Consultative Web Content
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How to Use Web Content to Begin the Consultative Sales Process

With consultative sales, the salesperson must first act as a consultant. When it is done correctly, consultative sales:
  • Helps the client recognize needs, ask targeted questions, and gather information  
  • Builds rapport and trust
  • Creates a link between the client's problem and a solution or product

Consultative sales begins because the prospect has an information gap; they have a problem or need (which itself may not be fully understood) and require information on options and possible solutions.

The consultant who fills this information gap has the opportunity to take the position of a trusted resource, which is an excellent place to be anywhere in the sales process.

Website Content: The Initial Consultation  

In the online information age, your business website often has the first opportunity to fill this information gap. 

When someone arrives at your website or blog, they're seeking exactly the kind of information that lends itself to the consultative sales process.

Your website content must reflect that the visitor represents a problem in search of a solution, not vice/versa.  Topics should anticipate the prospects questions and issues, and provide value within that context.

Consultative sales content seeks to link a pain (or gain) to a solution, and this is done by focusing on benefits instead of product features.  People don't care about the technology that causes anti-lock brakes to pump automatically (feature).  They care about not loosing control of their car during a sudden stop (benefit).   

Your website needs benefits focused content to engage prospects early in the buying cycle.  

Keyword Questions

One of the discoveries that made consultative sales so effective was the ability to recognize the power of listening.  The most effective salespeople are those that let their clients tell them what they want.  Initially, the best sales people help customers ask--and answer--the right questions.

Online search and keywords can work in a similar way.  When a prospect does an online search, they tell you what information they need.  Just like a salesperson asking probing questions, search queries create a basis for consultative selling techniques.

Consultative Content Strategy 

With the advent of content management systems and blog powered websites such as Wordpress, businesses have a powerful tool to publish and distribute consultative and informational sales content.

A business website is more than a glorified brochure or yellow page ad.  It is a sophisticated content development tool that can serve as a platform for sales and marketing collateral. 

Because of the prevalence of the Internet, you can expect that most prospects will visit your website--whether they get your web address off a business card or find it through search--before they consider engaging with you.

For businesses that need to provide benefits oriented material to fill initial information gaps, this is an opportunity to create an affinity with new prospects and persuade tentative buyers.

Creating a narrative that builds a case for the benefits of a product--without actually discussing the product--is a skill unto itself.  Often, the outside perspective and voice of a freelance writing consultant is the most effective way to develop this type of content.

Simply put, online content is now the predominant method for offering prospects introductory, benefits oriented information.  Search engines are where questions are being asked, and websites or blogs provide a convenient, highly accessible place for you to provide answers. 

What benefits must a prospect understand before there is any chance they will do business with you?

The answer to this question is the most important content you can put on your website or business blog. 

Contact me to help build a content strategy and set of articles that will become an important step in your consultative sales process. 

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