When I was starting out in business, the idea of following a “process” felt alien to me. I thrived on spontaneity, tackling challenges as they came without a clear structure. But then I read The E-Myth by Michael Gerber, along with other books on quality and efficiency. That’s when it clicked—processes aren’t just systems; they’re the backbone of productivity, relationships, and success.
For sales managers, one of the most impactful processes you can implement is a consultative sales process. It’s not just about closing deals—it’s about turning transactions into meaningful, long-term relationships. But how do you teach and lead your team in adopting such a process? Let’s explore how the right approach can delight customers while driving results.
Why Processes Matter in Sales
Imagine I ask you: “How do I leave this room and get to my car?” There are countless ways to do it. I could climb over tables, weave through the crowd, or even crash through a wall. But only one path will be efficient, effective, and respectful of others. A great sales process works the same way—it ensures the journey, from meeting a prospect to closing a deal, is smooth and positive for everyone involved.
As Robert Frost wrote, “Two roads diverged in a yellow wood… I took the one less traveled by, and that has made all the difference.” In sales, the “road less traveled” is the consultative sales process. It’s not about shortcuts or hard selling. It’s about understanding, advising, and solving.
The Origin of Consultative Selling
Consultative selling isn’t new. Decades ago, companies like Xerox and Wilson Learning revolutionized sales by introducing steps focused on building trust and addressing customer needs. Research during the quality revolution revealed that successful salespeople followed specific interpersonal steps to close deals and nurture relationships.
I adopted these principles early in my career and incorporated them into my training system, emphasizing service and character development. That’s when I created a simple framework called Sell with CLASS:
The CLASS Framework
- Contact
Build rapport and trust from the very first interaction. Whether it’s through a LinkedIn message or a face-to-face meeting, connect on a human level. Adapt your communication style to match the customer’s personality and comfort level. Finding common ground is key. - Listen
Ask thoughtful, structured questions to uncover your prospect’s needs, challenges, and goals. Take notes, paraphrase what you hear, and show genuine understanding. Listening with empathy builds trust and uncovers valuable insights. - Advise
Once you’ve listened, present tailored solutions that align with the customer’s specific needs. Focus on the features and benefits that matter most to them. Show enthusiasm and clearly communicate the value of your product or service. - Solve
Address remaining questions or concerns with patience and clarity. Revisit the customer’s needs if necessary and demonstrate how your solution fits their world. Your goal is to eliminate doubts and ensure they feel confident in their decision. - Secure
Propose the next steps to close the sale, whether that’s signing a contract or scheduling a follow-up. After closing, follow up to ensure satisfaction. If they’re thrilled with your service, don’t hesitate to ask for referrals!
Why Sell with CLASS Works
The CLASS framework mirrors the logical and interpersonal steps that great consultants and advisors take. It’s not about pressure or manipulation—it’s about service. When done right, it builds trust, earns loyalty, and achieves high levels of both sales success and customer satisfaction.
Og Mandino, in his classic book The Greatest Salesman in the World, emphasized that greatness in sales is rooted in service. By focusing on helping your customers, you transform your approach from mere selling to a purpose-driven act of serving others. This mindset doesn’t just help you master the steps—it brings pride and fulfillment to your work.
A Reminder for Sales Leaders
As you coach and lead your team, remind them: Selling with CLASS isn’t just about hitting quotas or closing deals. It’s about delighting customers, building lasting relationships, and achieving the highest levels of professional success. The greatest salespeople don’t just sell—they inspire, serve, and uplift others.
By embracing processes like CLASS and staying committed to service, your team can transform not only their sales results but also their lives.
Whether you’re leading a team or refining your own sales approach, remember that success lies in following the steps, focusing on service, and committing to growth. If you’d like to learn more about recruiting and coaching the best sales teams in the world, feel free to reach out to us!
Let’s inspire, serve, and grow—together.