What is Sales? Transforming Sales: From High Pressure to Consultative and Supportive

By Paul Cowman

In Episode 5 of Convoso’s podcast Closers Club, I had the pleasure of speaking with Ruben Ugarte, the General Manager of Home Services at ActiveProspect, a Convoso integration partner. During our conversation, we dove into an interesting and thought-provoking topic: What is sales? Ruben has spent over 15 years in the home services and solar industries, and his perspective on sales is a refreshing departure from the high-pressure, one-call-close mentality that many of us are accustomed to.

As we explored the topic, Ruben shared how his approach to sales has evolved over the years, moving away from pushing for fast closes and instead focusing on building long-term, consultative relationships with customers. This shift in mindset has had a profound impact on his success, and it offers valuable lessons for anyone managing a call center, telemarketing, or lead generation team.

So, let’s dive into how you can transform your sales experience to make it more consultative and supportive, ultimately helping buyers find the product that works best for them—not just closing a deal for the sake of it.

The old-school sales approach: push and pray

In many industries, especially in call centers and telemarketing, the traditional approach has often revolved around high-pressure tactics: close the deal fast, handle objections quickly, and always be ready to pounce on the next lead. The goal? To close as many deals as possible in as little time as possible. But, as Ruben learned over the years, this method can leave both the salesperson and the customer feeling unfulfilled.

In Ruben’s early career, he focused on techniques like “one call close,” where getting a customer to make a decision in a single conversation was the ultimate goal. While this might seem effective in terms of sheer numbers, Ruben realized that this type of selling lacked the depth necessary to build trust with customers.

The shift: From closing fast to cultivating relationships

Over time, Ruben began to see the power of patience and relationship-building in sales. Instead of pushing for the immediate close, he focused on understanding the customer’s needs and providing genuine value. Ruben describes this shift in approach as moving from a “hunter” mentality to a more patient and thoughtful “farmer” approach.

“I think of it more like farming. How do you create a network and a farm that reaps over time? Creating fields of opportunity and fostering relationships without the pressure of closing in one call,” he explains.

For call center leaders and sales managers, this shift can be a game-changer. A consultative approach emphasizes helping the customer find the best solution for them—without rushing them into a decision. This leads to stronger customer loyalty and a more fulfilling sales experience for both parties.

Building trust through consultative sales

Consultative selling is about being a partner in the decision-making process rather than just a seller. By focusing on understanding the customer’s problems and offering tailored solutions, sales teams can foster long-term relationships that lead to more sustainable success. Here are some key principles that Ruben swears by:

1. Listen more, sell less

The traditional sales approach often focuses on what the salesperson says. In consultative sales, however, the focus shifts to what the customer says. By asking open-ended questions and truly listening to their answers, you can uncover the real needs of the customer and provide a more relevant, personalized solution.

Ruben emphasizes that listening to customers is the first step in building a genuine connection: “You need to show up when things aren’t going well, pick up the phone, and admit when you’re wrong. If you can work fast to put out fires and show that you’re genuinely trying to help, the majority of people will work with you.”

2. Offer value first

In a consultative sales model, providing value before asking for anything in return is key. Ruben found success in offering free consultations, sharing valuable resources, and answering questions without immediately pushing for a sale. This approach helps build trust with customers and positions your brand as an authority.

“The best way to build goodwill is by offering value first,” he shares. For your call center team, this might mean offering a free consultation or simply taking the time to answer questions without rushing toward a close.

3. Patience is key

One of the hardest lessons that Ruben has learned over the years is that sales is not always about immediate results. Some of his largest deals took years to close, and this patience was essential to building long-term relationships. This slow-and-steady approach to sales may seem counterintuitive in a fast-paced call center environment, but it can lead to stronger, more sustainable results in the long run.

Sales teams need to embrace the idea that not every lead needs to be closed on the spot. Instead, focus on nurturing those leads over time and allowing them the space to make an informed decision.

4. Create an ecosystem of trust

Ruben emphasizes that sales are not just about closing deals; they’re about creating a network of relationships that extends beyond the individual customer. This includes building partnerships with other businesses, fostering referrals, and cultivating a supportive ecosystem.

“Partnerships and referrals go hand in hand,” Ruben says. By offering value and referrals to others in your network, you create a cycle of trust where customers and partners will refer business to you in return. This network-building approach can significantly expand your reach and lead to long-term growth.

How to implement a consultative approach in your call center

If you’re looking to transition your call center or lead generation team to a more consultative sales model, here are some actionable steps to get started:

1. Training and Development: Shift the focus from closing quickly to listening and understanding. Train your team on the power of asking open-ended questions and actively listening to your customers. Equip them with the tools to offer value at every stage of the conversation.

2. Customer-Centric Processes: Review your sales scripts and processes to ensure they are focused on the customer’s needs rather than the sale. Make sure your team is trained to identify pain points and provide relevant solutions rather than pushing for a quick close.

3. Empower Your Agents: Give your agents the autonomy to engage with customers on their terms. Encourage them to take the time necessary to understand the customer's needs and offer solutions that make sense, rather than rushing to hit a quota.

4. Leverage Technology: Use CRM tools and analytics to track customer behavior and interactions. By understanding where customers are in their buying journey, your team can offer more personalized, helpful advice.

5. Foster a Culture of Patience and Empathy: As a sales leader, emphasize the importance of patience and empathy in every customer interaction. Make sure your team understands that not every lead needs to be closed immediately and that building relationships takes time.

Conclusion

As Ruben Ugarte so aptly puts it, “I’m more of a farmer, cultivating relationships over time, rather than closing quickly.” The shift to a consultative sales approach is not just a strategy; it’s a mindset. By focusing on building relationships, offering value first, and having the patience to nurture leads over time, call centers can create an environment where customers feel supported and understood. This not only leads to higher sales but also builds trust and loyalty that will serve your business for years to come.

Transforming your sales approach from high-pressure tactics to a consultative model isn’t just about changing how you sell—it’s about changing how you view your role in the customer journey. After all, sales isn’t about closing deals. It’s about creating solutions that work for your customers.