In Consultative Selling How has the purchasing function chan

In Consultative Selling, How has the purchasing function changed prompting a change in selling practices?

Solution

Answer:-

Consultative selling involves the salesperson and the customer having a dialogue. The salesperson needs to know more about the customer before marketing the product.

The purchasing function in consultative marketing has changed where the customer will purchase a product only if he/she has confidence in the product being marketed. Customers purchasing has changed where they buy products that are of value to them. The customers are more informed and empowered than before therefore they want value for their products. Consultative marketing involves direct dialogue with the customer by the salesperson. The salesperson should explain to the customer why the product is important and the value one gains by consuming the product. This is because the customer needs to know the benefits of the product.

The change in purchasing function has prompted change in marketing practices where marketers nowadays dwell more on explaining to the customers how the product is used and even offering after sales services. Marketers offer after sales services such as installation to reduce cognitive dissonance. Marketers need to dwell on reducing cognitive dissonance which is a negative post purchase behavior.