You’ve probably heard the term consultative selling before.
Maybe in a sales book.
Maybe from a sales coach.
Or maybe it was thrown at you in a meeting with no explanation.
Consultative Selling: The Only Way to Sell in B2B Sales
Consultative selling isn’t a way of selling. It’s the ONLY way of selling.
Especially if you sell SaaS, tech, or services.
In this post, I’ll break down what consultative selling means, why it’s misunderstood, and how you can start doing it today.
What is Consultative Selling?
Consultative selling is a sales approach where the seller acts like a trusted advisor, asking questions, understanding the buyer’s needs, and recommending solutions that genuinely help.
Sell Like a Consultant – Not a Sales Rep
Instead of pushing products, the focus is on helping buyers solve problems and make informed decisions.
Consultative selling simply means selling like a consultant.
You ask smart questions.
You listen properly.
You understand the buyer’s situation, problems, and goals.
And only then do you recommend something that genuinely helps them.
In other words – you give them a consultation.
You help them make a good decision.
And if your solution is the right fit? Great. You sell it.
Why Most People Overcomplicate This
Forget the Buzzwords – This is Just Good Selling
Consultative selling has become one of those buzzwords that trainers love to throw around to make their sales courses sound fancy.
But the truth is, it’s just basic, good selling.
If you sell like a pushy, desperate salesperson, you’ll scare buyers off.
If you sell like a trusted consultant, you’ll disarm them, build trust, and have an honest conversation about whether you can help.
That’s it.
When Should You Use Consultative Selling?
B2B? SaaS? Services? Always Use It
Simple answer – almost always.
- Selling B2B? Do it.
- Selling tech or SaaS? Do it.
- Selling services? You probably already do it.
- Selling cheap B2C products with a short sales cycle? Probably not worth it.
For everyone else, this is the only approach that works long-term.
The Core of Consultative Selling: Qualification
Ask the Right Questions – That’s the Job
The heart of this is asking the right questions.
Questions that help you, and the buyer figure out:
- Do they have a real problem worth solving?
- Can you actually help?
- Are they serious about making a decision?
- What’s stopping them from solving it now?
This is what I teach in my sales qualification training, and this is consultative selling in action.
It’s not about pitching. It’s about guiding.
How to Sell Like a Consultant
A Simple 5-Step Approach That Actually Works
Here’s how you do it:
- Do your homework.
Know who you’re speaking to and what problems they might have. - Lead with questions.
Start the call with curiosity, not a sales pitch. - Listen like a human.
Don’t interrupt. Don’t fake interest. Actually listen. - Diagnose before you prescribe.
Just like a doctor, don’t “sell” until you fully understand the problem. - Be honest.
If you can’t help — say so. If you can — show them how.
Final Thoughts
If you’re serious about sales, consultative selling isn’t optional.
It’s not something you “try” — it’s something you commit to.
So next time you’re selling, forget the buzzwords. Forget the pushy tactics.
Just be the consultant your buyers need.