CONSULTATIVE SELLING TECHNIQUES: WINNING CUSTOMERS THE SMART WAY

In a country where over 70% of customers research before making a purchase, Nigerian businesses can’t rely on hard-sell tactics—they must earn trust through conversation and consultation. Whether you are selling banking services in Victoria Island, FMCG products in Onitsha, or ICT solutions in Yaba, the key to winning and retaining clients lies in consultative selling techniques.

Consultative selling is not about pushing products. It is about becoming a trusted advisor—listening, diagnosing needs, and co-creating solutions with customers. Done well, it builds loyalty, boosts sales performance, and ensures long-term profitability.

Why Consultative Selling Matters in Nigeria
 Let’s face it: Nigerians are value-conscious. A 2024 PwC Nigeria Consumer Report revealed that over 70% of customers now research online before engaging with a sales rep. In telecoms, banking, and retail, buyers are more likely to switch brands if they feel their unique needs are not being addressed.

Consider the banking sector. When a sales executive approaches a corporate client seeking a ₦500m credit facility, it’s not enough to talk about interest rates. The client wants to know: How will this bank partner with us to grow, reduce risk, and expand internationally? That is consultative selling at play— focusing on the client’s broader business goals, not just the product.

 The Core Techniques of Consultative Selling

 1. Active Listening Beyond the Surface
  Consultative selling starts with listening—not the passive nodding type, but listening with intention. For example, a Nigerian brewer selling to bar operators doesn’t just ask, “Do you need more crates?” Instead, the rep probes further: “What challenges do you face on weekends when demand peaks?” The answer may reveal gaps in cold storage, delivery timing, or even the adoption of digital payments.

 This creates an opening to provide a holistic solution—cold freezers, better delivery schedules, and mobile POS terminals—not just crates of beer.

2. Asking Powerful, Insightful Questions
  In Nigeria’s competitive real estate market, a sales agent pushing only the price of apartments in Lekki may lose out. But one who asks:

  • “What lifestyle are you looking for?”
  • “Do you prioritise rental yield or family living comfort?”
    Unlocks hidden priorities.

These questions shift the focus from price tags to value perception, allowing the agent to tailor offerings more effectively.

3. Building Credibility with Local Data
  Nigerian customers love evidence. A fintech sales team trying to onboard SMEs in Aba can boost trust by showing real case studies: “One of our SME clients in Alaba grew revenue by 35% in 6 months using our digital invoicing system.”

Data-backed storytelling sells. It moves the conversation from “We think this will help you” to “Here’s how it has worked for others like you.”

4. Co-Creating Solutions with the Client

  A consultative salesperson doesn’t prescribe; they collaborate. Imagine a logistics company pitching to an e-commerce business in Ikeja. Instead of offering a flat delivery rate, they sit down with the client to map sales patterns. Together, they design a tiered delivery plan—offering lower costs during off- peak days and premium service during festive rush periods, such as Christmas.

This partnership approach positions the sales rep as a problem-solver, not a product pusher.

5. Educating the Customer

 The Nigerian insurance sector struggles with low penetration, as fewer than 2% of Nigerians have active policies. A consultative sales executive doesn’t start with, “Buy our life cover today.” Instead, they educate: “Did you know 80% of SMEs close within three years due to lack of risk cover? Here’s how an affordable policy can safeguard your business.”

When you teach, you win trust. And trust is the ultimate sales currency.

Consultative Selling in Action: Nigerian Examples

  • Telecoms: MTN and Airtel no longer sell data plans. They sell solutions— bundles for SMEs that combine internet, cloud storage, and digital payment platforms.
  • ​Fast-Moving Consumer Goods (FMCG): Nigerian Breweries’ Tiger Bar initiative isn’t just about selling beer. It includes training bar owners on customer engagement, financial literacy, and digital marketing—classic consultative selling in practice.
  • Banking: Access Bank and Zenith have launched SME academies, where relationship managers assist entrepreneurs in building their capacity, not just opening accounts.

These examples show that the winners in today’s market are not just sellers but partners.

The Payoff: Why Businesses Should Embrace It
  Research by McKinsey indicates that companies adopting consultative sales models experience customer retention rates 20–30% higher than those of their competitors. In Nigeria, this can mean the difference between a bank client staying for decades or switching at the next best offer.

For sales teams, consultative selling translates into:

  • Bigger deals (because solutions are tailored, not one-size-fits-all).
  • Repeat business (customers stick with advisors they trust).
  • Stronger relationships (clients introduce you to their networks).

Final Word

In Nigeria’s fast-evolving business space, consultative selling is no longer a “nice-to-have”—it is the lifeblood of sustainable growth. Whether you are a frontline sales executive, a territory manager, or a business development director, the shift is clear: stop selling products; start solving problems.

At Tom Associates Training, we equip professionals with the mindset, frameworks, and hands-on techniques to master consultative selling. With real Nigerian case studies, role-plays, and simulations, our programs help sales teams transition from product pushers to trusted advisors—unlocking higher sales, deeper trust, and lasting client partnerships.

In the Nigerian market today, consultative sellers don’t just survive—they thrive.

Temitope Jegede
September 8, 2025