Consultative Sales Skills For Women in Real Estate

Consultative sales skills for women aren’t really just for women. But it’s often easier for women to embrace these skills by tapping into their empathy and service-minded orientation to sales, rather than the combat metaphors so prevalent in many traditional sales methodologies (beat the competition, hammer them on price, etc). Consultative sales focuses on connecting, nurturing, and supporting….but shrewdly and by design. Otherwise you make a lot of friends but not a lot of sales.

Selling Consultatively…Or Not?

What’s interesting is that when I ask someone from the traditional sales mindset if they sell consultatively, they always say yes. When I ask them what consultative selling is, they will tell me it’s about building rapport and relationship. So far, so good. Then there’s often a pause, after which they add…so we can beat the competition, hammer them on price, etc. In other words, many salespeople pay lip service to consultative selling without really understanding it.

When I ask salespeople what the most important skill in consultative selling is, almost 100% will tell me “asking questions.” Yet in my practice, I can show you salespeople who ask questions all day long and fail to build an ounce of rapport. The point is, it’s not asking questions that makes you consultative. It’s not educating or advising either.

How to Really Sell Consultatively

Consultative sales means asking “them-focused” questions rather than “self-serving” questions. It’s using these questions to help people process their decisions…without selling at all until you’ve received their “permission.” It’s about knowing the stages of thinking they’ll go through and how to move them through these stages. And it’s knowing how to gain their permission without being aggressive or having to wear iron underwear to “close” them.

Six Unique Skills for Selling Consultatively

I have identified six consultative sales skills that can be learned in order to master sales without pressure:

1. Asking counseling questions
2. Helping prospects address their own objections
3. Using a decision protocol
4. Embracing the hourglass approach
5. Chaining questions
6. Gaining permission to close

These proven openhanded selling skills help both men and women in sales to move away from the aggressive approach that tends to push customers away, making it harder for you to grow your business.

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