The consultative approach in sales has come in existence many years back and since then it has transformed B2B sales. Not only the face to face approach of sales people is today consultative but any mean of communication should also follow the same tone. The art of striking a perfect balance between professionalism and personalisation is the only thing that will make your email seem custom-made and not merely transactional.
Start on a personal note by greeting the recipient using their name, giving it more of an intimate tone. This creates an environment that is encouraging a relationship-based style of communication. Showing an awareness of the client’s pain points is also important. Make messages that would address these particular challenges and sincerely address them.
Incorporate educational content into your email messages so that you offer value apart from the sales proposition itself. Share industry reports, whitepapers or other articles that are relevant to your client’s interests and challenges. This makes your communication a high value insight-sharing organisation and not a one-dimensional promotional activity.
Ask clients open-ended questions that allow them to give their point of view and voice their concerns. These not only provide evidence of an authentic concern with their requirements but also foster a reciprocated dialogue, which is necessary for the consultative approach. Rather than providing descriptions of the product or service, emphasise the solutions provided by your offerings. Design your message to demonstrate how your services can precisely tackle and eliminate the client’s unique challenges.Use collaborative language throughout your emails, with a focus on the partnership approach. Phrases like “Let’s collaborate” or “How can we create the best plan for your business?” suggest shared leadership and mutual gain. Offer real-life lessons for working with similar clients or industries to show your experience and practical knowledge.
Effective follow-up conversations are important in ensuring that the spirit of the consultative approach is not lost. State certain issues or comments that were raised during previous discussions to demonstrate carefulness and consistency in your involvement.
Be upfront regarding any restrictions or possible barriers, promoting honesty in your communication. If your service or product may not be the best option, recommend other alternatives or providers. Finally, show a long-term view by describing how your relationship can grow over time, stressing an intention to develop lasting ties.