Brian Tracy presents a short talk arguing that top salespeople should view themselves as consultants rather than traditional salespeople. He emphasizes asking good questions, listening to understand customer needs, developing deep product and competitor knowledge, and acting as an advisor—behaviors that lead to repeat business and referrals.
The highest paid salespeople in every field view themselves as consultants rather than as salespeople. Their self image is that of being a consultant. Now, if you hire a consultant to come into your company, how does a consultant consult? Well, number one is a consultant asks you good questions and makes no effort to sell. The customer focuses on understanding. You've heard it said, seek first to understand, then to be understood. Here's what we also know is that the more the customer believes that you fully understand his situation and understand his or her problem or need or goal, the more the customer is open to what you say as having a possible solution. So view yourself as a consultant because what we have found is that the very best salespeople, the highest paid, are seen by their customers as consultants and advisors and problem solvers and not as salespeople. Now, as a consultant, you need to be an expert in your field. So the first thing you do is you develop tremendous product knowledge. You not only know your own business, but but you know the business of your competitors as well. You know the differences in products and services, you know what's going on in the market. And especially you become an expert in your customer by asking good questions and listening to the answer and giving advice and guidance and counsel in how the customer can improve his or her situation. You will see yourself as a consultant and you'll be seen as a consultant by your customers. And your customers will buy from you, buy again, and recommend you to their friends.
