Most sales programs suggest focusing on the buyer's needs first, and then describing the product's features in terms of benefits that meet those needs. A law firm might make a point of articulating the client's desire for global representation, and then highlight the benefits of its multiple locations given that need.

When buyer needs are complex, they can be described as problems. Consultative selling is a structured approach to identifying client problems and helping formulate integrated responses. Consultative selling is simply a systemic version of matching needs, benefits and features.

Sound pretty fundamental? It is. Consultative selling works, though-at least in the areas of tangible goods and services. However, it doesn't go far enough in the world of intangible professional services. In particular, the features and benefits approach doesn't address trust.

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