Adopting Consultative Selling
Digital marketing agencies can dramatically improve sales to small and local businesses by using consultative selling. This approach prioritizes understanding the client’s unique challenges and building trust. Consultative selling helps agencies win by:
The key steps involve researching target markets, conducting in-depth needs assessments, offering customized solutions, and fostering collaboration. By becoming trusted advisors, digital marketing agencies position themselves for long-term success with local businesses.
One such tool that can help an agency with the consultative selling process is this small business digital audit tool, which allows the agency to assess the business before engaging.
In today’s competitive online marketing landscape, digital marketing agencies face a constant challenge: standing out from the crowd and effectively selling their services to small and local businesses. The traditional ‘hard sell’ tactics simply don’t resonate anymore. Small, local businesses are bombarded with marketing messages, and they’re savvy enough to see through generic pitches. Truth be told, these business owners are no longer looking for just vendors to execute tactical digital marketing tasks. Instead, they want strategic partners who can truly understand their unique business challenges and goals, and then craft tailored solutions to drive measurable results.
This is where the power of consultative selling comes in. By ditching the product-centric approach and embracing a customer-centric, value-delivered, strategy, digital agencies can build trust, identify true needs, and ultimately close more deals. Buyers are increasingly demanding that vendors diagnose problems for them and propose specifically responsive solutions.
This guide explores the key principles and process of consultative selling, equipping digital marketing agencies with the knowledge and frameworks to have more meaningful, value-driven conversations with clients.
What Is Consultative Selling?
Consultative selling flips the script on traditional sales. Instead of focusing on features and pushing products, it prioritizes understanding the client’s unique challenges and business goals. This approach is all about building relationships, becoming a trusted advisor, and demonstrating the value an agency can bring to the table. Closing deals and winning clients ultimately come from building trust, and that’s at the core of consultative selling. This trust tends to sustain the relationship over the long term, resulting in increased client retention. The key principles of consultative selling would be:
One of the best-known consultative selling models is The Challenger Sale method. In short, this method aims to disrupt the prospect’s current thinking and demonstrate fresh, innovative solutions for the prospect to better compete in their field. It begins with deep research, with the seller digging into the prospect’s business to uncover hidden challenges. Then, by challenging the prospect to think differently about their business, and through teaching and offering fresh perspectives, the seller ultimately wins the deal and becomes a trusted advisor. This approach upends the status quo and positions the seller—the Challenger—as a valuable partner to the business and not just a salesperson looking to earn a commission.
Why Does Consultative Selling Work for Digital Agencies?
Imagine a sales situation where an agency sends out a version of the following generic email to its prospects list, hoping someone will bite the bait!
Subject: Local Marketing Strategies for [Prospect’s Business Name]
Hi [Prospect Name],
My name is Justin and I’m the Digital Strategist at XYZ agency.. We specialize in helping small businesses like [Prospect’s Business Name] leverage digital marketing to attract more local customers and achieve their growth goals.
We understand that navigating the ever-changing world of digital marketing can be challenging. That’s why we offer customized marketing strategies designed to help local businesses like yours achieve their specific goals.
Would you be interested in a quick 15-minute call to discuss your current marketing efforts and explore how we can help you reach more local customers? There’s no obligation involved, just a conversation to see if we can be a valuable resource for your business.
Thanks for your time, and I look forward to hearing from you soon.
Best regards,
Justin
With over 100,000 marketing agencies in the US alone, trying to find their best-matched small business clients, such emails only distance them from landing that deal.
The benefits of consultative selling for digital marketing agencies selling to small businesses are numerous:
Increased Trust and Credibility: When an agency takes the time to understand a local business’s specific needs and challenges, it establishes trust and positions the agency as a valuable resource.
Differentiation in a Crowded Market: Digital agencies can distinguish themselves from competitors offering generic packages by focusing on problem-solving and offering customized solutions.
Improved Sales Efficiency: Consultative selling helps qualify leads upfront, saving time and resources by focusing on businesses with a genuine need for the agency’s services.
Higher Client Retention: Building strong client relationships leads to long-term partnerships and recurring revenue.
The Step-by-Step Consultative Selling Process for Digital Agencies
Consultative selling is a structured process that requires planning and a shift in mindset. Here’s how agencies can integrate it into their sales and prospecting efforts:
1. Prospect Research and Qualification
The groundwork for successful consultative selling starts before the first conversation. Research your target market (estimating market size for different industries in your area can be helpful here). Understand the common challenges faced by businesses in your region. Develop buyer personas that outline the ideal client profile for your agency. This will help you target businesses that are most likely to benefit from your services. Then, research your target businesses thoroughly before the first sales call.
2. Discovery and Needs Assessment
The initial sales interaction is all about listening and learning. Prepare open-ended questions that delve into the client’s business goals, target audience, current marketing efforts, and any pain points they’re experiencing. Focus on active listening and demonstrate genuine interest in their success.
3. Analyze and Offer Solutions
Once you have a clear understanding of the client’s situation, further analyze their needs and challenges. Identify areas where your agency’s expertise can make a significant impact on their business. Develop a highly customized proposal that outlines specific solutions tailored to their goals, not just a generic list of services. Use data and case studies to showcase how your agency has helped similar businesses achieve success.
Look for snags, like are your prospects burning cash on Google and Facebook ads when they have a number of negative online reviews that are not being managed? What good will it be for them to receive yet another proposal for more digital ads?! Instead, start your discussions with a robust reputation management service that will help position them as a more credible business, in turn bringing them more conversions on their ad investments.
But in order to start the right service with them, you will need to pay attention to details and not be hasty about closing a deal. Consultative selling allows you to adopt this mindset of being buyer-centric at all times.
How about gathering data and conducting research without exhausting your time and precious resources? With BuzzBoard’s Small Business Digital Audit Tool, you can access a simple-to-understand digital health metric that comprises an in-depth analysis of your prospect’s online presence, website robustness, social credibility, advertising effectiveness, and more! This generative AI-powered tool is absolutely FREE and a much faster way to arm up with on-point insights that position you as an indispensable partner during your consultative selling session.
4. Collaboration and Transparency
Consultative selling entails an approach that’s collaborative. Encourage open communication and feedback from the client throughout the sales cycle. Be transparent about pricing and deliverables. Focus on building a long-term partnership rather than just a one-off transaction.
5. Objection Handling and Value Proposition
Price is a significant concern for most small and local businesses. Be prepared to address cost concerns by clearly communicating the value proposition of your services. Focus on the return on investment (ROI) the client can expect by highlighting how your agency will help them achieve their business goals. It’s really about selling on value, not price. And it’s easier for prospects to accept that when you have developed a trusting relationship.
Becoming a Trusted Advisor: Beyond the Sale
Consultative selling doesn’t end with a signed contract. Building trust and acting as a trusted advisor is a continuous process. Regularly communicate with your clients, provide ongoing support and strategic guidance, and keep them informed about industry trends and opportunities. By exceeding expectations and demonstrating your commitment to their success, you’ll earn the place of a trusted partner, and your agency will break free from the commoditized digital marketing pack.
There’s no denying that the ability to effectively engage in consultative selling is a critical competency for digital agencies looking to thrive in the modern business landscape. However, by shifting from a transactional, vendor-like mindset to a collaborative, advisory role, agencies can differentiate themselves, deepen client relationships, and drive greater business impact.
Remember, consultative selling is a skill that requires practice and refinement. Invest in training your sales team on the principles of consultative selling, equip them with the right tools and resources, and encourage a focus on building trust and becoming a valued advisor to your clients. By making this shift, your agency will be well-positioned to forge strong partnerships with local businesses and unlock new levels of growth as invaluable consultative partners.
