After 27 years in the physical security industry, I’ve seen a major shift in how security solutions are bought and sold. In the past, relying on a product’s brand name or project specifications was enough to close the deal; however, today’s success depends on understanding a client’s unique needs and recommending the best solutions to meet them – also known as consultative selling.
As the industry continues to evolve, those who adopt consultative sales strategies are better equipped to navigate challenges, meet shifting client demands and differentiate themselves in an increasingly competitive market. Think of consultative selling as a strategic shift from selling products to solving problems.
Sales expert Chris Peterson has written extensively about consultative selling in Security Business, and I would encourage you to visit his SecurityInfoWatch landing page to browse all of his articles on the topic that dive deep into each of these aspects.
In my own experience, here are six key strategies that I use for consultative selling:
1. Shift from products to solutions:
Manufacturers and providers continue to launch new products at record speed, which has saturated the industry and makes customers less likely to be swayed solely by brand recognition. Identify your clients’ pain points and customize offerings to craft a comprehensive solution.
2. Nurture client relationships:
This involves knowing your clients personally – understanding their business, lifestyle and personal interests. The more you know about them, the more you can tailor your approach and suggest solutions that align with their goals.
3. Actively listen and ask strategic questions:
A strong client relationship starts with genuine curiosity. Asking the right questions not only helps you gather essential information required for consultative selling but also signals to the client that their input is valued.
4. Leverage value engineering:
If a client is using a certain product, ask why they chose it. Is it due to a specification, a preferred relationship or habit? Understanding their reasoning creates an opportunity for value engineering – the process of optimizing a solution to deliver the best performance at the lowest cost; or, in other words, introducing alternatives that provide better functionality or cost savings.
5. Know what you’re selling:
You can’t value-engineer solutions if you don’t know their true value. That is why it’s important to stay up to date with new products, updates, integrations and emerging technologies. Manufacturer training sessions, industry conferences, product webinars, technical certification programs, and of course, Security Business magazine, are among the many ways to do this.
6. Think long-term:
Consultative selling is all about prioritizing your client's long-term successes over short-term gains. While it's tempting to focus on high-margin sales, the real opportunity lies in cultivating relationships that generate recurring business over time. This approach positions you as a trusted advisor as opposed to just a salesperson. It also unlocks opportunities for referrals and cross-selling, ensuring continued success for both you and your clients.
