Many business owners will say they provide consulting, when what they really provide is a sales pitch. In most cases though, genuine consulting typically trumps selling when it comes to increasing business revenue and here’s why:
- Through consulting, you gain a deeper understanding of your customer’s needs because you are practicing active listening to truly understand the customer’s current situation as well as his or her long and short-term goals. This opens the door for you to offer far more services than may have initially been apparent.
- In consulting you put your customer’s needs first. You understand that while you may not have a “fix” for every problem, you can help them meet their overall goals by referring them to a trusted partner, providing leads from your network, or providing advice based upon your industry experience.
- Through consulting, you build trust and long-term relationships, which leads to stronger communication, more positive word of mouth/social media buzz and higher customer retention. You essentially become the customer’s “go-to” source so you are part of every conversation and therefore in the best position to recognize opportunities to fulfill customer needs over time.
- With consulting, because you gain a better understanding of the bigger picture, you can often discern ways to vertically integrate services and better serve your entire customer base.
While making a “quick sale” is enticing, the long term gains that can be realized from true consulting are often far more rewarding!
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by Wendy M. Yurgo
President & CEO, Metrics Global, Inc.
Recently featured in ISO & Agent Magazine, Wendy Yurgo gives frequent lectures on merchant services and enjoys cooking and writing in her spare time.