Organizations have begun to re-examine their use of consultative selling—many, if not most, sales organizations now view consultative selling as the baseline, regardless of industry, geography, or target market. While transactional sales models will continue to have a place in many sales organizations, (and rightly so), transactional selling has taken a less prominent role for many salespeople. What has become the more pressing concern is creating a sales force which understands consultative selling and can make decisions around what extent it should be used.
So, what does consultative selling mean? And why, after decades of talking about it, do organizations still think it’s worth the considerable effort required?
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