and professional services, financial services, and health care services; selling high-technology products and systems; selling outsourced management and insourced category and facility co-management; selling outcomes from applications for product-based businesses; selling added value to customers instead of added value to products; selling against lowball price competitors; selling as a dealer, distributor, or added-value reseller; and selling tononprofit, not-for-profit, and government customers.