CEO of business consultancy Go to Jo Johanne Stimson considers structured sales and consultative sales processes, takes a look at each and how they can fit together

Structured sales process

A structured sales process is, it’s basically a step-by-step game plan for selling. It lays out clear actions for salespeople to take, helping them move potential customers smoothly from the first contact to closing the deal, making the sales effort more consistent and effective.

There are many frameworks that you could use, Here are three to consider:

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• DIPIDA which stands for Discover, Identify, Prove, Inform, Design, and Achieve, and walks you through a pretty self explanatory model.
• AIDA which stands for Attention, Interest, Desire, and Action
• SPIN Selling (Situation, Problem, Implication, Need-Payoff)

Let’s take a look at the pros and cons of a very structured sales process for KBB retailers:

Advantages

1. Consistency and reliability: A structured sales process means every salesperson follows the same steps, so results are more predictable.
2. Training and development: It gives a clear guide for training new team members, making it easier for them to learn and do well.
3. Client confidence: Using a structured process shows clients you’re professional and organised, which builds trust.
4. Efficiency: It cuts out the guesswork, helping sales teams focus on what matters and close deals quicker.

 Disadvantages

1. Potential for inflexibility of mind and actions: Sticking too closely to a set process can make it hard for salespeople to adapt to unique situations or think on their feet.
2. Overemphasis on processes: If you’re too focused on following steps, you might miss the chance to use your own creativity and judgment.
3. No personality or treating people like people: A strict process can make interactions feel robotic, losing the personal touch that helps build real connections with clients.

Consultative sales

Whereas a consultative sales approach prioritises understanding your client’s needs and provides their chosen solution.

It might seem at odds with a rigid sales structured process, but they actually can complement each other.

A structured process provides a reliable framework, ensuring no essential steps are overlooked, while the consultative approach injects flexibility and personalisation.

By using a blend of these methodologies plus incorporating personalised interactions, with a structured process as a guide, this hybrid approach ensures a balance between efficiency and people-centred service.

 If you take the time to find out all about your client, what problems they face and what transformation they desire, you can add your business’ personality and experience to provide your client with a personal people centric approach.

It will demonstrate they’ve been seen and heard and will ring the tills for sure!