Show that you sometimes advise prospects NOT to buy your product. This counter-intuitive approach builds trust and leads to better long-term relationships and referrals.
Strong answers show: deep discovery before proposing solutions, positioning as a trusted adviser rather than a vendor, willingness to recommend against purchasing if the fit is not right, building long-term relationships over short-term revenue, and understanding the prospect's business context beyond just their buying needs.
Tests sales philosophy. Candidates who describe consultative selling but revert to pitching under pressure are not truly consultative. Ask for a specific example where they recommended against a purchase.