For some reason, ‘selling’ has always been an unsavoury word in the consultancy business. Some see it as being beneath them, some will outright refuse to do it. But why? There’s nothing to feel uncomfortable about.

Selling is, in essence, exactly what good business is about on almost every level. The key is to recognise the efficiency of your own sales process and to maximise it across the board.

That’s where the key differences lie between product-led organisations and consultancy businesses – because one is driven by very clear targets based on units shifted, while the other is slightly more nuanced.

What does good selling look like?

Consultancy businesses can’t achieve sales targets in the same way as product-led organisations can, but you can always strengthen your position in the marketplace. Aim to create and convert opportunities wherever possible and start the conversation yourself.

Here are a couple of key factors that will help you in that process:

  • Make sales a top focus. Selling must be someone’s main day job, their absolute priority. Not simply tagged on to another role.
  • Being strategic. Your sales lead needs to be able to forecast the market and recognise the difference between a conversation with your client and an opportunity to make a sale. This can be as simple as recognising what skills are currently in demand for clients or identifying a problem your customer may face on the horizon and offering them your solution.

The important thing is to have a process in place that works. So many consultancies make their sales solely based on existing relationships, however, relationship-led selling can lead to missed opportunities. In the modern working world, it’s important to see the bigger picture and to base your propositions strategically.

How can you improve your selling right now?

Firstly, you need to determine exactly where you stand on the sales maturity model. At the lowest level (Stage 1) you will be AD HOC – with low levels of sales qualifications and undefined processes. At the highest level (Stage 5), you will be OPTIMIZING – completely aligned with strategic objectives, with high value selling in the DNA of the business.

But making your way up that ladder takes small steps. Here’s where you should start:

  • Ensure you have the right team in place. Focusing not just on the sellers but on the sales management too. It’s essential that your team has the right kind of support and training available.
  • Set up regular sales meetings. Always communicate what your new propositions are, making sure that they’re understood throughout the organisation.

Since the advent of the internet, selling has undergone a facelift. It’s no longer stigmatised because it’s no longer about the sales process itself. It’s about the buyer’s journey and providing the best value possible.

And providing value should be at the very heart of every successful consultancy business.

If you would like to talk further about how to maximise your sales process, please get in touch, we’d be happy to answer any questions you might have.