Stop selling, be an advisor using kitchen to kitchen approach

Selling versus buying

The goal of selling is to get the customer sign the purchase order.
The only thing the customer is looking for is finding a solution for his problem.

These two different goals should match and find each other in the middle.

Buyers and their problems are key

The buyers aren’t interested in your problems as a salesman like budgets and bonuses.
The buyers need to solve their problems in the best and most efficient way.
You are not important for the decision makers or takers as you are just another salesman.

Consulting instead of selling

In many case people ask the Xerox service man what model they should buy next as he knows those he hasn’t got any problems with.

If you could present yourself as an advisor instead of a salesman, the sales process will change into a consulting process as Ben Bradly in Sales Management 2.0 explains about wanting to stop selling. 

Explain them how your company works, about:
- The vision of future products
- The product development process
- The openness about the available technologies
- The efforts you and your team are doing to find the best solution for him.
This is a kitchen to kitchen approach where both parties involved come together and start thinking together. The kitchen indicates that both he vendor and the buyer open up the conversation and explain in depth and openly about the problems, possibilities, cost of ownership and risks.

This kitchen to kitchen approach will show you have the best intentions by giving him insight in the different risks involved with his decision and how to avoid those risks.

This collaboration builds trust, which leads to a relationship.
While your competitors will insist on closing the sales, you will focus on giving advice in order to build a relationship.

Chances on success

Using the kitchen to kitchen approach chances are you will win the deal.

Still if you can’t sell on this occasion, then there will probably be a next one.
In any case, the buyer will remember you and will invite you and your team on the next occasion.

Effectiveness of consulting approach

The questions are:
- Will this consulting be effective?
- Will you generate more sales in the long run?
- Will be able to keep your consulting image even after having sold several solutions?
- Will you need less time and fewer efforts as a consultant?
- Will you be able to bring enough experience to the table?

Can you imagine yourself as a consultant instead of a salesman?
Can you open up you company for the kitchen to kitchen approach?