Don't Sell, Consult!

June 12, 2006


By: Matt Michel



If your definition of selling involves blue suede shoes or Harold Hill from the Music Man, few would favor technicians selling. That’s not my definition of sales. My definition is more along the following lines:

    Acting as a consultant to a client by:
  • Informing the client of his or her options (and doing nothing is always an option)

  • Offering your expert judgment about the pros or cons of each, and…

  • If asked, offering your professional recommendation…

  • To assist the client in making the best selection for his or her particular circumstances.
This is consultating. It doesn’t really feel like sales. It feels like helping someone. It’s the same process you would follow with a friend. It feels right because it is right.

A good technician helps people make informed decisions. He doesn’t make the decisions for people. That would be a violation of trust.

Teach your technicians to consult with your customers. Your sales will increase without the need for selling.


Source: Comanche Marketing. Reprinted by permission.
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Copyright © 2004 Matt Michel

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