Lesson 7: Direct vs. Consulting Selling Styles
Back to: Customer Service Excellence: The GUIDE Way
There are two ways to explain features and benefits. Choose based on
the customer in front of you.
1. Direct style (F&B style)
Clearly list each feature and its benefit. Use this when the customer
is short on time or already knows what they want. Example: presenting
the UCB Ryzen hard luggage feature by feature.
2. Consulting style (indirect)
Use this when the customer has time and is happy to talk. Keep the
pitch subtle and focus on listening with intent.
-
Engage with curiosity: “Do you usually travel
for work or leisure?” -
Highlight features as solutions: “This
water-resistant shell with corner guards means you don’t have to worry
about scuffs or rain.” -
Make it personal: “The JC jacquard print is
iconic, so your luggage stands out on the carousel.”
Sample conversation (Juicy Couture luggage)
Customer: “I’m looking for something stylish but
practical.”Staff: “Perfect. This Juicy Couture piece blends both. The
jacquard print makes a statement, while the water-resistant shell and
corner guards protect it on every trip. Do you usually pack light or add
last-minute items?”Customer: “Honestly, I always add extra items at the
end.”Staff: “Then you’ll love the expander. It gives you extra space
without spoiling the sleek look. And the TSA lock keeps everything
secure.”
Why the consulting style works
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The customer feels heard because you ask before you
pitch. -
Features become solutions to real problems.
-
The conversation feels natural, not scripted.