Consultative selling. In this today’s world, it is becoming increasingly hard to identify exactly what a customer needs on an individual basis. As technology and various other products have developed, so have consumer desires and expectations. Consultative selling is a form of selling that targets exactly what a customer needs by using new age techniques. It is a new, more advanced way of selling that focuses on the customer needs and priorities previous to talking about the product. Consultative selling revolves around the dialogue between the salesperson and the customer. The word dialogue derives from the Greek and means “to learn” (Collins 2009). By allowing the customer to express their needs and desires, the salesperson can therefore provide a solution to their problems by offering them a certain product, as a result, the customer then feels as though the salesperson is setting out to help the customer improve their lives and resolve any problems through buying this product. So what makes consultative selling different from other forms of selling? Apart from it being a more personal experience for the customer; a consultative salesperson asks more questions, their answers are more human rather than scripted, the calls are more interactive and they provide an in-depth insight into their prospects and the customers. (Richardson 2013). On examining consultative selling it becomes apparent that the customer’s needs come first. The needs of each individual customer can be revealed from using the above techniques. By using these methods, the customer genuinely feels that you are doing them a favour and that the product in question has been tailored made for said customer.