In today’s sales landscape, pushing products just does not cut it. Buyers are informed, selective, and expect more from their interactions with sales professionals.

That is where consultative selling comes in.

Rather than going for the hard sell, consultative selling is about:

• building relationships,
• asking the right questions, and
• genuinely understanding your customer’s needs to deliver real solutions.

Let us explore what consultative selling means—and the practical consultative selling closing techniques you can use.

So, what are some consultative selling techniques?

There are a variety of different techniques you might wish to implement to become better at consultative selling.

Here, we look at key consultative selling steps. They can help you improve your business.

Research

You should always aim to learn about the customer’s industry, business, and possible pain points before engaging. It shows you are prepared and serious about helping.

Use platforms such as LinkedIn, social media and company accounts to help you better understand your client.

Ask the right questions

Great consultative sellers do not just talk—they ask smart, open-ended questions that uncover deeper needs.

Avoid yes/no questions and predictable scripts. Instead:

• Time your questions thoughtfully
• Ask questions that encourage reflection
• Stand out with unexpected, insightful prompts

The goal? Help potential customers discover insights about their own business—and see the value in your solution.

Looking for the best consultative selling probing questions? Read our guide for effective questions to enhance your consultative selling approach.

Understand your buyers’ needs

The more you know before the conversation starts, the stronger your position.

Use publicly available info like social media, company websites, and industry news to learn what matters most to your prospect.

Consultative selling is all about treating each customer as unique—so dig deep, stay curious, and connect the dots.

Listen to build trust

People want to feel heard. The simple act of actively listening can set you apart.

Show you are paying attention by referencing past conversations:

“Last time we spoke, you mentioned struggling with [issue]—has anything changed?”

This kind of follow-up shows you care, which helps with building rapport and earning trust.

You should also regularly check if you have understood the customer correctly by paraphrasing and asking for confirmation. This avoids misunderstandings and shows active listening.

Handle objections with empathy

Do not argue or push back aggressively. Instead, acknowledge concerns, ask for more details, and respond with thoughtful solutions.

When a customer raises an objection, it is not a rejection. Instead, it is a chance to understand them better. Rather than getting defensive, stay calm and listen closely.

Start by acknowledging their concern (e.g., “I understand why that might be a concern”) to show empathy.

Then, ask clarifying questions to uncover the root of the issue. Is it about the budget? Timing? Uncertainty?

Once you have a clearer picture, offer a solution that directly addresses their concern. It should be backed by facts, examples, or reviews if needed. This approach not only keeps the conversation positive but also shows that you are genuinely there to help—not just to sell. Over time, this builds trust and positions you as a reliable partner.

Act like a teacher

Once you understand your customer’s problem, position yourself as an educator.

• Share examples from similar situations—both successes and failures
• Explain why your solution works and how it addresses their needs
• Guide, do not push

Remember: A consultative selling process is about long-term relationships, not quick wins.

Tailor your solution

Traditional selling is about offering the same product or service to every customer. It is no surprise that 62% of people said they would stop being loyal to a brand if it delivered a non-personalised experience.

That is why consultative selling is king – as it is all about matching your solution to their specific needs.

Once you fully understand their goals and challenges, you can recommend only what truly helps them.

This shows you have listened and that you care about their success—not just making a sale. It also builds trust and makes your solution more valuable in their eyes.

Stay patient and always follow up

Consultative selling is not about closing the deal in a single call.

It is about giving your customer time to process, ask questions, and arrive at a confident decision.

According to leadsquared, 33% of salespeople find follow-ups to be the hardest task. However, following up regularly—with purpose and value—keeps the relationship warm and builds trust over time.

Leads can go cold because of a variety of different reasons. Some sales are straightforward, but others take more time and patience. You can follow up to address any questions or concerns, or even to ask for feedback.